As England prepares for the 2026 FIFA Men’s World Cup in the US, Canada, and Mexico this summer, British pubs are already feeling the heat of football fever, and it seems to be arriving earlier than ever.
My local in Wandsworth, The Ship, with its large beer garden along the Thames, has seen a noticeable surge in demand.
Alex Downs, who works at the pub, told The Times: “Bookings do seem to be coming in a lot earlier than we would have imagined, especially over the last two weeks or so. I think now that we’re through the bank holiday, everyone seems to be thinking about what’s coming this summer. We’ve got 300 booked in already for the Croatia game – it’s definitely looking like it will be crazy busy.”
This isn’t an isolated case. A short bus ride from nearby Clapham Junction reveals multiple pubs with signage warning of the last remaining spots for some England games.
In central London, the situation is even more severe. My local work pub in Mayfair has already sold out entirely for England’s group-stage matches, with tables snapped up weeks in advance.
This level of advance planning marks a noticeable post-Covid change in how fans approach big tournaments. While fan parks and beer gardens have long been popular destinations for major football events, the requirement to pay deposits, sometimes as high as £25 or £30 per person or per table, to reserve space at your own local pub feels like a new phenomenon.
People are now far more likely to book tables in advance rather than simply turning up and chancing it, a habit reinforced by pandemic-era restrictions and a more competitive, capacity-conscious hospitality landscape.
Government steps in with extended hours
Venues can stay open until 1am for many knockout-stage matches involving home nations with kick-offs between 5pm and 9pm UK time, and until 2am for later starts.
This applies across up to 13 potential matches if teams advance far, removing the need for individual temporary event notices in many cases.
Home Secretary Shabana Mahmood has framed the move as support for fans and the sector: allowing communities to celebrate (or commiserate) without rushing home early.
Industry leaders have welcomed it, highlighting the boost to community spirit, jobs, and local economies at a time when many venues continue to face cost pressures.
The late kick-offs due to the North American hosting are particularly advantageous for UK pubs, aligning with peak evening social hours.
A much-needed lift for hospitality
The hospitality sector has faced significant headwinds since the pandemic, including rising costs, staffing challenges, and uneven demand recovery. A strong World Cup performance from England could provide timely relief.
Historical precedents suggest substantial gains: England’s run to the quarter-finals in 2022 generated around £155 million in additional pub revenue, while Euro 2024 saw millions of extra pints poured and broader economic spending in the billions.
With early bookings already surging and extended hours in place, pubs with big screens, gardens, or strong fan atmospheres stand to benefit most. London venues alone could see tens of thousands of pounds in extra revenue during peak matches, with potential spillover into the night-time economy.
For fans, the message from pub managers is clear: book early. With demand building two months out for even the group stages, and deposits becoming commonplace, prime spots in popular locals could vanish fast.
I am hoping to still get into the Ship’s riverside garden. If not, it’s clear that other UK’s pubs are also gearing up to become the beating heart of this summer’s football celebration.
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