Scottish pubs set for 40% sales boost as World Cup campaign starts

Scottish pubs and bars are projected to secure a 40% boost in sales as the national football team begins its World Cup campaign, according to new findings from UKHospitality Scotland. 

Ahead of Scotland’s first match last Sunday (14 June), UKH said it expected a significant rise in turnover as fans visit licensed venues to watch Scotland play Haiti in its first World Cup finals appearance for 28 years. 

It comes as data from transaction specialist Reward showed that matches during Euro 2024 previously delivered 38% year-on-year sales growth for the hospitality sector.

Most local authorities across Scotland have granted extensions to licensing hours to accommodate the tournament matches, which broadcast during the early hours of the morning. 

UKH Scotland stated that it expects high levels of consumer demand to continue throughout the tournament despite the late timings.

It also noted that licensed venues require additional revenue support as businesses continue to face high operating costs across the sector.

Executive director of UKHospitality Scotland, Leon Thompson, said: “Scotland’s return to the World Cup after 28 years is a huge moment for the country.

“While the Tartan Army is well represented in Boston and Miami, there will be millions of Scots heading to their local to cheer the team on and celebrate Scotland’s rightful return to the biggest footballing stage.”

He added: “We saw fantastic support for our locals during the Euros, delivering a 40% sales boost, and I expect we will see similar scenes in pubs across Scotland, even in the early hours of the morning. It will be a much-needed boost for our pubs and bars, which continue to grapple with cost challenges, so I urge as many Scots as possible to brave the late kick off and head to the pub for the games.”