UK pubs and bars are set for a major boost this summer, as the government further extends licensing hours for World Cup 2026 matches involving England and Scotland. But is the hospitality sector ready to win?
Under the new measures, venues in England and Wales will be allowed to stay open later during England and Scotland matches, with licensing hours extended to 1am for 5pm-9pm kick-offs, and up to 2am for kick-offs after 9pm.
The move is designed to support pubs, drive economic activity, and bring communities together during one of the world’s biggest sporting events.
For hospitality operators, the message is clear: demand is coming – and preparation will be key.
In response, Capify has launched its Summer of Sport Hospitality Playbook, a practical guide designed to help pubs, bars, and venues maximise revenue during the tournament.
“Extended opening hours are a huge opportunity for the sector — but only for those ready to make the most of it,” said Peter Leech, Capify’s sales director. “With late-night matches, bigger crowds and longer dwell times, venues that invest early in staffing, space and service will see the biggest returns.”
The World Cup, hosted across North America, will feature late evening and night-time kick-offs for UK audiences – making longer trading hours particularly valuable.
Capify’s playbook outlines how operators can capitalise on the moment, including:
- Planning for peak demand during home-nation matches
- Maximising capacity with indoor and outdoor spaces
- Improving service speed to handle high-volume trading periods
- Using technology and staffing strategies to maintain customer experience
The guide also highlights how major tournaments can deliver not just short-term gains, but long-term customer loyalty – if venues get the experience right.
“With the government removing barriers to late trading, the focus now shifts to execution,” the spokesperson added. “This is about turning a busy night into a standout experience that keeps customers coming back.”
The Summer of Sport comes at a critical time for UK hospitality, with operators continuing to navigate rising costs and changing consumer habits.
Capify is encouraging hospitality businesses to act now – review their setup, identify opportunities, and invest where needed to take full advantage of the extended trading window.
The Capify Summer of Sport Hospitality Playbook is available now as a free download. https://www.capify.co.uk/summer-of-sport-2026-playbook
About Capify
Capify is a leading alternative finance provider supporting small and medium-sized businesses across the UK.
Since 2008, Capify has provided flexible funding solutions to help SMEs manage cash flow, invest in growth and navigate changing economic conditions.
Capify offers business loans from £5,000 to £1million and works with businesses across a wide range of sectors.
For more details about Capify, visit: capify.co.uk
