• More than 280,000 bookings already secured across Stonegate pubs across the tournament
  • Live sport bookings surge by over 1,600% as World Cup excitement builds
  • Up to 800,000 bookings forecast if England reach the final
  • 5 million pints expected to be poured across Stonegate’s estate during the tournament
  • New talkSPORT partnership to power ‘approved’ pub experiences and live watchalongs
  • Nearly half of fans (49%) would rather watch matches in the pub than inside the stadium

Stonegate Group is reporting a significant surge in bookings as the FIFA World Cup kicks off, following weeks of growing demand from fans across the home nations and setting the stage for one of the biggest trading moments in the calendar.

The UK’s largest pub company has already recorded more than 280,000 bookings across its estate for all World Cup games, with momentum continuing to build, Stonegate forecasts bookings could reach over 700,000 if the home nations progress to the quarter finals, rising to around 800,000+ should the teams reach the final.

Across the tournament, the Group expects to pour approximately 7.5 million pints, underlining the scale of the opportunity for the pub sector.

To capitalise on demand and position its venues at the centre of the matchday experience, Stonegate has developed a nationwide programme of activations, partnerships and digital initiatives designed to drive footfall and engagement throughout the tournament.

A key element is a new partnership with talkSPORT, which will see Stonegate pubs recognised as ‘talkSPORT approved’ venues, based on insight into what fans value most when watching live sport, from atmosphere and screen visibility to quality of serve.

The partnership will also deliver live watchalong broadcasts for England fixtures, streamed via talkSPORT’s YouTube channel and hosted in Stonegate pubs, featuring ex-professional footballers and bringing fans closer to the action.

Alongside this, Stonegate is using its MiXR app to launch ‘talkSPORT Pub Pundits’, enabling guests to share opinions, debate key moments and engage with matches in real time in the app.

These plans are supported by new consumer insight commissioned by Stonegate, reinforcing the strong demand for pub viewing during major tournaments.

Nearly half of fans (49%) prefer watching matches in the pub, while 43% admit to cancelling plans to do so. Celebrations are also set to be bigger than ever, with fans estimated to spill up to 3.08 million pints per match – that’s the same as 11,600 bathtubs being spilled per game. The research also highlights the importance of routine and atmosphere, with supporters returning to the same venues for key fixtures.

Stonegate is also bringing this atmosphere to life through its ‘Roar of the Nation’ campaign, delivered in partnership with Heineken, which will measure crowd noise across venues during matches to identify the loudest and most passionate pubs in the country. The initiative encourages fans to cheer as loudly as they can during England and Scotland World Cup matches, with pubs competing live against participating venues to be crowned the home of the loudest and most passionate supporters.

David McDowall, Stonegate Group CEO, said: “Major football tournaments present a huge opportunity for the sector, and we’re already seeing that reflected in our booking numbers as fans plan where to watch the matches together.

“Our focus is on creating the very best matchday experience across our pubs, whether that’s through atmosphere, collaborations like talkSPORT, or digital engagement through MiXR, ensuring our venues remain the go-to destination throughout the tournament.”

With demand continuing to build and a packed programme of activity planned, Stonegate is set to play a leading role in bringing fans together in pubs across the UK during this summer’s World Cup.