The highly anticipated final of the Women’s Euros, where the Lionesses aim to redeem themselves after their loss to Spain at the World Cup, is set to become the most viewed women’s football event in UK history. The tournament is also projected to bring a significant economic uplift of over £800 million to retailers, bars, and supermarkets.

Sunday’s final will be broadcast live on both ITV and the BBC, along with their respective streaming platforms. Industry experts believe that the match, scheduled for a convenient 5pm kickoff, could surpass the 14.8 million viewers who tuned in for the World Cup final two years ago—if the game remains tightly contested.

Following an initial defeat, England’s dramatic performances have driven up the excitement around the tournament, with their semi-final victory over Italy drawing ITV’s highest ratings of the year.

According to GlobalData research for VoucherCodes, spending throughout the competition is expected to total over £800 million—£221 million more than what fans spent during the previous Women’s World Cup in Australia and New Zealand.

On the day of the final alone, spending is expected to hit close to £184 million. This includes purchases at hospitality venues as well as food, drink, sports gear, and fan merchandise from supermarkets and retail shops.

As most viewers are predicted to enjoy the match from home, grocery stores are set to benefit the most. It is estimated that around £100 million will be spent on food and beverages this weekend, with home consumption making up over 70% of the total tournament-related spending.

Tesco anticipates a 15% rise in sales of items related to the tournament and expects to sell over 450,000 bottles of champagne and sparkling wine, catering to fans ready to celebrate—or console themselves.

Interestingly, Spanish beer brands are leading the way among consumers. Labels such as San Miguel, Cruzcampo, and Estrella Damm have become UK favourites in recent years.

"It’s a quirky twist that while England fans cheer on the Lionesses, their drink of choice is likely to be a Spanish lager," noted David Albon, a beer buyer at Tesco. "The growing love for Spanish beer has coincided with the nation’s rise in global sports, including football and tennis."

Meanwhile, the Co-op forecasts a 30% sales boost in canned cocktails on the day of the match, highlighting changing preferences in at-home drinking.

Asda is preparing for a busy weekend too, predicting sales of over 6 million pints of beer, 300,000 pizzas, and 1.3 million bags of crisps. The supermarket has even launched a themed “Half & Half” pizza featuring English and Spanish ingredients.

In total, it’s estimated that fans will consume 13 million pints during Sunday’s game – roughly 8.7 million at home and 4.3 million in pubs and other entertainment venues, where about 4.5 million people are expected to gather.

Spending in venues on Sunday alone is predicted to reach nearly £71 million—more than double the figure for earlier stages like the quarterfinals and semi-finals.

“We’ve put a lot of effort into making this summer’s women’s tournament shine,” said Michelle West, head of sport at Greene King. “From full match coverage across our pubs to special drinks and chant books supporting the Lionesses, our aim has been to create a vibrant in-pub environment, and it’s clearly resonating with fans.”

The appeal of the tournament extends across generations and genders, with an estimated 53% of viewers expected to be women and girls—a significant shift in the football audience landscape.

Young stars, such as 18-year-old breakout player Michelle Agyemang, are driving interest among younger fans. According to data from GlobalData and VoucherCodes, nearly 5 million viewers under 18 are expected to tune in.

The family-oriented tone of the tournament has led to a rise in alternative viewing habits. Around 18 million cups of tea, 7.9 million coffees and 15.4 million glasses of juice or smoothies are predicted to be consumed during matches.

Even so, the classic combination of beer and football remains a favourite. Across the tournament, nearly 52 million pints are expected to be enjoyed—13 million of them during the final. As the final whistle blows, the drinks will either toast a victory or soften the blow of defeat.