IIn England, soccer is not just played. It lives, breathes and is shared. And the 2026 World Cup promises to continue this tradition with a new flavor. The British government has announced that pubs will be allowed to serve pints until 1am if England progress to the second half of the competition. This measure aroused enthusiasm and debate, as well as considerable pressure from fans to extend not just the quarter-finals, semi-finals and final, but the entire tournament.
The proposal, led by Interior Minister Shabana Mahmood, comes at a critical time. Matches in North America were likely to be played later to suit British clocks due to the heat. Possible start times of 5pm, 8pm, 11pm and 2am UK time are being considered, with final confirmation expected this Saturday. This means that matches starting before 9pm can legally be accompanied by pints until 1am, without resorting to special permits.
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A six-week public consultation has also been launched to consider the possibility of extending opening hours during England matches. The measures will cover pubs and licensed premises in England and Wales as long as the national team progresses through the group stages. Scotland and Northern Ireland could potentially follow the same path if they follow their respective World Cup routes, although different rules apply.
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It’s not just sports that are expected. The British Beer and Pub Association hopes the World Cup will spark a real wave of consumption, with 55 million pints potentially consumed over the month-long competition. Some analysts say the numbers could provide a much-needed economic boost for the country as it seeks to revive domestic spending.
Emma McClurkin, the association’s director, sums it up with a motto that many Brits would agree with:
Star Pub director Lawson Mountstevens agrees with his views, stressing that global events such as the World Cup are “key to bringing people together”, with trade increasing by 20% during these tournaments.
For many pub owners, the easing of regulations will come like May rain.
The relationship between soccer and the economy is not new. In 2022, the UK’s GDP grew by 0.1% in November due to the impact of the World Cup to be held in Qatar.
And in 2018, when the Three Lions reached the semi-finals in Russia, the country saw a noticeable increase in consumption.
