In what promises to be a summer of excitement and hope, pubs up and down the land are bracing themselves for a massive influx of footy fans ahead of England's World Cup opener against Croatia. And it's not just the Three Lions' chances that are on everyone's lips - with pub bookings soaring by an astonishing 293% as fans prepare to descend upon their local watering holes in droves.
This surge in demand is set to translate into a financial windfall for the hospitality sector, with UKHospitality predicting a whopping 42% sales increase across the group stage of the tournament. It's a trend that's been seen before, of course - during Euro 2020, England's group games delivered a similar 42% rise in sales, and it looks like history is about to repeat itself.
As the big match approaches, fans are flocking to their favourite pubs to catch all the action on the pitch. And with good reason - according to polling firm Opinium, no less than 29% of UK adults plan to watch the World Cup in a pub. That's set to inject an extra £600 million into the economy over the course of the tournament, and provide a welcome boost to local businesses.
The data is clear: England's fans are ready to flock to their local pubs and cheer on the team with friends and fellow supporters. And as Emma McClarkin, chief executive of the British Beer and Pub Association, points out, there's no better way to do it than in a traditional pub, where the atmosphere is electric and the camaraderie is just as important as the goals.
James Nicandrou, associate director at Opinium, agrees. "This spending power, particularly from younger adults, will provide a vital economic stimulus," he says. And with millions of pints set to be pulled during England's opening match alone, it looks like this World Cup is shaping up to be one to remember.