• Barnes releases a new rap celebrating the unbeatable buzz of watching football together in the pub, ahead of the world’s biggest football tournament to date

• New research by Greene King reveals two thirds of Brits (67%) say watching football socially boosts their mood compared to watching at home

• Fans that are missing out on the pub experience are in danger of what’s being dubbed “BAR deficiency”

• To get fans back together in the pub for kick-off, Greene King is giving every pre-booked guest a free drink for Mexico vs South Africa opener on 11 June at selected pubs nationwide

John Barnes has teamed up with Greene King to encourage Brits to ditch watching football at home this summer, as new research reveals that two thirds of fans (67%) say watching matches socially boosts their mood compared to watching alone.

The research suggests fans who skip the pub are missing out on the sense of belonging, atmosphere and the relationships that make matchdays memorable, dubbed ‘BAR-deficiency’, highlighting the important role pubs play in bringing people together through shared sporting moments.

Tackling this, three decades on from his iconic rap in support of the England squad, Barnes has returned to the mic once again - this time releasing a new track on social media encouraging the nation to experience the game together in the pub.

The study of 2,000 Brits found that:

• Two thirds (67%) say watching football socially boosts their mood compared to watching at home

• More than three quarters of Gen Z (78%) say going to the pub is better for their wellbeing than the stress of hosting at home

• Nearly one in three people (32%) say being part of a shared matchday experience in the pub strengthens their emotional and social wellbeing

• Over a third (34%) say watching football in the pub makes it feel like a bigger occasion, while 33% say it creates more memorable moments with others

• Three in 10 (30%) say they most enjoy the friendly rivalry, banter and reactions of fellow fans when watching football in pubs and bars rather than alone

Commenting on the findings, John Barnes, former England footballer said: “There’s nothing quite like watching a big football match in the pub. The atmosphere, the banter, the friendly rivalry and that feeling of being part of something bigger are what make matchdays so special. Football has always had the power to bring people together, and pubs are at the heart of that. Whether it’s a last-minute winner or singing along with fellow fans, those shared moments are what turn games into unforgettable memories.

To help create an electric matchday atmosphere from the very first game of the tournament, Greene King is offering fans a free drink for every guest in their booking at selected Greene King, Flaming Grill, Hungry Horse and Belhaven pubs on Thursday 11 June 2026, when Mexico takes on South Africa in the tournament’s opener.

BAR Deficiency

According to the research, fans experiencing “BAR deficiency” are missing out on three key ingredients of the true matchday experience:

• Belonging – the shared identity and connection that comes from cheering alongside others

• Atmosphere – the electric energy of a crowd, from chants to last-minute goals

• Relationships – the moments that spark conversations, friendships and lasting memories

The research is backed by Bruce Hood, Professor and author of The Science of Happiness, with the research highlighting the positive impact shared sporting experiences can have on mood, emotional wellbeing and social bonding.

Dr Bruce Hood, Professor of Developmental Psychology in Society at the University of Bristol, said: “Football is about far more than what happens on the pitch. Watching matches together in the pub creates a powerful sense of shared identity, emotion and connection that you simply don’t get watching alone at home.

“Greene King’s research shows pubs act as social amplifiers - bringing together the atmosphere, banter, collective reactions and shared

moments that make football feel bigger, more memorable and ultimately better for our wellbeing.”

Don’t Try This At Home

Football legend John Barnes, alongside Scottish comedian and influencer Mark Thorburn, is backing Greene King’s campaign with a clear message to supporters this summer: don’t miss the moments that matter by watching the world’s biggest football tournament at home.

This summer, Greene King pubs, Flaming Grill, Hungry Horse and Belhaven pubs across the UK will once again become each community’s unofficial fan zone, bringing communities together to experience every goal, every chant and every dramatic moment of the tournament side by side.

Andrew Gallagher, Brand and Marketing Director at Greene King added: “Pubs have always played a vital role as community hubs, bringing people together to share experiences and celebrate moments that matter. During major sporting occasions especially, there’s a unique sense of connection and atmosphere that comes from watching alongside friends, family and fellow fans - something only the pub can truly create. To amplify the volume during a summer of exciting international football, we’re rolling out the big screens, offering free pints for people to toast their nations and opening up table bookings for fans to revel in this unique atmosphere while we host the world's game in the nation's pub.”

Included in the promotion is Greene King’s football themed cask ale, 4-4-Brew. Crafted for easy drinking, the 4% ABV golden ale features citrus and tropical fruit characters, ideal for the upcoming sporting season.

Simply book a table and show your booking confirmation at the bar to claim.

For more information, visit https://www.greeneking.co.uk/live-sport/football/world-cup and https://www.belhaven.co.uk/sports/football/world-cup

ENDS

ABOUT GREENE KING

Greene King is the country’s leading pub company and brewer trading c2,500 pubs, restaurants and hotels across England, Wales and Scotland.

At Greene King we are passionate about delivering our purpose to ‘pour happiness into lives’. That’s for our customers, our team, our pub partners, our suppliers and the communities in which we live, operate and serve. Founded in 1799 with offices in Bury St. Edmunds, Suffolk and Burton on Trent in Staffordshire we employ around 38,000 people across the group and operate three divisions including Managed Pubs, Pub Partners and Brewing & Brands.

• Managed Pubs: Our Managed Pubs division brings together our best-known pub and restaurant brands nationwide, including Greene King pubs, Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill. We offer great service, quality and value for a wide range of eating and drinking occasions. Ventures includes Hickory’s, Premium (Crafted Pubs & Metropolitan Pub Company) and Hotels, which operate independently of Greene King’s managed pub brands.

• Pub Partners: Pub Partners runs our tenanted and leased pubs business and Hive and Nest franchise pubs. These options combine entrepreneurial independence with practical support, enabling partners to run successful local businesses within a market leading estate. We have c.1,000 leased, tenanted and franchise pubs.

• Brewing & Brands covers the brewing sides of the business. Quality ales are brewed at the Westgate brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. Our industry-leading portfolio includes Greene King IPA, Old Speckled Hen, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Hazy Day, brewed for the modern-day drinker.

ABOUT THE RESEARCH

The research was conducted by Censuswide, among a sample of 2000 nationally representative adults (18+). The data was collected between 12/05/2026 - 14/05/2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles

ABOUT THE FREE DRINK PROMOTION

For the full terms & conditions on Greene King's free drink promotion, please visit: https://www.greeneking.co.uk/live-sport/football/world-cup

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