Pub bosses urged England fans to pack out the nation’s struggling boozers on what is set to be the busiest day for the country's pubs since the coronavirus pandemic began.
With Three Lions fans effectively banned from attending the crunch Euro 2020 quarter-final against Ukraine in Rome, football supporters are being encouraged to watch the huge game in their local pub.
It could prove a huge shot in the arm for the flailing industry and help to save many local pubs from closure.
British Beer and Pub Association (BBPA) chief executive Emma McClarkin said: “It was great to see England beat Germany and progress through to the quarter-finals of the Euros.
“The team did our nation – and our pubs – proud.
“As fans will not be able to attend the next match in Rome due to Covid restrictions, the pub is THE destination to watch the game.
“I urge England fans to support the team – and our pubs – by watching the game at their local.
“The match should be a welcome boost to our trade, but restrictions will mean pubs still struggle to benefit. Until all restrictions are lifted pubs will continue to be unviable – even with the Euros boost."
Pubs are hoping to flog around six million pints during the match on Saturday, with boozers hope to sell a staggering 19 million pints during Saturday as a whole. That would work out at roughly at a staggering £70 million with the average cost of a pint currently £3.69.
Ms McClarkin added: "With England fans’ support, we hope that pubs will sell 6 million pints during the game itself. While that is far less than it would have been if restrictions were lifted, our pubs need all the support they can get right now."
All of England’s first four matches at Euro 2020 have been held at Wembley.
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Gareth Southgate’s squad is having to travel abroad for the first time this tournament, and Covid-19 quarantine restrictions in Italy mean the Three Lions’ support is likely to be restricted to expats living in Italy and the EU.
All people living in the UK have to quarantine for five days after arriving in Italy, meaning that even if they left first thing on Wednesday morning, their isolation period would end after the match on Saturday night.
The FA’s allocation of just over 2,000 tickets will therefore be taken up expats, with an estimated 30,000 UK citizens living in Italy.
Tickets for the big game are now being sold for up to an eye-watering £2,143 on resale sites with other fans enquiring about selling their tickets on the official England Supporters’ Club website.
The Italian embassy in London warned that "anybody who has been in the UK in the previous 14 days, irrespective of their nationality or residency will not be admitted to the stadium, even if they have a ticket”.
Despite this some England fans were still discussing ways to get to the game on social media.
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