Sunday Special of sport boosts pub trade

By Ed Bedington

- Last updated on GMT

Sunday sport helps boost pub trade

Related tags Sport Beer Cider Pub Football Cricket Formula one Golf

Beer and cider sales boomed for pubs showing sports last weekend on a day that was dubbed Sunday Special by Sky Sports.

Research from Oxford Partnership showed pubs that tapped into the sports extravaganza saw an almost 47% increase in beer and cider, equating to £426 in the till, compared to pubs that weren’t showing sport.

The day saw Sky show a great range of must-see sporting events, including the Australian Grand Prix, Manchester City vs Liverpool and the final round of the Masters, the first golf major of the year.

The day was a taster for Sky’s Summer Headlines campaign, giving customers the opportunity to showcase an unmissable line up of sport this summer. 

Sky will be providing a range of simple tools, helping them to promote the summer’s line up of sport, including free promo kits and an interactive guide looking at forward-looking sporting fixtures. 

Venues with Sky Sports will be able to extend the football season with exclusively live UEFA Nations League; ​stay on top of the action as the F1 season continues; ​go big on cricket with The Hundred, Vitality Blast and every ball from the Men’s and Women’s England Test, ODI and T20 matches.  

Plus, golf fans will be flocking to see the remaining golf majors, US PGA Championship, US Open and the 150th Open, ​as well as the best live action from Super League, and lots more, all summer long.​  

Damian Saunders, managing director, Sky Business said; “We’ve got a fantastic line up of sport this summer that will help to enable pubs to really drive value by increasing footfall, dwell time and spend. 

“Sunday Special is just one of the many jam-packed days of content available to our customers which we hope will give pubs the opportunity to bring friends, families and communities together once more through the power of live sport.”


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