How pubs can score big during this summer’s Women’s Euros

This summer the reigning champion Lionesses will head to Switzerland to defend their Uefa Women’s Euro crown With no major men’s tournament this summer, pubs have a golden opportunity to drive footfall and revenue by tuning into a different kind of football fever: the Women’s Euros. As the Lionesses prepare to defend their crown in Switzerland this July, the hospitality sector is perfectly placed to embrace the momentum around women’s sport.

Understanding the audience shift

As previously mentioned, the popularity of women’s sport has boomed in the UK in recent years. According to Dani Rowlands, client director at CGA by NIQ, businesses saw sales growth of around 25% when England were playing in the World Cup two years ago. This was helped by the fact the tournament was held between late July and August but pubs also benefited from the tournament being held in Australia and New Zealand, meaning many of the kick off times were in the morning or early afternoon, which boosted a time of day that has a weak comparable period.

Jane Pendlebury, CEO of HOSPA, believes that 2022 was the turning point for women’s sport boosting hospitality performance. “That moment wasn’t just about the football; it seemed to mark a cultural shift in how women’s sport is perceived and celebrated. It drew crowds into venues in a way we hadn’t seen before, proving that there is a real appetite for these events – both from dedicated supporters and those newer to the sport,” she says.

This summer’s Euros offers pubs a chance to reach a slightly different crowd—especially women and more casual sports fans who may not normally watch matches in a pub setting.

“Around 20% of women say the only time they watch sport in pubs is during big fixtures,” says Rowlands. “That’s a huge opportunity. But these audiences are often more focused on safety and comfort than the typical male sports viewer.”

Understanding that difference is key. According to CGA’s PubTrack survey, 30% of women consider safety when choosing a venue to watch live sport. Creating the right atmosphere—one that feels inclusive, welcoming, and non-intimidating—is essential.

Creating safer, more inclusive spaces

Lynne Elliott, CEO of women’s safety charity White Ribbon UK, stresses the importance of proactivity from venues. She believes that pubs have a duty to make their spaces more inclusive. “It’s not just about avoiding harmful behaviour, it’s about actively creating welcoming environments. That means challenging sexist or dismissive comments in the moment, being aware of how space is shared, and listening to the experiences of women. Men have the power to reshape these environments by holding each other accountable and promoting respect as a baseline.

“There’s also the uncomfortable, yet stark truth that alcohol consumed around sporting events leads to skyrocketing reports of violence against women and girls. Encouraging excessive drinking has an empirical knock-on effect beyond the confines of the pub itself. Pubs, ultimately, need to be the ones to make their spaces safer and more welcoming for women – and acknowledging these truths is a key part of that,” she says.

Elliott thinks it is vital that staff are trained to spot and challenge inappropriate behaviour no matter their gender. “Creating clear zero-tolerance policies around harassment or sexist ‘banter’ sends a strong message, which, in turn, permeates beyond the pub,” she explains.

Marketing matters

Away from this, Rowland believes that for pubs to really take advantage of this summer’s football they have to tailor their offering to a different audience. A good food offering and a wide selection of non-alcoholic beverages can make a pub feel more welcoming.

“Pubs should demonstrate that they’re considering that they might have a slightly different audience to your classic football fixture. Those signals are going to really help break down the safety barriers that a lot of women will feel when it comes to going to watch big sporting fixtures in pubs. That doesn’t mean the pubs need to completely reinvent their offer or reinvent the wheel. It’s just about making sure they’re getting that messaging right and giving the signals that they are considering the additional needs that that audience might have,” says Rowlands.

It’s not enough to show the matches, pubs need to promote them. Many fans, especially casual viewers or those new to women’s football, may not know when games are on. Visibility is key. Alongside this, advertising any promotions or drinks offers that you may be running alongside an England or Wales game will show people interested in the games that you are tailoring your offering to them. What works for a men’s Euros game will not necessarily work for a women’s game.

“Offering packages that combine food and drinks, perhaps with themed menus or drinks specials during the game, adds a layer of experience that makes a night out more appealing. Collaborating with local women’s sports clubs or community groups to promote fixtures can also foster loyalty and word-of-mouth buzz,” says Pendlebury.

The long term opportunity

The opportunity presented to pubs extends beyond this summer as well. Rowlands believes that if pubs can show people that they can cater to their needs, there is a strong chance they will return. The Women’s Euros presents a rare opportunity for pubs to diversify their customer base, boost mid-summer trade, and position their pub as an inclusive, community-focused venue. It seems the question isn’t whether they can afford to invest. It’s whether they can afford not to.