England fans to have £84million brunch bonanza for Lionesses’ World Cup opener

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    Football fans will embark on an £84.5million brekkie, brunch and booze bonanza watching the Lionesses' begin their bid for World Cup glory on Saturday (July 22).

    At least 5.4 million are expected to tune in from their sofas, pubs, restaurants and cafes to see England's opening group game against Haiti which kicks off at 10.30am. Pubs are desperate to combat the early UK kick-offs for matches in Australia and New Zealand by offering free breakfasts and football shirts to lure supporters from their living rooms.

    According to internet marketing service VoucherCodes.co.uk 4.3m will watch the game from home blowing £70.3m. Fridges have been stocked up with food and drink totalling £51.8m ahead of the game. On top of that fans have shelled out £8.6m on new TVs, £6.2m on England kits, £2m on Lioness merchandise and £1.7m on patriotic decorations.

    At least 1.1m will soak up the action in the pubs, bars and restaurants. They are predicted to spend £14.2m over the 90 minutes – £10.8m on booze and £3.4m on food.

    READ MORE: Meet the England Women World Cup BAPs – from Tour de France star to tournament rival

    Experts expect Britain's ailing retail and hospitality industries will receive a £158m shot in the arm during the two weeks of the tournament's group stage. If the Lionesses qualify football fever is likely to send spending through the roof.

    Anita Naik, savings expert at VoucherCodes.co.uk, said: "As the Lionesses kick off their Women’s World Cup campaign in style against Haiti understandably there will be an increased interest in the tournament amongst UK fans.

    "Despite the ongoing cost-of-living crisis and early kick off times predicted spending figures show that consumers are still keen get behind the squad.

    Where will you be cheering on the Lionesses? Tell us in the comments section below

    "Fans planning to cheer on the team from the comfort of their home should shop around before loading up the fridge with their favourite match day essentials, as supermarkets will be offering plenty of deals and discounts on food and drinks.

    "For supporters planning on drinking a freshly pulled pint or breakfast coffee while watching the match from the pub spending time researching costs is sensible as many pubs and bars will be offering World Cup discounts."

    Bars across the country are opening early to screen the match. Hungry Horse pubs will give out free breakfast butties.

    Greene King's Urban Bars chain plan to give away 10 Lioness shirts before next Friday's (July 28) clash with Denmark.

    Emma McClarkin, chief executive of The British Beer & Pub Association, said: "We're urging people to head to their local to watch England this summer. Pubs are unrivalled in the camaraderie, atmosphere and passion they bring to watching live sport.

    "There's nowhere better than the local to cheer on the Lionesses. We should celebrate the growth of women's sport in the UK and the Euros-winning England team are spearheading the push towards greater equality in sport.

    "We're proud that pubs are playing a part in promoting the women's game. Let's all get behind the Lionesses to go all the way once again."

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    Victoria Mavin, who runs the Bellringer and Pool Dole inns in Stoke, Staffs, said: "It was an obvious decision to show the Women's World Cup in both our pubs.

    "Equality in sport has come such a long way in recent years and women's football in particular is great to watch. We cannot wait to create a buzz around the event in the coming weeks."

    She said the Lionesses' Wembley Euros win last year (2022) followed by the men's team reaching the World Cup quarter-finals in Qatar brought the community together'.

    • World Cup
    • Pubs
    • England women’s football team

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