Pubs in England they are waiting for a push from Soccer World Cupbut they tremble at the time. Meanwhile, according to Deutsche Welle, the Qatar event has so far attracted attention for all the wrong reasons. Reports of kickbacks by FIFA officials from organizers for hosting the World Cup in the country, concerns about human rights violations by targeting the LGBT+ community. An additional challenge was the choice to host the event for the first time in the winter to escape the suffocating desert heat.

British pubs are involved somewhere, as we are on the doorstep world Cup 20 November. The British love of football is also known to be a huge financial boost for pubs. Euro 2020 is a typical example, bringing in over £700m to their treasury.

“We are doing our cross so that the England team will perform well,” emphasize their owners.

But what happens when a sporting event is first held in winter? “We’re doing our cross for the England team to succeed.” At least that’s what Chris Conchi, head of sports marketing at one of the UK’s largest pub chains, Greene King, told the Financial Times. The first match of the England team is only on November 21st. However, in general, the first rounds of the competition are not of such interest as a semi-final or final with the participation of England could hypothetically be. Pub owners crowded their establishments and opened up backyards with giant screens due to the summer. However, when the temperature drops and it rains, it is difficult to create such conditions.

At the same time, huge operating costs due to the energy crisis are creating problems for the focus. Industry insiders estimate they need at least 20% more turnover than before the pandemic just to survive. However, such a thing is not particularly feasible.

The ever-increasing cost of living on the part of consumers has significantly reduced consumption. A study conducted by Heineken in conjunction with research firm KAM found that 2/3 of visitors will be more mindful of the amount of drinks they consume. Of course, according to the same company, at least 16 million Britons will watch at least one match in a pub.