Pubs and high streets across the UK are preparing for a significant surge in activity as England’s football team takes to the field for a crucial match in the World Cup. The game, set for a 10 p.m. kickoff on Saturday, is expected to drive increased sales of food and drink both at home and in public venues, as fans rally behind captain Harry Kane and his squad.

According to estimates from the British Beer and Pub Association (BBPA), consumers may collectively drink around 40 million pints of beer during the day. Of these, approximately 18.5 million pints are forecast to be consumed in pubs, with a further 21 million drunk at home. The association’s chief executive, Emma McClarkin, noted that an additional 4.5 million pints could be poured in pubs, reflecting the enthusiasm surrounding the match and potentially marking “Super Saturday” for the hospitality industry.

The occasion is seen as an opportunity for a sector facing economic challenges, including increased taxes and rising wages. Simon Emeny, chief executive of brewery Fuller’s, remarked that the late kickoff might encourage patrons to stay out longer than usual, bucking the trend that has seen earlier closing times since the pandemic. He indicated that pubs would likely be busy from 9 p.m. through the match and into the late evening.

Retailers are also anticipating a substantial boost, with Voucher Codes estimating that £206 million will be spent on food and drink for at-home viewing parties, alongside an additional £104 million expected to be spent in pubs on the day. Many establishments have applied for special licences to remain open later than normal to accommodate patrons.

However, some venues have expressed frustration over local council restrictions that limit the ability to show the match outdoors. The Prince of Wales pub in Fleet, Hampshire, announced that it could only screen the game in its beer garden until 11:30 p.m. after complaints about noise levels invoked licensing rules. Similarly, The Garden House in Norwich must reduce its capacity from 500 to 170 due to a ban on showing the match in its beer garden after 11 p.m.

Meanwhile, support for the England team extends internationally, with roughly 30,000 fans expected to attend the game at the 82,500-capacity MetLife Stadium in New York/New Jersey. A win or draw against Panama would secure England’s progression to the knockout stages of the tournament. The match marks a key moment for both fans and the hospitality sector, signaling one of the busiest nights since the Euro 2024 tournament.