Pubs in Oxford served up to 55 per cent more pints than usual during England’s seven games in the Euro 2024 matches, according to new figures.
The research was compiled by hospitality technology company, Access Hospitality, based on data from 1,200 venues in England using its pub till software.
The Euros were a welcome boost to venues in Oxford hit by rising costs, staff shortages and squeezed household spending, as residents spent 57 per cent more on beer than on standard days.
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Fans packed out bars and pubs in the city for England's final versus Spain, with boozers booking out full capacity days before the game.
The research compared the amount of pints bought, and their value, during the days that England played, compared to the same day in the previous week when they weren’t playing.
Access Hospitality’s researchers looked at payment data from 27 key towns and cities to find out where venues had seen the biggest rise.
Birmingham topped the table, with pubs serving 289 per cent more pints leading to 29 per cent extra sales. Next was Bath at 237 per cent followed by Leeds at 203 per cent.
All but six of the 27 locations saw at least a 26 per cent rise in the number of pints served, and a 23 per cent increase in sales.
Martin Verdon-Roe, general manager of hospitality at The Access Group, said: “Despite losing to Spain in the last five minutes of the final game in Berlin, England’s performance in the Euros 2024 captivated the nation, and provided a huge boost to pubs and entertainment venues across the country.
“There’s nowhere better to rejoice in a goal hitting the net than watching it inside a pub, or outside in a beer garden during summer.
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“The Euros has been a golden opportunity for venues to attract more customers, especially on traditionally quieter nights of the week like Tuesdays.
“As our data shows, they’ve more than risen to the occasion.”
The most popular cities for people searching for places to watch the games were in London, Manchester and Birmingham, according to DesignMyNight,
According to the British Beer and Pub Association, there are more than 20,000 pubs in the UK.
That means, based on Access Hospitality’s data, the industry has seen a benefit of more than £77m in the last month due to the Three Lions’ performance in the tournament - around 23m pints.
The data follows new research by DesignMyNight, which found that more than £1m worth of tickets were sold for the tournament in the last five days before the final.
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