29/06/2026
Our latest World Cup insight is featured in The Guardian! 🎉
Great to see The Guardian highlighting analysis from The Oxford Partnership and Dojo showcasing the real impact the FIFA World Cup is having on the UK hospitality sector, with Alison Jordan also quoted in the piece.
The numbers speak for themselves:
5.5 million additional pints served across England’s three group games
20.9% increase in hospitality sales versus a typical June Saturday during England’s victory over Panama
8.6 million pints served on Saturday alone

Dojo recorded a 31% increase in transactions between kick-off and half-time, followed by a 43% spike in the hour after the final whistle
By combining Oxford’s market intelligence with Dojo’s real-time payments data, we’re building an even richer picture of how major sporting occasions drive footfall, spend and trading performance across the On Trade.
With the knockout stages now underway, we’re excited to see how the tournament continues to support pubs, bars and hospitality businesses across the UK.
Thirsty England fans bought more than 8m pints on Saturday, with higher sales expected as the team progresses
