More than half of British adults plan to avoid pubs during this summer’s World Cup, with late kick‑off times and concerns over spending expected to hit hospitality venues across the country.
A survey of 2,000 adults found that 54 per cent intend to watch matches somewhere other than their local pub.
With games taking place across North America, many fixtures will air late in the evening for UK audiences — a challenge for both supporters and pub operators.
The findings suggest landlords could miss out on significant revenue during one of football’s biggest events.
Research shows pub‑goers spent an average of £33 per match during the previous World Cup, and industry figures believe per‑customer spending could now be even higher due to inflation.
Late kick‑off times were the biggest deterrent.
Among those who watched matches in pubs during the last tournament, 63 per cent said this year’s scheduling was discouraging them from returning.
More than a third of respondents said they were looking to cut discretionary spending, while almost a quarter cited concerns about travelling home after late matches.
World Cup 2026: More than half of Britons plan to avoid pubs during tournament
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Many supporters also have a clear cut‑off point: most said 9pm was the latest they would be willing to go to a pub to watch a game.
Work commitments were a barrier for 17 per cent, while 14 per cent said late kick‑offs clashed with parenting responsibilities.
In an effort to boost footfall, Simply Business has launched a campaign called “Best Seat in the House”, in partnership with former Arsenal and England midfielder Ray Parlour.
Fans are being invited to pledge to watch a World Cup match at their favourite independent pub, with the venue receiving the most support awarded £5,000.
Pub landlords are warning of extremely tough trading conditions
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“Pubs and football go hand in hand,” Mr Parlour said.
“There’s nothing quite like being in your local, cheering on your team… I know first‑hand what it takes to keep a pub going and right now landlords are fighting harder than ever just to keep the doors open.”
A promotional display has been installed at the Bricklayer’s Arms in Putney.
Landlord Chris Walsh said independent pubs remain “the beating heart of their communities”, but warned the industry faces “an incredibly tough period ahead”.
Julie Fisher, UK chief executive of Simply Business, said independent pubs contribute “enormously to the strength of both our local communities and economy”.
Despite concerns about attendance, the research suggests landlords could still see a boost if the home nations progress deep into the competition.
Over 40 per cent of supporters said they would be more likely to visit a pub if England or Scotland enjoyed a successful run.
For many hospitality businesses, a strong performance from the national teams could provide a welcome lift during what is expected to be a challenging World Cup for the sector.
