Independent pubs across Britain have cut more than £30,000 from their collective energy bills during the World Cup, after Octopus Energy offered free electricity during match times. The 'Watt a Save' scheme, which proved a hit with landlords, gave participating venues free power from 7pm to midnight whenever England or Scotland played.
According to Octopus Energy, the initiative was so popular that it was extended to cover the final as well. By the end of the tournament, the 300-plus pubs that signed up had used nearly 100,000 kWh of electricity during those free windows – enough to power about 850,000 televised football matches.
How the scheme helped pubs
The idea was simple: turn match days into a happy hour for electricity. With the World Cup generating record footfall, pubs could keep the lights on, fridges running and screens glowing without watching the meter spin. Some venues reportedly saved hundreds of pounds each over the tournament, freeing up cash for extra staff, additional screens, and even opening on days they would normally close.
Paul Harwood, owner of Birmingham Brewing Company Tap Room, said the scheme made a real difference. “The World Cup has been so important for the pub industry. It was a time where we knew we were going to get higher footfall with people spending more money. We've saved hundreds on energy bills through the ‘Watt a Save’ initiative, but have made thousands more by being able to get a second screen and open on extra days. It's been a huge boost to the business.”
Industry leaders welcome the boost
The timing could not be better for a sector under pressure. A YouGov survey found that energy costs negatively affected 74% of hospitality firms in the past year. The new Government has also stepped in, announcing a business rates cut for the sector just yesterday – a move that hospitality leaders have welcomed.
Zoisa North-Bond, CEO at Octopus Energy for Business, said: “Pubs are the heart of our communities, so it’s great to see the Government backing them with this latest business rates cut. Rising costs have hit hospitality hard, and every saving counts. We’re proud to be doing our bit too – from our ‘Watt a Save’ free electricity scheme in the World Cup to smart time-of-use tariffs that help businesses lower their energy bills. The more money pubs can keep in their pockets, the better.”
Allen Simpson, CEO of UK Hospitality, added: “The World Cup has been a massive hit for pubs. 5.5 million pints were sold in the group games alone, and the ‘Watt a Save’ scheme helped pubs make that happen. Energy is a big part of the cost mix for the sector, so massive thanks to Octopus for being part of the team.”
Pub owners: “A real help”
For many landlords, the savings meant more than just a lower bill. Declan Perkins, who owns Clissold Park Tavern, The Lauriston and The Regent pubs in London, said: “The World Cup has been one of our busiest times and it has meant hiring extra staff and increased drinks deliveries to meet this huge demand as fans turned out in massive numbers. As we’ve focused on giving our customers a brilliant experience, free electricity has been a real help.”
Will Raymond, who runs the Hare and Hounds, echoed that sentiment. “Running a pub means there is always something switched on. We have refrigeration running, the kitchen is electric, and when the football’s been on, more people have been coming through the door. It’s been good to have support like this ‘Watt a Save’ scheme during big matches. Anything that helps with electricity costs while pubs are hosting football fans is welcome.”
A brighter outlook for hospitality
The scheme comes as England finished third in the World Cup, giving fans and pub owners plenty to cheer about. With the combination of free electricity, government rates relief, and record pint sales, many independent venues have been able to invest in their businesses rather than worry about overheads.
Octopus Energy has said it hopes the initiative demonstrates how smart energy tariffs can support struggling sectors. Alongside the one-off World Cup promotion, the supplier offers time-of-use business tariffs that let companies shift power use to cheaper periods, helping them keep costs down all year round.
