GO Technology Report June 2026

The latest GO Technology report in partnership with Zonal, shows that nearly ten million people plan to watch at least one game in a pub, bar or similar venue. It’s an enormous market that could deliver a much-needed boost to the sector in June and July, especially as fans tend to spend freely plan to stay longer and spend more in hospitality.

A quarter (25%) of those who plan to go out for games say they are likely to order more drinks than usual, while similar numbers will arrive well before a game (27%) and / or stay after the final whistle (23%).

NIQ’s EPoS data emphasises the difference that big sporting events can make to sales.

At the last major men’s football tournament, the Euros in 2024, England’s three group stage games saw pubs and bars increase their takings by between 25% and 44% from the equivalent dates the previous year.

Spikes tend to be even bigger if home nations progress deep into competitions. Average sales soared by 48% during England’s Euros semi-final in 2024, and by 59% on the day of the final against Spain.

Download the full report to read more.