England went less far in 2026, but pub sales beat Euro 2024 — format and scheduling outplayed on-pitch progress

England reached the semi-final in 2026, one round short of their Euro 2024 final run. Yet UK pubs saw a bigger sales boost: four World Cup games generated increases exceeding 50%, double the number at either Qatar 2022 or Euro 2024. Late opening hours, including all-night trading for England–Mexico, and the expanded tournament format contributed.