England fans drink to the Lionesses as pubs prepare for record crowds

As the Lionesses roar into the UEFA Women's EURO Final this weekend, new data from Stonegate, the largest pub operator in the UK, has shown that pubs are set for record crowds watching England women take Germany on Sunday.

By Ros Shiel, Director, ShielPorter Communications

28 July 2022

Despite the final being free to view on the BBC, the highly anticipated fixture has already attracted thousands of table bookings across the country. Figures released by Stonegate today, show an 109% increase in bookings for the final (vs semi-final), with the company set to smash previous attendance figures for a women's football fixture.

It seems that the nation is ready to raise a glass to Sarina Wiegman's team too, if the semi-final victory over Sweden is anything to go by. The 4-0 result on Tuesday night saw an increase in alcoholic drink sales of 39% across Stonegate's portfolio of 1114 venues that show live sport.

For the final, Stonegate expect footfall numbers to match and even exceed those seen for men's UEFA Champions League knockout games, which are traditionally popular in pubs due to the restrictive pay-per-view access in people's homes.

Footfall statistics show that the semi-final clash between England vs Sweden drew similar sales comparative to Spurs vs Chelsea in the Premier League and Wales vs Scotland in the men's Guinness Six Nations earlier this year, both notoriously known to fill local pubs.

"We've never seen anything like this for women's football. It's incredible. The way the country is getting behind the Lionesses at their local pub is superb," said Stonegate Managing Director Helen Charlesworth.

"Our busy nights are usually reserved for Champions League matches that are only available to watch on pay-per-view channels that we have in our pubs. But this fixture has already seen unprecedented demand that puts it on par with the sell-out Chelsea Vs Real Madrid clash last year."

Other statistics include

  • More than 650,000 digital impressions across We Love Sport platforms which were related to the Women's EUROs

  • To date, more than 3000 people have booked into We Love Sport pubs to watch the Women's EUROs

  • We Love Sport saw enquiries jump by 57% for the semi-final and expect that to double for the final

  • 300 tickets have been given away to Women's Football fans across the UK through gamification and We Love Sport promotions with Heineken UK

Stonegate has taken proactive steps during this year's tournament to make their venues as inclusive and welcoming to women as possible.

Partnering with #HerGameToo and championing their message that 'Football is a Game for All', the company has made a pledge to educate site General Managers on football sexism, turning their bars into safe environments for female fans to enjoy matches with a pub experience. Additionally, Stonegate has signs in every pub with a reporting system for sexism during sport, with all pubs having a #HerGameToo logo on the entrance to identify them.

The move is part of Stonegate's long-term commitment to showing significantly more women's sport in its venues in the coming years, coupled with creating an environment where women feel more comfortable than ever before watching sport in their local. 

Football fans can download the We Love Sport app to find their local Stonegate pub showing the UEFA Women's EURO Final and claim a complimentary pint of Heineken, bottle of Heineken or a bottle of Heineken 0.0.

For more information, visit: https://www.welovesport.co

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