For many operators, the World Cup is not simply about footfall. Major tournaments bring longer dwell times, higher spend and the kind of atmosphere that is difficult to replicate at any other time. However, as we head towards the summer, that growing buzz sits alongside a more challenging reality with the world stage becoming increasingly volatile. Energy prices are likely to remain high, inflationary pressures continue and the expected easing of interest rates may yet stall. 

And against that backdrop, decisions around extending hours, increasing staffing and security are far from straightforward. That, in turn, raises a more fundamental question: is the government’s current licensing position doing enough to support the industry in making the most of the moment? There are some positive signs. On 12 February, the Licensing Hours Extensions Act 2026 received Royal Assent. Section 172 of the Licensing Act 2003 already gave ministers the power to relax opening hours for occasions of significance across England and Wales, but the addition of this new Act is intended to make that process far quicker and more straightforward. 

Previously, proposals to extend licensing hours nationally were required to pass through parliamentary approval processes, often creating delays at exactly the point operators needed clarity. This revised process allows ministers to act more quickly and give the trade the certainty it needs, in good time to plan properly. Of course, this still relies on ministers making it a priority. 

A final decision on the government’s proposed licensing hours extensions for the summer tournament is expected shortly, following a consultation that closed on 15 January. We are now waiting for the accompanying Licensing Hours Order, which should provide the industry with some much-needed clarity ahead of the start of the games in June. The government have already trailed the coming Order amongst other announcements concerning the hospitality sector, but the Order itself has not yet landed (at the time of writing). 

As things stand, the proposals are relatively narrow in scope and a little underwhelming, in all honesty. While the process itself has been streamlined, the substance of what is being offered feels cautious, particularly given the scale of the opportunity a World Cup presents for the sector.

 

In summary, following consultation, the Home Office confirmed on 13 April: 

– Extensions from 11pm would only apply to the knockout stages of the competition, and only where a home nation (England or Scotland) is involved. If your current licensable hour ends before 11pm, the extension will not apply to you.

– Any extension would apply to alcohol sales and late-night refreshment only, with no relaxation for regulated entertainment (although there are two further “targeted consultations” ongoing). It is not clear whether late-night refreshment will be added during the proposed extension to licences that do not already have his permission on their licence; the Order, when published, will hopefully clarify. 

– A strict cut-off (1am for kick-offs between 5pm-9pm and 2am for kick-offs between 9pm-10pm) regardless of delays or interruptions. 

On paper, that provides a framework, but in practice, it leaves operators working around several constraints. The scheduling alone is a huge challenge. Depending on group stage outcomes, the impact on kick-off times could be significant. 

As an example, let’s look at the outcomes of England’s group position. If England finish first in their group, their last 16 and quarter-final fixtures would kick off at 1am and 10pm respectively. If they finish third, the timings are somewhat of a nightmare, with matches at 2.30am, 9pm and 2am for the last 32, last 16 and quarter finals. 

By contrast, the most commercially favourable outcome would be a second place finish. In that scenario, the last 32 match would still kick off at midnight, but the remaining fixtures would fall into more workable 8pm slots. 

That uncertainty is compounded by the fact that the tournament itself rarely runs to a perfectly predictable script. Weather is one variable that we have seen affect games before. At the FIFA World Club Cup in 2025, similar storm conditions led to delayed kick-offs and extended match durations, underlining how quickly weather events can interfere with fixtures and force operators to adapt at short notice. 

Meanwhile in Scotland, where licensing decisions are made at local level rather than centrally by the Scottish government, boards are also extending hours for Scotland games. Several of these extensions run until the “final whistle” rather than a fixed terminal time – a more flexible approach that reflects the potential for weather disruption. 

For operators in England keen to press ahead with their plans whatever the outcome of the consultation, the Temporary Event Notice route remains available. Rather than waiting in the hope that a general exemption will meet their needs, applications can be submitted now, which would allow planning and preparation to begin once approval is in place. The team at John Gaunt & Partners recommends this course of action – if only for your own peace of mind. 

It remains something of a mystery why the government continues to delay such a vital announcement. The new Extension Act was designed to speed things up and streamline decision making, giving businesses the time and certainty they need to plan properly, but it does feel like none of that truly matters if it still gets held at the decision stage. Hospitality could do with a clear show of support from government, particularly considering the ongoing debate and criticism around the lack of backing for the sector at present. 

The events delivered across the industry are not put together overnight – they take planning, investment and a fair amount of coordination. Against that backdrop, it is hard to understand why it should take around three months after consultation for the final proposals to be published. The World Cup is clearly a significant opportunity for trade. However, conversations with several clients suggest a more measured view. This is not a lack of confidence in the home nations, but a question of whether the realities of later trading, including increased staffing, security and compliance costs, will deliver a return that justifies the investment. While major tournaments can generate strong trading periods, they are not without operational risk. For some operators, the difference between success and failure can be a fine line. 

While we wish the home nations every success in their World Cup campaigns, there is a clear hope that the government takes this opportunity to finalise an approach that is practical and responsive and aligned with how the sector actually operates, supported by a framework flexible enough to reflect the realities of modern tournaments. At a time when confidence remains fragile, providing certainty and meaningful support would go some way towards ensuring the industry can make the most of what should be one of the standout trading periods of the year, rather than another missed opportunity.