UK consumers are expected to spend £31.9m at hospitality venues while watching England’s opening match against France in the Women’s Euros tournament, according to a new report.
The Women’s UEFA Euro 2025 Spending Report by VoucherCodes.co.uk shows that during the Group Stage of the Women’s Euros tournament, the hospitality sector will benefit from a £101.4m boost from football fans.
With 3.1m consumers intending to visit a hospitality venue for at least one Group Stage match, food sales are projected to reach £40.5m. Pints of beer and cider are anticipated to be especially popular throughout the tournament, with £60.9m worth of drinks predicted to be purchased during the Group Stage alone.
Throughout the entire tournament, UK consumers are expected to spend £258.3m at pubs, bars, restaurants and other hospitality venues, with 7m people anticipated to visit these establishments.
For England’s opening match against France, excitement is expected to be high, which is reflected in spending patterns, with the hospitality sector projected to see a substantial £31.9m boost, the largest of any Group Stage match.
Since the Women’s Euros is considered a more family-friendly tournament than the Men’s Euros, hospitality spending will be more conservative compared to retail spending (£98.7m). This is also evident in viewing patterns, with 2.3m expected to watch from hospitality venues compared to 4.8m planning to watch from home.
Michael Brandy, senior commercial director at VoucherCodes.co.uk, commented: “England’s first match against France will encourage a flurry of hospitality spending, with excitement and an 8pm prime-time Saturday fixture encouraging consumers to head to their local pubs and bars.
“With hospitality venues across the country competing for customers, if you’re showing the Euros Matches you should consider offering some enticing deals to nudge fans to spend with you. Giving customers a generous discount or freebie early in the tournament could lead to lasting loyalty across all the games.”
