Thousands of pubs across the United Kingdom are preparing to extend their opening hours into the early morning to accommodate England’s World Cup match against Mexico, following a government decision announced late Thursday to permit alcohol sales until 5 a.m. on Monday. The match’s originally scheduled kickoff time of 1 a.m. BST has prompted many venue operators to adjust logistics at short notice, with some facing uncertainty amid reports that FIFA might move the kickoff earlier due to adverse weather forecasts.

Businesses like the Garricks Head in Flixton, Greater Manchester, report strong demand despite the late hour. Proprietor Dawn Slater said her venue has been at full capacity for every England fixture so far, with bookings continuing steadily ahead of the Mexico game. The pub can host up to 499 patrons but may be limited to 300 indoors if restrictions remain unclear regarding the use of outdoor gardens at that time.

Chris Jowsey, chief executive of Admiral Taverns, noted heightened interest from licensees seeking longer trading hours following the government’s last-minute announcement. The unusual timing contrasts with typical afternoon matches that attract families and daytime crowds to beer gardens, adding an element of unpredictability to the evening’s business. However, previous matches have demonstrated robust demand; after England’s 2-1 victory over DR Congo on Wednesday, the country’s largest pub operator, Stonegate, sold over 800,000 drinks across more than 1,000 venues, significantly exceeding average midweek sales.

Despite some concerns about the 1 a.m. start, hospitality executives remain optimistic. Andy Spencer, chief executive of Punch Pubs, acknowledged the unconventional timing but expressed confidence that customers would embrace the unique pub atmosphere for the match. Similarly, Marston’s, which manages roughly 1,300 outlets, reported that over 400 of its venues were preparing to open for the game, with more expected to follow.

The British Beer and Pub Association estimates the extended hours could result in up to one million additional pints being sold nationwide. Nevertheless, not all operators welcome the sudden policy shift. Some publicans who had already secured costly temporary event notices to extend their licensing hours now face potential financial losses due to the government’s decision to broadly permit late-night alcohol sales without the need for individual applications.

Industry insiders describe the move as a reactive measure lacking sufficient planning, pointing out logistical challenges such as last-minute security arrangements. The National Police Chiefs’ Council criticized the timing of the announcement, highlighting that England’s tournament schedule has been publicly known for some time. In London and other major cities, celebrations may also be curtailed by reduced late-night public transport services following the match.