The data, from real time market intelligence firm Oxford Partnership, revealed pubs screening last year’s tournament saw 11% higher footfall compared to those that did not.
Moreover, fans stayed longer, with an average dwell time of 145 minutes per visit compared to just 132 minutes in pubs not screening the matches.
The numbers also showed guests spent on average 10% more time in bars that showed a live match, boosting overall revenue.
With people set to arrive at venues early to secure a spot and linger long after the final whistle to dissect every play, the Six Nations presents a “golden opportunity” for the sector, Oxford Partnership said.
There’s also a “clear link” between high octane, high-scoring matches and increased beer sales, according to the figures.
For example, the 33-31 France vs. England clash on March 16 last year saw pub sales soar as fans celebrated or commiserated.
Key fixtures
However, while high scores get pints flowing, it’s the crunch matches that bring the biggest spikes.
When Ireland faced France on February 3, 2024—an early title-decider—the importance of the game meant pubs were packed, with “through the roof” pint sales, indicating key fixtures that determine the tournament outcome can create an “electric atmosphere” and keep pub tills ringing all night.
Match timing also plays a massive role in pub sales, Oxford Partnership added.
Games kicking off at 5pm or later were found to drive the highest sales, with fans more likely to settle in for the night.
Ireland’s 5pm showdown against Wales on March 16 in the 2024 tournament was a perfect example—delivering record sales and a buzzing atmosphere in pubs across the UK and Ireland.
In contrast, early-afternoon fixtures saw lower beer consumption, with fans pacing themselves or heading home post-match, the data showed.
Guinness, the tournament sponsor, usurpingly drove the most beer sales, but the data also suggested there was an increasing appetite for premium world lagers like Birra Moretti, particularly in urban venues.
Game-changer
Carling also saw a boost, proving that the Six Nations drives “wider beer trends” beyond the traditional rugby pint, according to Oxford Partnership.
Kicking off at 8.15pm on Friday 31 January, where France will take on Wales at the Stade de France in Paris, the 2025 tournament will continue until mid-March.
Based on previous trends, Ireland vs. England at 4:45pm on Saturday 1 February is set to drive the highest pint sales.
A huge clash between two tournament favourites, combined with a prime-time weekend kick-off, hopefully means pubs should expect a bumper trading night, with Guinness taps
Oxford Partnership CEO Alison Jordan told The MA: “The Six Nations Championship isn’t just a spectacle on the pitch—it’s a game-changer for pubs and bars.
“Our real-time data shows that venues screening the matches see higher footfall, longer dwell times, and a significant uplift in pint sales. Fans are staying nearly 10% longer in pubs showing the games, driving increased revenue and creating a thriving social atmosphere.
“With this weekend’s highly anticipated Ireland vs. England clash set to be the biggest driver of pub trade so far, we expect record-breaking sales and packed-out venues once again.
“The data proves what we’ve always known—live sport is a major catalyst for the hospitality sector."
Earlier this week, data from technology provider Zonal estimated bookings for the 2025 tournament were already 40% ahead of last year.
