Pubs, supermarkets and bookies expecting huge boost when Lionesses play Euro final

Pubs, bookies and supermarkets are gearing up for a bumper weekend as the nation gets ready to roar on the Lionesses in the Euros final. Punters will be drinking until the wee hours after pubs received special permission to stay open as late as 1am to celebrate the occasion.

And those planning to watch it at home have already begun stocking up - as supermarket giants expect a huge boost in sales. Asda has forecasted 1.3 million sales of bags of crisps and 300,000 pizzas.

Meanwhile Tesco expects to sell three million cans of beer and cider, over 3.5 million bottles of wine, 450,000 bottles of champagne or sparkling wine, and 70,000 pizzas across the weekend. But despite the opposition, the supermarket believes that Spanish brews such as San Miguel, Cruzcampo, and Estrella are likely to be the beer of choice.

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Spanish lager is now by far the most popular beer bought in the UK, with volume growth at Tesco last year up by more than 15% versus the year before. And the bookies are also predicting a surge, as the Barmy Army back their beloved Lionesses to go all the way. Betting shop Coral expects this Sunday’s Women’s European Championship final to be to see a record-breaking number of fans having a flutter.

Coral's John Hill said: “Millions of pounds will be bet on the women’s Euros final with British bookmakers, and the majority will be on the Lionesses to lift the trophy. For the first time in this tournament, England will start a match as the underdogs, but that tag might just suit them." William Hill added that 66% of bets taken in the Women's Euros have backed England.

And after the government gave pubs a special dispensation to stay open late, Home Secretary Yvette Cooper wished the Lionesses good luck ahead of the final. She said: “The Lionesses have shown throughout this summer why they are true national stars. They have shown unbelievable grit and determination and are an inspiration to us all.

“Watching football in the local pub is a great British tradition and by extending licensing hours, we will hopefully be able to celebrate late into the evening. I want to wish the best of luck to Sarina Wiegman and the England squad, who we hope will be able to bring it home once again and continue on as champions of Europe.”