NTIA: 'Euros 2024 was an unforgettable journey'
England may have been beaten 2 -1 by Spain in the final yesterday (Sunday 14 July), but the team “inadvertently” saved hospitality firms, Night-Time Industries Association (NTIA) CEO Micheal Kill said.
He commented: “Last night we witnessed a group of footballers who gave their all on the field in pursuit of a national legacy.
“In doing so, they have inadvertently saved our sector, selling millions of pints throughout the tournament and generating additional revenue for our local pubs and venues, which have faced immense challenges over the past four years.
Pivotal moment
“This tournament has taken us on an unforgettable journey, allowing us to momentarily set aside our daily struggles.”
The final was last week predicted to provide the on-trade with a 50% uplift in drinks sales, equating to a £120m boost, according to figures from trade body UKHospitality (UKH).
Some 12.5m pints were poured during the semi-final on Wednesday 10 July, when England played the Netherlands, data from Oxford Partnership revealed.
“Yesterday’s final has reignited a sense of national pride and reminded us of our values and passion.
“We hope this will be a pivotal moment that changes the nation's mood and rekindles our spirit and desire to engage, socialize, and celebrate culture”, Kill added.
Golden opportunity
In addition, the NTIA CEO said the “significance” of England’s success in the tournament for hospitality firms could not be “overstated”.
He continued: “The national football team has not only lifted the spirits of a nation but also revitalised a sector that has faced unprecedented challenges.
“Their win in the semi-finals provided us with another golden opportunity to host a massive night of football, bringing fans together across the UK.
“The [Euros were] a beacon of hope and [provided] a much-needed boost for venues, staff, and the entire community involved in nightlife and hospitality."
