It will be the first men's summer tournament since the pandemic without social distancing restrictions, signalling a badly needed tonic for pubs and bars in particular.
In the pubs sector alone, the British Beer and Pub Association (BBPA) is expecting an extra 20m pints to be sold, taking the total to 300m pints served during the four weeks of the tournament and bringing in an extra £94m for publicans.
The wider hospitality sector could receive a £613.7m boost, according to research by the industry analyst GlobalData Retail for the website Vouchercodes, while retailers are in line for a £2.1bn windfall from sales of goods such as televisions and sportswear. An estimated 35.4 million supporters are likely to tune in and cheer or jeer the Three Lions and Scotland, helped by favourable kickoff times as the tournament is being held in Germany.
This story is from the June 10, 2024 edition of The Guardian.
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This story is from the June 10, 2024 edition of The Guardian.
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