Summer of Sport

Comment: The sporting calendars have aligned

By Mike Berry contact

- Last updated on GMT

For pubs, sport really matters — it pulls in the punters
For pubs, sport really matters — it pulls in the punters

Related tags: Wet-led community pubs, 2012 summer olympics, Summer olympic games, 2016 summer olympics, Football, Sky

Summer 2016 promises to be a huge one for pubs when it comes to sporting action. Alongside the excitement of Euro 2016 and the Rio Olympics, there is wealth of top-quality action that pubs can use to drive footfall and increase profits.
MB byline pic

This summer is one of those rare occasions when the sporting calendars align and, in the space of a few glorious weeks, the action just keeps on coming: top-class football, cricket, golf, rugby, tennis and athletics mean that sports fans will be spoilt for choice when watching and enjoying the experience together in pubs.

For pubs all this matters — sport pulls in the punters.

The majority of people prefer to watch live sport in the pub, saying they prefer the atmosphere that the shared experiences of big events can generate. Televised sport also drives loyalty, with about seven in 10 customers usually returning to the same pub to watch live sport.

Research last year from sports marketing website MatchPint​ found that sports fans stay longer in pubs ­— up to twice as long — and spend more, given the opportunity.

Its survey shows that the sporting horizons of UK pub goers are broadening and a wide variety of action brings customers through the doors, above and beyond football. Big, quality live events of all kinds have the potential to attract big audiences.

Feel-good factor

Separate research from Sky also shows that different venues regardless of their offer can benefit from live sport; from wet-led community pubs to more premium food-oriented outlets.

Sporting success also leads to a genuine feel-good factor among the public; they are more likely to venture out and spend in pubs and bars. The experience of other major sporting events, such as the London 2012 Olympics, suggests there will be a ‘happiness effect’ ­ which, in turn, encourages consumer spending.

This summer also offers several ‘Bumper Weekends’, where switched-on licensees can really make the most of the breadth of sport over the course of two days.

With so much great action taking place over the summer months on both subscription and free-to-air channels, this really is an opportunity not to be missed for licensees.

Our dedicated Summer of Sport coverage​, alongside a special supplement in association with Sky​, previews the massive months ahead and gives you hints, tips and advice that will keep your bar busy and tills ringing.

We'll be running further content over the coming weeks.

Whether yours is an established sports pub, or you are just looking to capitalise on the trading opportunities ahead, here’s to a cracking summer of sport!

Related topics: Sport

Related news

Show more