Scottish pubs set for 40% World Cup sales boost

Scottish pubs and bars are in line for a “much-needed boost” amid Scotland’s first World Cup appearance in 28 years.

According to analysis of transaction insight by Reward, Scotland games during Euro 2024 delivered 38% year-on-year sales growth, and similar levels of demand are expected for the 2026 World Cup, UKHospitality Scotland stated.

It comes after King Charles officially gave approval for a World Cup bank holiday on Monday 15 June for Scotland.

The majority of local authorities across Scotland have also provided extensions to licensing hours to accommodate the late kick-off.

Leon Thompson, executive director of UKHospitality Scotland, 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.

“We saw fantastic support for our locals during the Euros, delivering a 38% 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.”

UK football fans are expected to spend £898m across hospitality venues during the 2026 World Cup this summer – with forecasted spending more than double the £442m generated across hospitality during the 2022 tournament, according to research published last month.

Scotland’s first game takes place against Haiti in the early hours of Sunday morning (14 June).

The team are also due to play Morocco on 19 June (11pm) and Brazil on 24 June (11pm).

You can read more about what operators can do to maximise the World Cup trade here.