Pub chains Marston’s and Fuller’s have reported significant increases in revenue linked to the recent FIFA World Cup, driven largely by strong beer sales during England’s matches. Marston’s revealed that it served two million pints of beer to customers watching England’s games, contributing to a boost in trading that has positioned the company to meet its annual profit targets sooner than anticipated.

At Fuller’s, similar gains were reported, with like-for-like sales rising by 5.1 percent in the current financial year. The uptick is attributed to increased foot traffic and beverage consumption during the tournament. Both companies have benefited from heightened demand as football fans gathered in pubs to watch the World Cup, translating into improved performance amid a challenging hospitality market.

Industry analysts suggest that such major sporting events continue to provide a valuable boost to the pub sector, helping offset other economic pressures by drawing larger crowds and increasing spend per visit. The sustained rise in beer sales amid the World Cup underscores the importance of live sports as a driver for hospitality revenues.