Scotland’s participation in the Euros led to a significant boost in sales for Scottish hospitality venues, with an average increase of 33% on match days.
This data, collected by CGA by NIQ, highlights the economic impact of major sporting events on local businesses.
The most notable increase occurred on the day of Scotland’s game against Switzerland, which saw a 38% rise in sales compared to the previous year.
Other matches also contributed to this surge, with games against Germany and Hungary resulting in sales increases of 36% and 28%, respectively.
High street pubs were the primary beneficiaries of this uptick, experiencing an average sales increase of 74% during Scotland’s matches.
This trend underscores the significant role that pubs play in the social and economic fabric of Scottish communities, especially during major sporting events.
In addition to boosting sales, the Euros provided a much-needed respite for the hospitality sector, which has been grappling with rising costs, staffing shortages, and weakened consumer demand amid the cost-of-living crisis.
Leon Thompson, Executive Director of UKHospitality Scotland, said: “The entirety of Scotland was square behind the national team during the Euros, with many flocking to the pub to cheer them on.
“A 33% increase in sales shows the pull of sport to consumers and reinforces that the pub really is the best place to watch sport, outside of being in the stadium itself.
“At a challenging time for hospitality, venues will now be raising a glass to the Scotland fans that delivered a vital boost to sales with their passionate support of the national team.”
Overall, the Euros have demonstrated the substantial positive impact that major sporting events can have on local economies, particularly in the hospitality sector.
This period of increased activity offers a glimpse of recovery and growth potential for businesses that have faced numerous challenges in recent years.
