England fans will sup 30 million pints in a £150million Euro 2024 booze ‘n’ burger bender today (Sunday).
More than 17 million viewers are set to tune into the Three Lions’ opening match against Serbia on TV in pubs, beer gardens and house parties. Roads and train stations are expected to be deserted for what broadcasters hope will be the TV event of the year.
Ratings provider Overnights.tv said: “The England game will do well. It’s a weekend prime-time slot and will be boosted by many children staying up late to watch.” England’s 35,000 pubs will be packed with two million drinkers supping 14 million pints with another 16 million polished off at home.
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British Beer and Pub Association chief executive Emma McClarkin said: “The Euro will be a busy time for pubs as fans watch games together while enjoying drinks.” Supermarket sales of beer, pizzas, burgers, St George’s flags and even TVs have rocketed in the build-up.
Fraser McKevitt, head of retail at analysts Kantar, said: “The Euros is having a big impact on grocery sales particularly alcohol.” London’s Boxpark big screen outdoor venues are set for a repeat of beer-throwing goal celebrations at its sites in London’s Wembley, Croydon and Shoreditch as well as in Birmingham, Liverpool and Bristol.
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More than 40,000 England fans yesterday descended on Gelsenkirchen and the surrounding cities of Esses, Dortmund and Dusseldorf ahead of the match. Supporters without tickets were advised to go to a fan zone at Trabrennbahn racecourse in Gelsenkirchen where organisers have shipped in 80,000 litres of beer, 7.5 tonnes of chips and 32,000 sausages.
In Essen engineer Andy Preston, 54, from Preston, Lancs, said: “I’ve never been to see England in a tournament before. I’m really looking forward to the match. It has been great so far.
“We watched the Germany and Scotland game in the fan zone and the German fans were great.” His son James, 25, added: “The Germans could not believe we were supporting them over Scotland so we had to explain the rivalry.”
(Image: Getty Images)
Mark Harris, who lives in the northern German town of Bremen, said the locals were looking forward to the party atmosphere England fans will bring. “They joke about how drunk the English get and they find it funny that the stadiums have had to sell low alcohol beer for the Serbian game,” he said.
Labourer Tom Hunt, 23, from Rotherham, South Yorks, said: “I’ve seen these games on TV and I wanted to sample it for myself.” His engineer dad Lee, 50, said: “I really want to experience this. I think we have as good as chance as anybody. We have got arguably some of the best midfielders and strikers in the world.”
Taxi driver Peter Udall, 53, from Luton, Beds, said: “It is not just about the football, it is about the experience. A lot of it is after Covid I suppose. Life is short, go out and enjoy yourself. In my eyes, it is a done deal – we are going to win it. This is the one.”
Excited Julie Popple, 57, who flew in from Switzerland with son Jack, 24, said: “We are here for the big game against Serbia and we are hoping for a big win.” Son Jack, who lives with his Serbian girlfriend Tatjana Stalovic, 23, said she was convinced her countrymen will triumph. But he said: “I can’t see Serbia beating us.”
Scaffolder Alan Marsh, 41, drove to Germany from his Bournemouth home with son Tommy, 10, and heating engineer pal Aaron Drayton, 39. Alan said: “It took 11 hours and was tiring but it was worth it.”
Aaron said: “We haven’t got tickets for the match but we wanted the boys to experience being in the fan zone. Hopefully it will be a memory of a lifetime for them.”
Company director Jamie Holbook, 49, from Grimsby, NE Lincs, said: “I’ve got tickets for the first two games and can’t wait to see what this England team can do. I’m sure the atmosphere will build over the next few days and England have a great chance if players like Jude Bellingham are on form. Our new anthem is Hey Jude.”
Jamie’s pal David Blake, a 57-year-old care manager, said: “Every England fan I’ve seen here is looking forward to the football and the beer. It’s going to be a great party. England have some great players and we’re hoping they can go all the way.”