Quarter of consumers visit pubs to watch live sport, latest CGA research reveals

By Georgina Townshend contact

- Last updated on GMT

Crucially important: New CGA research reveals how live sport can help pubs
Crucially important: New CGA research reveals how live sport can help pubs
Arsenal football fans spend the most money when visiting pubs to watch live sport, followed closely by Chelsea supporters, statistics from CGA's latest research has revealed.

As the Premier League football season and World Cup qualifiers get underway, out-of-home food and drink data and research agency CGA has found that out of 5,000 participants, nearly 22% visit an on-trade venue to watch live sport, with football being the most popular sport to watch in a pub or bar at 73%.

Keep coming back for more

Sports fans visiting the on-trade to watch live events do so relatively frequently, according to the data, with 20% watching a fixture about once a week and a further 20% doing so at least two or three times a month.

Avid fans among participants (9%) also admitted to going to a pub or bar to watch a sporting event “at least several times a week”.
Phil Tate, CGA’s chief executive, said the research demonstrates how “crucial” sporting events are to the on-trade, with fixtures appealing across the age groups.

“Consumers who go out to enjoy sport are also very loyal to particular venues,” he said.
Statistics showed going out to watch a game is most common in 18 to 34-year-olds, with 33% of this age group watching sport in the on-trade, versus 24% of 35 to 54-year-olds.

Camaraderie of a live game

Lager is the most popular drink when watching live sport (44%), the research also revealed, with 21% drinking cider.

Average spend on a sporting occasion is £16.75, with Arsenal fans spending the most – £18.64 – followed by Chelsea supporters who spend an average of £17.63 per visit.
“Consumers go out to watch sporting events partly because many key fixtures are screened on subscription-only channels, but watching sport in a bar also gives fans something of the camaraderie they would get at a live game – so they visit for the atmosphere and the chance to enjoy the game with friends,” added Tate.

“The on-trade needs to recognise the importance of screening various sporting events and use these opportunities as an effective marketing tool.”

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