The Tracker, powered by CGA intelligence, shows average sales in managed venues leapt by 62.4% year-on-year on Wednesday 1 July, the day of England’s knock-out match against the Democratic Republic of the Congo. 

This was followed by a 37.4% gain on Sunday 5 July, the day before England’s last-16 match with Mexico, as consumers headed to pubs and bars ahead of a 3am kick-off. There was a more muted increase of 3.6% on Monday 6 July, after most fans headed home for the game itself, which didn’t start until 3am. 

There was another World Cup bounce on Saturday 11 July, when England’s quarter-final against Norway had a more pub-friendly start time of 10pm. Drinks sales jumped by 32.6% as fans filled venues long before the kick-off. 

Interest in the football has had a halo effect over the last few weeks, with other tournament matchdays delivering smaller but significant spikes. Hot weather has also packed out pubs and bars with outdoor spaces on non-matchdays. 

The football meant total sales in the week to Saturday 11 July finished 10.2% ahead of the same period in July 2025. This is the second-best performance of the year so far, after a 14.7% hike in the week to Saturday 27 June, which coincided with England’s group stage fixtures and a heatwave.

However, these two weeks were interrupted by a softer spell of trading in the seven days to 4 July, when sales dropped by 0.3% year-on-year. Aside from England’s game against the Democratic Republic of the Congo, daily sales slipped as some fans saved their money for England’s next World Cup fixtures. Scotland’s exit from the tournament also dampened sales that week.  

As is usually the case on big sporting occasions and in hot weather, Long Alcoholic Drinks categories have flourished. Beer and cider sales rose by 12.1% and 18.2% respectively in the week to Saturday 4 July, soaring on matchdays in particular. Spirits recorded by far their best week of the year, with sales growing 9.5%. Soft drinks (up 4.7%) were also in the black, but wine (down 9.8%) suffered as some consumers reduced their meals out in pubs and bars. 

Rachel Weller, NIQ powered by CGA’s commercial lead, UK & Ireland, said: “The World Cup has now given the On-Premise its two best weeks of the year. England’s progress will have been a huge relief to pubs, bars and suppliers, who have had to work hard for year-on-year growth through much of 2025. The challenge now is to sustain consumers’ spending after the tournament is over, and businesses will be pinning hopes on more sunny weather to keep bringing people out of home.”