An extra three million pints could be consumed during the Women's World Cup should the Lionesses reach the final.

The British Beer and Pub Association (BBPA) has predicted that the tournament could be a real boost for beer sales if England get to the final and pubs show the game.


The trade association is backing a campaign called 'Change the Channel', which is encouraging venues across the UK to back women in sport and show the Women's World Cup.

With 8.7 million people in the UK keen to watch women's sport the tournament could be a big boost to Britain's pubs, particularly as all games will be broadcast on the BBC.

If the England team did make it to the final, the 3 million extra pints sold would provide as much as a £9m boost to the economy, with the Great British pub being one of the main benefactors of a surge in demand for beer as fans cheer on the Lionesses at their local.

A Women's World Cup run would also be great news for the taxman. Beer duty, the extra tax put on beer in addition to VAT, would mean that HMRC would get a windfall as high as £1.4m from beer drinkers and pub-goers watching the Lionesses throughout the tournament if they made it to the final.

BBPA Chief Executive Brigid Simmonds said: "When it comes to watching England at the World Cup, only being at the game itself can compare with being in the pub.

"By switching the station to the Women's World Cup, pubs will be doing their bit to promote women's sport. With 8.7 million people in the UK keen to watch women's sport, it will also be a great chance for pubs to get customers through the door. This is why we support the Change the Channel campaign."