Fans flock to pub for first footy game in World Cup
08.06.2010
• Four million fans to provide £35 million pub boost
• Group stage worth at least £80 million to pubs
Nearly four million fans will flock to the pub for England’s opening World Cup game against the USA, according to a new ComRes poll commissioned by the British Beer & Pub Association (BBPA).
The poll shows that pubs are at the heart of the World Cup action, bringing fans together in a unique atmosphere that can only be matched by being at the big game itself.
The four million fans for the USA match are expected to generate a £35 million sales boost from food sales plus an additional nine million pints of beer sold. The group stage is projected to bring in at least an extra £80 million in total for pubs, with 11.5 million people expected to follow England’s fortunes in the pub.
Pubs are hoping England emerge as group winners, as they would then play their first knock-out match on Saturday 26 June – the perfect day for generating an even bigger and better night for pubs.
The poll also finds that twice as many men as women will enjoy the game in the pub – 12 per cent of men as opposed to six per cent of women will be watching in the pub. Nearly a quarter of 18-24 year olds (23%) will go to the pub to watch the opening England game – the highest of any section of the population. Only three per cent of those 55 or older will go to the pub.
Beer is clear winner as the drink of choice when it comes to watching football. Among all those watching both at home and in the pub, the survey finds that beer is by far the nation’s favourite drink, with 37 per cent, or 15 million people, most enjoying a beer while watching the game. Wine, the next most favoured alcoholic drink scored 13 per cent. Fifty two per cent of men prefer a beer with the game.
The findings demonstrate the potential boost the tournament will give to pubs. The BBPA estimates that over 21 million extra pints of beer will be enjoyed in pubs during the first three England qualifying matches of the tournament, with around 35,000 pubs showing the matches. With many pubs fighting back through hard times, the World Cup provides a vital boost to the trade, and is the perfect opportunity for fans to support their local pub while supporting the national team.
The BBPA poll also provides other intriguing insights into how fans will be enjoying the first match beyond the pub. Nearly 23 million in total will watch the opening game.
Even those working will try to tune in. Over one million say they will watch at work. However, 2.5 million of those working on the day will not be able to watch.
The fortunes of England will also be followed in all parts of the UK – though to differing degrees. Fifty five per cent of English adults will be watching the first England game, compared with 43 per cent of Welsh and the 23 per cent of Scots that plan to tune in. Of course, there is no guarantee that all will be cheering on the England team.
Brigid Simmonds, BBPA Chief Executive comments:
“When it comes to enjoying the huge excitement of the World Cup, only being at the game itself can compare with being in the pub. Many millions will be enjoying the football with friends in the fantastic atmosphere provided by tens of thousands of pubs across the country. It’s a brilliant event for pubs, and a great time to get out and support your favourite local as well as to cheer on the England team.”
Notes to Editor
BBPA estimates on key pub stats for the first three games
Match against USA – 12 June
Viewers in the pub – 4 million
Extra pints of beer sold – 9 million
Additional turnover generated - £35 million
Match against Algeria – 18 June
Viewers in the pub – 4.5 million
Extra pints of beer sold – 9 million
Additional turnover generated - £30 million
Match against Slovenia – 23 June
Viewers in the pub – 3 million
Extra pints of beer sold – 3 million
Additional turnover generated - £15 million
ComRes polled 1,006 adults on 26th and 27th May 2010. Full tables of results of poll are available on the BBPA website here.
The British Beer & Pub Association is the UK’s leading organisation representing the brewing and pub sector. Its members account for 98% of the beer brewed in the UK and own nearly two thirds of Britain’s 52,500 pubs.
To find out which beers represent the competing nations, visit www.beergenie.co.uk where every team in the tournament has a tasty brew selected to represent them in the world cup of beers.
For further information contact:
Mark Hastings
Director of Communications
mhastings@beerandpub.com
Tel: 020 7627 9151 / 07784 181794