England’s World Cup quarter-final against Norway on Saturday night is expected to be the busiest night for British pubs since the 2018 semi-final, with licensing hours extended to 2am and an estimated 22 million viewers tuning in as the country weighs the prospect of a bank holiday should Thomas Tuchel’s side go all the way.
Pubs across England and Wales will stay open until 2am on Saturday as England take on Norway in the World Cup quarter-final, with fans expected to drink around 42 million pints across the night. The match kicks off at 10pm amid an ongoing heatwave, with around 22 million people, roughly one in three of the population, expected to stay up to watch. Industry figures suggest the occasion will surpass England’s 2018 World Cup semi-final, the Euro 2024 final, the 2022 winter World Cup and the Euro 2020 final as the busiest night in recent memory for British bars.
Millions Set to Pack Pubs Across the Country
An estimated 2.5 million supporters are expected to squeeze into England’s 35,000 pubs to watch the game, with around 21 million pints forecast to be drunk in venues and a further 21 million consumed at home. Temporary licensing extensions mean thousands of pubs will be able to remain open into the early hours, giving venues the chance to capitalise on what is shaping up to be one of their busiest trading nights of the year.
Mike Kill, chief executive of the Night Time Industries Association, said the extended hours represent a significant opportunity for the trade. “Millions of extra pints will be sold on what will be a huge day,” he said. “2am licences are a giant bonus for the trade. Thousands of pubs across the country will be open into the early hours, giving a welcome lift to businesses. Publicans have ordered millions of pints of extra beer to make sure they have enough stock for a blockbuster day.” Emma McClarkin, chief executive of the British Beer and Pub Association, echoed the sentiment, saying: “The pub is the best place for fans to come together and cheer on England, with up to 5.5 million extra pints to be sold during the England match.”
A Record-Breaking Audience Expected
Broadcasters are also bracing for huge viewing figures. ITV is projected to draw an audience of 17 million, with a further 5 million watching via ITVX streaming, which would mark the highest combined figure since 24.2 million tuned in for the Euro 2024 final, according to BARB data. Viewing numbers are expected to be boosted by the number of children permitted to stay up for the match given there is no school the following day.
This builds on already extraordinary figures from earlier in the tournament. England’s round of 16 clash with Mexico, which kicked off at 2am on a Monday, still attracted 9.1 million viewers in the UK, a figure the BBC confirmed was the largest television audience ever recorded for a live UK broadcast between 2am and 4am. The same match also set a record as the most-watched football game in American television history, drawing 44 million viewers in the United States. Data from payments company Square showed that pub and bar transactions in England and Wales rose 367 per cent between 1am and 3am, and 746 per cent between 3am and 5am, compared to a typical Monday morning, with an estimated 6 million pints served during that match. Industry bosses are now hoping to more than triple that figure on Saturday night.
Fans Gather From Miami to Sheffield
Support for the team will extend well beyond British pubs. In Miami, England will be backed by their largest travelling contingent of the tournament, with 30,000 fans expected inside the Hard Rock Stadium. Back home, large-scale screenings are also planned, including a 20,000-strong crowd expected at Silverworks Island in East London, alongside another big screen event at 90s Fest at Don Valley Bowl in Sheffield. Several festivals and events scheduled for Saturday are bringing forward their start times to ensure they wrap up before kick-off.
What’s at Stake
Should England overcome Norway and star striker Erling Haaland, they will progress to face either Argentina or Switzerland in the semi-final, scheduled for Wednesday, 15 July, at 8pm. The final is set for Sunday, 19 July, also with an 8pm kick-off.
Speculation has also grown over the possibility of a bank holiday should England go on to win the tournament for the first time in 60 years. Government sources have suggested Prime Minister Sir Keir Starmer is “minded to” recommend a public holiday if Harry Kane and his teammates bring the trophy home. Asked directly about the prospect while speaking to reporters at the NATO summit in Ankara, Starmer was cautious: “Let’s see what happens if we get there, but on the question of a bank holiday, I think I don’t want to jinx it, but ask me again if we get to the final.”
