Pubs across England and Wales are gearing up for extended opening hours this Sunday as fans prepare to watch the highly anticipated Euro 2024 final between England and Spain. The government has granted permission for venues to stay open an additional two hours, until 1 am, on the day of the match, allowing supporters to celebrate or commiserate as the game unfolds.
This decision to extend pub hours was made in anticipation of England or Scotland potentially reaching the semi-finals or final of the Euro 2024 tournament. Home Secretary at the time, James Cleverly, highlighted the government’s responsiveness to public demand by stating, “We have listened to the public through our consultation and will be extending pub licensing hours should England or Scotland reach the semi-finals or final of Euro 2024.”
The provision for extended opening hours was put into effect during the semi-final match on Wednesday, where England secured a thrilling 2-1 victory over the Netherlands with a late goal from Ollie Watkins. The government has a history of allowing pub closing times to be pushed back for significant national events, such as royal weddings, the Queen’s 90th birthday in 2016, the Fifa World Cup in 2014, and the previous Euro final in 2022.
Under Section 172 of the Licensing Act 2003, the Home Secretary has the authority to relax licensing hours for occasions deemed of “exceptional national significance.” Euro 2024 has certainly proven to be such an occasion, with the tournament providing a significant boost to the pub industry as fans flock to their local establishments to cheer on their teams.
The British Beer and Pub Association (BBPA) anticipates that pub landlords will serve an extra 10 million pints on the day of the final, generating nearly £50 million in additional revenue. Moreover, the BBPA estimates that England’s progress throughout the tournament has resulted in an extra £227 million in beer sales. UK Hospitality, the trade body representing the wider sector, predicts that if England emerges as European champions, the industry could see an £800 million uplift.
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Economic Impact of Euro 2024 on the Hospitality Sector
The excitement surrounding the Euro 2024 final isn’t limited to just pubs. High street retailers like Tesco and Marks & Spencer are also gearing up for a surge in food and drink sales as fans prepare for viewing parties and barbecues. Tesco, for example, expects to sell 1 million pizzas, 180,000 packs of burgers, and 800,000 packs of sausages in anticipation of the final match.
Additionally, the supermarket giant anticipates selling 4 million packs of beer and cider, 1.2 million cans of no- or low-alcohol versions, and 2.5 million bottles of wine as fans stock up on refreshments for the big game. This spike in sales reflects the widespread enthusiasm and support for the national team as they vie for the Euro 2024 title.
Public Response to Extended Pub Hours
The decision to extend pub opening hours has been met with a positive response from the public, who see it as a way to enhance the match-watching experience and foster a sense of community spirit. Many fans are looking forward to the opportunity to gather with friends and fellow supporters in their local pubs to cheer on the national team.
Local pub owners are also enthusiastic about the extended hours, recognizing the potential for increased footfall and revenue. This additional trading time allows them to cater to a larger crowd of patrons, creating a vibrant atmosphere that enhances the overall viewing experience. The extended hours provide a unique opportunity for fans to come together and celebrate or commiserate depending on the outcome of the final match.
Impact on the Hospitality Sector Beyond Euro 2024
The economic impact of the Euro 2024 final extends beyond just the hospitality sector. The surge in food and drink sales at retailers like Tesco and Marks & Spencer reflects the broader societal engagement with major sporting events and the ways in which they bring people together.
The increased spending on food and beverages demonstrates the positive ripple effect of sporting tournaments on the economy, as fans eagerly stock up on supplies to enjoy the game with family and friends. This heightened consumer activity not only benefits retailers and pubs but also contributes to a sense of national pride and unity as communities come together to support their team.
In conclusion, the extended pub hours for the Euro 2024 final represent more than just a logistical adjustment – they symbolize the collective excitement and anticipation surrounding the tournament. As fans across England and Wales prepare to cheer on their team in the final match against Spain, the extended opening hours offer a unique opportunity to come together, celebrate, and experience the thrill of the game in a shared communal space. The economic benefits for the hospitality sector and retailers further underscore the profound impact of major sporting events on society as a whole.