The women’s Euros final promises to break records as the Lionesses take on Spain in a highly anticipated showdown. Fans across the UK plan to tune in for what could become the most-watched women’s football match in the nation’s history. Industry experts predict it will surpass the 14.8 million peak viewers who watched England narrowly lose to Spain in the 2023 World Cup.
After a shaky start, England’s thrilling victories have captured fans’ hearts and boosted interest in the women’s Euros final. ITV’s semi-final broadcast against Italy drew the largest audience of the year, building momentum ahead of the final match.
This enthusiasm has also driven a significant financial impact. Research by GlobalData for VoucherCodes shows UK consumers will spend over £800 million during the tournament. This figure tops last year’s women’s World Cup spending by £221 million.
On the day of the women’s Euros final, consumers will likely spend nearly £184 million in pubs, sports stores, supermarkets, and other retail outlets. However, most fans prefer to watch the game at home, making supermarkets the biggest winners.
Tesco expects a 15% rise in sales of Euros-related products. They plan to sell more than 450,000 bottles of champagne and sparkling wine. Fans will use these to celebrate victories or soothe defeats.
Interestingly, while England supporters cheer on their team, Spanish beers like San Miguel and Estrella Damm will dominate beverage sales. David Albon, a Tesco beer buyer, highlights the coincidence between Spain’s sporting success and the rise of Spanish beer popularity in the UK.
Meanwhile, Asda predicts it will sell over 6 million pints and 300,000 pizzas this weekend. The supermarket launched a “Half & Half” pizza featuring ingredients from both England and Spain.
In total, fans will consume about 13 million pints during the final. Approximately 4.5 million people will watch in hospitality venues.
Women and girls make up 53% of the audience, showing the growing appeal of the women’s game. Young stars like 18-year-old Michelle Agyemang attract nearly 5 million under-18 viewers.
Thanks to the family-friendly atmosphere and popular drinks like tea, coffee, and juices, the tournament appeals to a wider audience than ever before.
Greene King actively supports this trend by promoting women’s sport in pubs with special events, chant books, and a new pale ale called “Cheers Her.” Their efforts have increased matchday attendance. Moreover, they have enhanced fans’ overall experience.
Although alternative drinks gain popularity, the traditional pint remains a firm favorite. Fans are expected to drink nearly 52 million pints throughout the tournament, including 13 million on final day.
Whether fans toast victory or drown their sorrows, the women’s Euros final will mark an unforgettable moment in UK sports. It will also impact social life intensely.
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