The Three Lions beat off stiff competition from the Netherlands, winning the 90-miniute match with a score of 2 – 1.
It means pubs will be permitted to stay open until 1AM during the final game of the tournament on Sunday 14 July, when England will take on Spain, under the terms of the extended licensing hours outlined by the Government earlier this year.
Figures from online booking platform DesignMyNight revealed bookings to watch Sunday's final soared during yesterday's game, peaking at 16 bookings per second with the majority of those taking place when Ollie Watkins scored, during advertising breaks and after the final whistle.
Key period
This was compared to 11 bookings per second after England's quarter final win against Switzerland on Wednesday 6 July, highlighting a 45% increased interest from consumers wanting to watch the final at hospitality venues.
In addition, DesignMyNight also recorded an 180% increase in Euros searches on 10th July after the game when compared to the previous day.
DesignMyNight senior marketing manager Leighanne Bent said: "The Euros is a key period for hospitality in 2024, even more so now because the weather has been so unpredictable this summer.
"We’re delighted to see events already sold out on the website with many at 90% capacity and we’re sure by the time Sunday rolls around, many more will have booked out. Restaurants, rooftops and cocktail bars have been making the most of the opportunity compared to other years, which is an interesting change."
What a game
Meanwhile, data from the British Beer & Pub Association (BBPA) predicted some 40% of pubs had prepared to stay open later for the Euros semi-final and expected up to 8m pints could have been consumed in the run up to and during the match yesterday, worth an extra £38.4m in additional trade
In addition, sales of draught beer and cider increased by 37.5% on Saturday 6 July 2024 as a result of England’s quarter final game against Switzerland, up 30% in comparison to an average Saturday so far in 2024, according to data from insights firm Oxford Partnership.
The Morning Advertiser (MA) has taken look at some social media highlights as the sector prepared and celebrated yesterday evening.
"What a game", the Hammersmith Ram cheered as England secured their place in the final.
The British Institute of Innkeeping (BII) CEO Steve Alton spoke to BBC news following the win
The BBPA highlighted challenges faced by UK pubs
The Dukes Head in Putney encouraged football fans to support the on-trade
Access Hospitality shared some stats ahead of the semi-finals
No words needed from the Hand in Hand in Wimbledon.
The Riverside pub in Vauxhall were prepared ahead of the match
The Dog and Fox in Wimbledon shared support for the Three Lions
Dreams come true
