According to new research from payments company Dojo, almost half (46%) of Londoners have spent more time at pubs, bars and restaurants during EURO 2024, the first men’s summer football tournament since COVID-19 lockdown restrictions. Across the UK, nearly one in four (23%) said they’ve done the same and headed to bars and pubs to enjoy the action.

Around two in five (39%) Londoners increased their budgets for pub spending this summer, as they backed their countries throughout the tournament. According to spending data from Dojo, those in hospitality venues across the UK spent over £57M on Sunday 14th July, as England went head to head with Spain during the final. 4.19m transactions were made throughout the day, with a peak of 136 transactions per second 10 minutes before kick off.

Dojo’s data also showed that Saturday 29th June – the first weekend after ‘payday’ for many – saw the biggest day of hospitality spending during the tournament across the UK. Brits spent over £160m on the day. The volume of transactions in hospitality venues soared 13% following the tournament’s opening weekend, with customers basking in the sunshine while tuning into the final group stage matches.

Spending across the UK increased by 43% per location from the Euro 2020 final in 2021, marking a return to venues in the first men’s summer football tournament since COVID-19 lockdown restrictions and indicating the important role the Summer of Sport will play for hospitality venues. This increase is also as a result of price inflation, as prices of pints continue to soar.

“It’s been encouraging to see customers, in London and across the UK, flocking to the pub during Euro 2024. Pubs have faced significant challenges over the last few years and have had to invest in transforming experiences to attract new customers. People spending time with friends and family at pubs is a sign of not just support for football teams, but for the high street and the hospitality industry as a whole.” said Jon Knott, head of insights at Dojo.

Over a quarter (28%) of UK adults “always” go to pubs or restaurants during football tournaments and said they would continue to do so this year, despite the high cost of living. This figure rises to 51% when considering those in the capital, suggesting that sports fans go out to support their team and local businesses even during tougher times.

Of those Londoners who made pub reservations to watch the football with friends and family, 35% booked to tune into three matches or more.

97% of those across the UK who made pub bookings, pre-empted their team progressing in the tournament. Nearly a third (28%) of adults across the country said they would have still watched games in the pub after their team had been eliminated, with over half (51%) of Londoners saying they would do so.

In terms of preparedness, 51% of adults felt pubs were match-fit for the influx of supporters around Euro 2024, with just 8% of the view they were not. Nearly two-thirds (61%) of Londoners agreed their pubs were ready for the increased customer numbers.

Yet transaction processes will play an even bigger role in busier pubs and restaurants. Over half (51%) of adults feel the speed of payments will be important to their experience of watching sports more broadly in the pub this summer, with two-thirds (66%) of Londoners of the same opinion.

More than half (54%) of Londoners went as far as to say the availability of mobile app payments, ordering through QR codes and other advanced payment technologies influences their choice of hospitality venue when watching sports – with 29% of adults across the country agreeing.

“England’s progression in the tournament drew more and more fans into the pub, with venues managing a higher volume of customers wanting to get to and from the bar quickly and efficiently,” Knott added.