England legend Joe Cole backs World Cup booster for struggling pubs

England legend Joe Cole backs World Cup booster for struggling pubsEx-England football star Joe Cole has joined a campaign to help out struggling pubs in Britain ahead of the upcoming 2026 World Cup by offering TV upgrades for landlordsNewsMark Worgan13:37, 17 Apr 2026England legend Joe Cole’s shares World Cup booster for struggling pubsEx-England football international Joe Cole has backed a campaign to help save Britain’s struggling pubs by offering TV upgrades.‌With numerous pubs struggling financially amid rising costs, sporting events like the World Cup provide a crucial lifeline - especially if England and Scotland perform well - yet high-quality TV viewing remains a challenge for them.‌New research from Samsung shows that as many as 87% of landlords say that major football tournaments are vital for increasing their revenue, reporting an average increase of £11,000 revenue per pub during these periods, and an estimated additional £495m across the UK pub industry.‌View 4 ImagesJoe Cole has backed a campaign to help get Brits back into pubs in time for the World Cup(Image: Samsung/Cover Images)READ MORE: World Cup hotel bookings fall as hospitality chiefs blame 'Trump slump'READ MORE: World Cup 'beyond reach' of most families as England superfan pays £20k for tripThe study also found that football remains a key part of British culture with four in 10 Brits watch most major football tournaments at their local, with 86% agreeing that watching it together makes them feel part of a community. And for football fans across the country, a venue’s quality of tech is essential, as they increasingly prioritise those with a premium TV screen to ensure they don’t miss a moment and 60% letting it dictate their choice of pub in the past.However, some landlords feel unable to cash in, as a third want to invest in a new TV and sound system but can’t afford it. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if th...