Scottish football’s Euros cloud left a silver lining on the bar

Hospitality sales across Scotland were boosted by an average 33% on each day that the Scottish national team played a match in the Euros international football tournament.

The latest data, collected by CGA by NIQ, reveals that the day of Scotland’s game vs Switzerland generated the biggest boost in sales, with an increase of 38% on the same day last year. The national side’s games against Germany and Hungary saw daily increases of 36% and 28% respectively.

High street pubs benefitted the most from Scotland’s participation in the tournament, enjoying an average 74% increase to sales on match days.

UKHospitality Scotland executive director, Leon Thompson, commented: “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.”