Summer of TV sport will ‘drive footfall, dwell time and spend’

By Gary Lloyd

- Last updated on GMT

A sporting chance: there is a desire for people to support their local pub (credit: getty/South_agency)
A sporting chance: there is a desire for people to support their local pub (credit: getty/South_agency)

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Two thirds of pub operators believe screening live sport this summer will have a direct effect on attracting customers to their venue, new research has revealed.

Hospitality research consultancy KAM has partnered with Sky to gain insight into the value of live sport to pubs; the opportunities available to them by showing it, and what pub goers are looking for when it comes to live sport in pubs to formulate KAM’s The Summer of Sport 2022 White Paper.

The white paper stated 76% of operators are looking forward to the upcoming summer of sport with 82% of them saying that a profitable summer trading is important to the future success of their pub. Two thirds of operators said that live sport on TV will have a direct influence on attracting customers to their venue, making them stay longer and spend more when they are there.

Key role in atmosphere

KAM managing director Katy Moses said: “There’s nothing quite like live sport when it comes to bringing people together. Whether your customers are hard core sports fans, follow an individual team or player, or just casually watch from time to time, watching live sport in a pub plays a key role in creating a great atmosphere and connecting people from all walks of life.

“Those pubs that can deliver on the atmosphere and the experience of live sport will be the ones that can realise the biggest opportunity, which this summer promises. Driving both footfall, dwell time and spend (on both food and drinks) are all key ‘wins’ pubs can benefit from, if they can get their offer right.”

The research suggests operators expect an incremental increase of more than £13 per head per customer on big sporting occasions.

A reason to visit the pub

Natalie Coleshill from The Milford Arms in Isleworth said: “There is no doubt that sports drive a lot of our footfall – it gives people a reason to get out and go to the pub. Spend is much greater around sporting events for us, we also see dwell time increase as customers come in earlier to ensure they get the best seats.”

Sky Business managing director Damian Saunders added: “It’s clear that 2022 is shaping up to be both a big summer for sport and the hospitality sector. Pubs, clubs and bars were sorely missed by customers during Covid and there is a real desire from customers to get out and support their local in 2022.

“Sport can give people a reason to leave their homes and head to the pub. And it has the power to bring us together.”

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