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.”