Taylor Swift is now bigger than the England football team: Pub chain boss says superstar's UK Eras Tour will draw in more punters than fans watching the Euros

The boss of one of London's biggest pub chains has claimed that Taylor Swift is expected to draw in more punters than the Euros. 

The pop sensation's Eras Tour, which arrives in London on June 21, is expected to bring a £997million boost to the UK's economy.

Pubs and bars across England are braced for a busy few weeks as the 2024 Euros kick off in Germany tomorrow. 

But as well as chants of 'Three Lions' and 'Vindaloo', pubs might also expect to hear punters singing hits from Taylor Swift as her fans, known as Swifties, descend on public houses bringing a further boost to the hospitality sector.

The CEO of Fuller's, a brewery in west London, has claimed that he expects thousands of Swifties to descend on his pubs when the American singer comes to town for eight separate shows throughout the summer. 

Speaking to the Evening Standard, Simon Emeny said: 'You cannot underestimate the effect that eight fully-booked nights at Wembley will bring, Taylor Swift will be more reliable than the England team.'  

Taylor Swift's concerts in the UK, are predicted to bring a nearly £1billion boost to the economy after over 1.1 million tickets were bought for her 15 UK and Ireland dates. 

A report from Barclays found that British Swifties could spend almost £850 each when attending her shows. While tickets online are selling for more than £9,000 in some instances.

Taylor Swift kicked off the UK leg of her tour in Edinburgh on June 7. She  is performing tonight in Liverpool where she will perform for three nights in a row. 

Meanwhile, England kicks off their Euros tournament with a game against Serbia on Sunday night. 

The economic uplift for the hospitality sector will be welcomed following a difficult years where many businesses had to close during the pandemic and have since faced the cost-of-living crisis, which saw energy bills soar. 

Last year, Fuller's revealed that sales had rose by a tenth, as the company defied high inflation to post a nearly 60 per cent rise in profit.

Fuller's said its central London locations brought in particularly strong trading. 

Mr Emeny said: 'As of today, those inflationary pressures - especially in regard to food and energy - have reduced, which gives us additional confidence in the coming year.

'We have continued to build on the strong momentum of the last year with like-for-like sales in the first 10 weeks of the year rising by 4.4 per cent.'

Fuller's recently sold 37 pubs to Admiral Taverns for £18.3million, and sold off its south London pub The Mad Hatter for £20million, in a deal expected to complete next month.

At the same time, it has reinvested in a swathe of new locations, spending £27.2million last year on new parts of its estate.