London football fans are preparing to make their voices heard as the city competes to be crowned home of England’s loudest World Cup supporters.
New research from Stonegate Group reveals the extraordinary lengths fans go to during major tournaments, with almost a quarter (24 per cent) admitting they’ve celebrated so wildly that they’ve sent food and drink flying across the pub. Scaled nationally, that’s the equivalent of more than three million pints spilled every England match.
The findings come as London venues, including The Minories near Tower Hill, prepare to take part in Stonegate Group’s new ‘Roar of the Nation’ challenge, in partnership with Heineken. The competition will see pubs across England and Scotland go head-to-head throughout the tournament, with noise levels measured live to determine which venue can generate the biggest atmosphere and claim the title of home to the country’s most passionate supporters.
The research highlights the unique culture of tournament football in pubs, with 43 per cent of supporters admitting they’ve cancelled social plans to ensure they can watch England matches with fellow fans. Nearly half (49 per cent) say they would rather experience a major tournament game in the pub than inside the stadium itself.
London’s pub-watchers will also recognise the rise of the self-appointed football expert during tournament season. One in three supporters believe they know best when it comes to the national team’s fortunes, while almost a quarter (24 per cent) reckon they could guide England to a major final from the comfort of their bar stool.
Match-day superstitions remain a key part of the fan experience. Supporters say they stick with the same group of friends, wear lucky shirts, return to the same pub and even follow identical routes to the venue in the belief it will help bring success to the Three Lions.
The capital’s football faithful now have the chance to prove their passion on a national stage, as London joins cities including Leeds and Newcastle in the race to deliver the loudest roar of the tournament.
Kay Bartlett, Chief Marketing Officer at Stonegate Group, said: “Football tournaments are all about shared moments, traditions and atmosphere, and there’s nothing quite like watching a huge match surrounded by fellow fans in a packed pub. Through Roar of the Nation, we’ll be measuring the atmosphere in pubs across England and Scotland throughout the tournament to discover where the loudest supporters can be found.”
Craig Woolley, Marketing Activation Director at HEINEKEN UK, added: “Nothing beats the buzz of the pub when our home teams are playing. From the first chant to the final whistle, it’s where fans come together to share the excitement, tension and pure joy of the big occasion.”