Brits have been urged to support their World Cup team by getting down to the local pub amid a four-fold increase in bookings for England games.

The UK hospitality sector is set for a 42 per cent sales boost across the group stages of the World Cup – with kick-off times in the US, Canada and Mexico meaning late night drinking across Britain – while bookings for England’s opening match tonight against Croatia are up 300 per cent on usual demand, according to UKHospitality research.

England kick off their World Cup at 9pm this evening, with their other two matches against Ghana and Panama starting at 9pm and 10pm respectively over the next 10 days.

It is hoped that a good run for England and Scotland in this World Cup will be a tonic for an industry battered by Chancellor Rachel Reeves’ Budget last autumn. The British Beer and Pub Association estimates an extra 300,000 pints were poured last weekend for the Scotland opener against Haiti.

Kate Nicholls, chair of UKHospitality, told City AM: “The pub is absolutely the best place to watch the World Cup, if you want to soak in an incredible atmosphere while cheering on your team. 

“We’ve seen incredible demand from consumers wanting to watch the game in the pub. Given the timings of matches in this year’s tournament, it’s great to still see so many people opting for the pub as their venue of choice to watch the games.”

Brits flock to the pub

Pubs and the wider hospitality industry benefit hugely from major sporting occasions, with the UK set to enjoy this week’s racing at Royal Ascot, tennis from Wimbledon and a flurry of summer events from the nation’s beer gardens.

And it comes despite Ipsos research shared with City AM suggesting that just 33 per cent of people will go to a bar or restaurant to watch some matches.

Added Nicholls: “I’d urge Londoners to support their local and watch the World Cup down the pub, whether it’s England, Scotland or another of the nations competing.”

Emma McClarkin, CEO of the British Beer and Pub Association, said: “Thanks to the World Cup and Scotland’s fantastic performance, early indications suggest an extra 300,000 pints were poured in Scotland over the weekend.

“We’re expecting England’s first match to draw fans to the pub and anticipate an extra five million pints will be pulled as we all cheer on the team.

“The best way to enjoy the match is, and always has been, down the pub with friends and fellow fans, and I’d encourage everyone to head to their local to cheer on England.”