For Stonegate, the argument is straightforward: a major England match can transform a quiet midweek evening into a packed, security-conscious operation.
At The Lion, Martine Albrighton-Mills said staffing for the England v DR Congo fixture on 1 July rose from one employee on a normal Wednesday to three. She also said prices were displayed clearly and that the decision was outside her personal control.
That explanation may satisfy customers who see the surcharge as a practical response to higher costs. Others will regard football as a reliable source of trade that should not automatically mean higher prices.
The more sensitive issue may be who gets access to the best seats.
Albrighton-Mills said: “We reserved tables for our regulars who have been in for every match and drink with us all year long.”
It is a defensible loyalty policy, particularly for a community pub whose regular customers provide income long after the final whistle. But for occasional supporters, reserved tables can make a national occasion feel less open and welcoming.
The disagreement reflects a wider tension between pubs as businesses and pubs as shared football spaces. England matches bring new faces, but they also reward the customers who keep venues operating between tournaments.
Stonegate said its 656 Craft Union pubs and 332 managed venues sold more than 800,000 drinks during the DR Congo match, with sales 438,000 above an average Wednesday.
That surge explains why pubs want to prepare for major fixtures - and why supporters will scrutinise every extra charge. The next England match will test whether clear pricing, sensible staffing and fair table policies can keep the atmosphere positive.