In England, football is not just played. It is lived, breathed and shared. And for the 2026 World Cup, this tradition promises to be acquired with a new flavour. The British government has announced that pubs will be allowed to serve pints until 1am if England reach the latter stages of the tournament. This measure has unleashed enthusiasm, debate and also a good dose of pressure from fans, who are calling for a general extension for the whole tournament, not just for the quarter-finals, semi-finals and final.
The proposal, driven by Home Secretary Shabana Mahmood, comes at a crucial time. Encounters in North America, due to the heat, could be played at late hours according to the British clock. Possible start times of 5pm, 8pm, 11pm and 2am UK time are being considered, with final confirmation expected this Saturday. This means that matches starting before 9pm could be legally accompanied by a pint until 1am, without having to resort to special permits.
A six-week public consultation has also been launched to consider the possibility of extending opening hours during England’s matches. The measure would cover pubs and licensed premises in England and Wales, as long as the national team makes it past the group stage. As for Scotland and Northern Ireland, although different regulations apply, they could follow the same path if they progress in their respective World Cup routes.
A wave of graffiti
The expectation is not only sporting. The British Beer and Pub Association hopes the World Cup will unleash a veritable wave of consumption, with 55 million pints potentially being consumed during the month-long tournament. This figure, according to some analysts, could translate into a much-needed economic boost for a country looking to revive domestic spending.
Emma McClarkin, director of the association, sums it up with a motto that many Britons would subscribe to
His view is shared by Lawson Mountstevens, director of Star Pubs, who stresses that global events such as the World Cup “are key to bringing people together” and that trade increases by 20% during these tournaments.
For many pub owners, this regulatory relief comes like rain in May.
The relationship between football and the economy is not new. In 2022, the World Cup in Qatar contributed to a 0.1% growth in UK GDP in November.
And in 2018, when the Three Lions reached the semi-finals in Russia, the country experienced a noticeable increase in consumption.
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