Tens of millions more pints of beer are expected to be sold in the United Kingdom during Sunday's European Championship final in football between Spain and England.
It is expected to generate at least 48 million pounds, equivalent to around 650 million kronor, in increased revenue, according to a forecast from the British Beer and Pub Association (BBPA).
British authorities have already approved extended serving permits during the match until midnight local time, instead of around 11 pm. The final starts at 8 pm local time.
The trade organization UKHospitality is even more optimistic than BBPA in its forecast regarding Sunday's sales.
"The European Championship final on Sunday will be a significant day for both the country and the country's pubs and bars, which are expected to increase their sales by 120 million pounds (1.6 billion kronor)," says UKHospitality's CEO Kate Nicholls.
The United Kingdom includes England, Scotland, Wales, and Northern Ireland. In the three latter countries, many who follow the match played at the Olympic Stadium in Berlin are expected to cheer on the opposing team Spain.
A pint corresponds to 56 centiliters.
