Pubs across Salford are “excited” to welcome bumper numbers of weekday drinkers as England kick off their opening World Cup game against Croatia tonight.
With drinking spots across Salford set to be packed to the rafters and nationwide pub bookings surging almost 300% ahead of kick-off, landlords are hoping to cash in on the football fever sweeping the region.
Licensing rules have been relaxed to allow pubs to stay open until 1am, four hours after Thomas Tuchel’s England will kick off their campaign in Dallas at 9pm.
From the Royal Oak in Boothstown, bedecked in balloons and the flags of the tournament’s 48 competing nations, to the sun-drenched Bee Orchid bar in Salford Quays and the historic Eagle Inn in Greengate, pubs are readying themselves for a busy evening as fans gather to cheer on the Three Lions.
“We’re very excited, of course,” said the Bee Orchid’s general manager James. “Mainly because who doesn’t love the World Cup, and for us to be busy with it as well will be fantastic!
“We are definitely expecting more drinkers, with regulars coming in more as well with our big screen showing most games, first time having the screen also.”
Full of confidence about the Three Lions’ chances, he predicted a 2-0 win for England in their opening game. “And can we go all the way? Of course we can,” he added,
Karen Baird shared James’ anticipation ahead of the big game.
She said: “Here at the Royal Oak we are very excited for tonight’s England game.
“We have lots of our locals coming out to watch the match and have decorated the pub inside and out.”
She explained that the pub is running a deal where punters can enjoy a pizza and a pint for under £11.
“Come on England!” she added.
Meanwhile, at the Eagle Inn pub, excitement is building ahead of England’s first World Cup fixture, with staff saying they “can’t wait” for the Three Lions to get underway in the United States.
The traditional red-brick pub tucked away on Collier Street highlighted that they are very excited to enjoy the tournament together and added that they will be staying open for Brazil’s 1:30 am kick-off against Haiti on Saturday, as Brazilian staff member will be serving Caipirinhas to late-night drinkers.
“The Eagle Inn community is very excited to celebrate the World Cup together,” the Eagle Inn team said. “We’re a diverse team, and our pub is a home to everyone; Catch Izzy making caipirinhas for the Brazil game and, of course, can’t wait for England to play tonight!”
Across Britain, bookings for pub arrivals up to two hours before England’s opener against Croatia on Wednesday are up 293% compared with the same date last year, with hospitality set for a 42% sales boost across the group stage, according to technology provider Zonal.
UKHospitality said the sector benefited “enormously” from major football tournaments such as the World Cup.
England group games at Euro 2024 delivered a 42% sales increase, figures showed, with UKHospitality predicting a similar boost during this World Cup.
Kate Nicholls, chairwoman of UKHospitality, said: “The pub is categorically the best place to watch England at the World Cup, both tonight and for the rest of the tournament.
“Bookings up almost 300% for tonight’s game shows that, despite the later-than-usual kick-off times, England fans want to get together to watch the game, cheer on the team and support their local.
“The World Cup will be a massive boost for our pubs and bars, with sales set to be up more than 40% across the group stage as fans gather for the games.
“Fingers crossed tonight’s game is the start of a long World Cup campaign for the Three Lions, in what would be a huge boost for both football fans and hospitality.”
Separate figures from polling firm Opinium suggest 29% of UK adults are expecting to watch World Cup matches in the pub, spending an extra £600 million during the tournament alone.
James Nicandrou, associate director at Opinium, said: “With millions of young adults planning to watch World Cup matches in pubs, the tournament looks likely to provide a welcome spending boost to the economy.
“More widely, our research suggests pubs continue to occupy an important place in community life, particularly for the young and those in rural areas, as spaces where people can come together to share moments – big and small.”
Emma McClarkin, chief executive of the British Beer and Pub Association, said: “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, which will be a massive boost for the sector.
“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.”
