Take advantage of millions who want to watch football

By Gary Lloyd contact

- Last updated on GMT

The joy of sport: some 16.1m people want to catch some of the men’s FIFA World Cup in a pub (credit: Getty/andresr)
The joy of sport: some 16.1m people want to catch some of the men’s FIFA World Cup in a pub (credit: Getty/andresr)

Related tags: Sport, Technology, Branding + marketing, Multi-site pub operators, Pubco + head office, Tenanted + leased

Some 16.1m pubgoers plan to watch some of this year’s Men’s FIFA World Cup in a pub or bar while 8.8m want to watch a 2022 Women’s Football European Championship game, according to a report by research consultancy KAM and sports match-finding app Fanzo (formerly MatchPint).

KAM strategy and insight director Blake Gladman said: “This year promises to be a fantastic year for sport and these numbers speak for themselves, with millions of fans looking to catch all of the action throughout the year.

“One of the biggest challenges for many pubs and bars is to convince customers to leave the confines of their homes and venture out to the pub. Live sport can be that catalyst. It’s the unique combination of environment and ambiance that makes pubs and bars so special. When you throw live sport into this mix, and ‘big occasion’ live sport for that matter, you really hit the sweet spot.”

£11 uplift in average spend 

The ‘whitepaper’, which includes feedback from sports fans and pub operators, found 64% of publicans think showing live sports is profitable to their business and have seen more than £11 uplift in average spend per customer while showing major sporting events while two to three have invested in equipment or furniture to make their pub/bar more attractive to customers watching live sport.

Of sites that show live sports, the majority of licensees believe Premier League football will be the most profitable sport, especially as the season is starting to reach its climax. Encouragingly, the research also shows publicans are putting faith in the benefits of stand-alone tournaments and ‘big finals’ to bring in the customers including the Men’s Six Nations rugby and Champions League football final stages.

Unparalleled moments

Fanzo co-founder Dom Collingwood said: “Sport. There’s something about it. What else but a last-minute winner prompts us to spontaneously and simultaneously erupt? We shout at televisions, throw drinks in the air and wrap arms around strangers with whom we’ve never spoken. The ability of sport to bring people together is unparalleled. And in those moments, there are countless opportunities for pubs.”

Pubs have the opportunity to take advantage of two big women’s sporting events coming up and the Women’s Six Nations in full flow. Some 38% of those surveyed intend to watch a Women’s Football European Championship game this summer with 17% wanting to watch in a pub or bar.

Meanwhile, the Men’s FIFA World Cup takes place between 21 November and 18 December.

Related topics: Sport

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