FEATURE: Howzat?! – Making cricket a pub all-rounder

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Tyrrells: pubs are still vital for sports fans

New research from Tyrrells, KP Snacks’ premium crisp brand, reveals the British pub remains central to sports viewing. With nearly half of UK adults (49%) planning to watch live sport at pubs this summer, a packed England cricket calendar will be among the headline occasions drawing them in.

Tyrrells’ research finds 78% of pub-goers say the pub atmosphere actively improves their enjoyment of a major sporting event compared to watching at home. Over half (54%) cite socialising with friends as a key reason to choose the pub over their living room.

A summer built for cricket

With major men’s and women’s fixtures ahead this summer, cricket represents a key opportunity. Tyrrells has a uniquely close connection to the game, as Official Team Partner of the England & Wales Cricket Board (ECB), with the brand now proudly featured on the England Test match kit. It is a partnership that speaks directly to Tyrrells’ values: premium, British, and embedded in sporting occasions that bring people together.

Snacking

Sam Trabelsi, Out of Home Controller, KP Snacks says: “This summer is shaping up to be a busy one for sporting occasions, driving much needed footfall for pubs. Our research shows just how much the full experience matters to fans. It’s not just about the games being broadcast, it’s the atmosphere, the company, and the snacks too”.

The research revealed a strong link with snacking, with two-thirds of pub-goers saying they often purchase snacks while watching live sport, while 81% agree that a good range of snacks makes the experience more enjoyable. Meanwhile, 80% enjoy sharing snacks with friends or others in their group, a behaviour that can help drive incremental spend.

Crisps are the undisputed leader, chosen by nearly three quarters (72%) of those who snack at the pub during live sport.

Support for pub operators

To help operators capitalise on this opportunity, the Tyrrells’ League of Tyrrellbly Good Taste competition is back for its third year. Pubs can access free point-of-sale materials and have the chance to win a year’s worth of free stock worth over £5,000. The competition is live now, and runs until the end of October 2026.

Register for free at tyrrellscrisps.co.uk/league.

All research conducted by Censuswide among 2,000 UK consumers. The data was collected between 29 April and 01 May 2026.

Cricket is unlikely to create the same buzz that the football World Cup delivers, but sports fans will be looking to fill the void once the 2026 tournament has ended.

Unsurprisingly, football is the most searched sport on FANZO’s digital channels, which help connect fans with the best bars showing live sport in their area, but cricket is the UK’s fifth most searched pub sport. In the past few years, different formats have exploded into both the domestic and international game and opened up more possibilities, with everything from five-day Tests to the 100-ball entertainment of The Hundred.

“Domestic county cricket doesn’t generate much interest unless the top sides are playing,” cautions Tom Mayer-Jones, brand & marketing manager of Box sports bars – which won Best Pub Brand/Concept at this year Publican Awards. “England internationals are a big footfall driver, though, and we see a lot of people coming in to watch one-day cup games and the T20 tournament.”

The Royal Oak in Lewes, East Sussex, is more of a traditional pub than sports bar but shows as many men’s and women’s sports as possible and was named Greene King’s Sports Pub of the Year 2026. “One-day matches are particularly popular,” agrees manager Max Aben, “especially as the tournaments progress and the excitement increases.”

In Cardiff, shorter matches are also changing the customer base at the Cricketers. “Traditionally, we’d see older people coming in to follow cricket,” says Nick Newman, area manager of pub owner, Croeso. “T20 matches and The Hundred have definitely captured a younger audience and are re-enthusing a cricket audience so it’s good to see that the game can keep reinventing itself.”

The Cricketers benefits from being close to Glamorgan’s home ground but Newman believes small touches can transform any pub into a cricket local.

The pub has pictures of Test Match grounds on the walls and cricket memorabilia on display, which create good talking points. The Cricketers also introduced cricket-inspired table numbers and its Cricketers Ale, supplied by local brewer Glamorgan Brewing Co, complete with a themed pump clip is a top-seller.

In Box venues, the cricket audience is more casual than football fans and “primarily male and often 40-years plus,” according to Mayer-Jones. “They often come and go in pairs or small groups, with bigger groups only organised for the big matches.

“The Ashes Test series between England and Australia always provides the biggest boost to trade and is the only time we tweak our food offering by having a special Ashes menu. Box even opens for an early breakfast when the series is played in Australia.”

Despite all the talk of shorter games, pubs face an interesting challenge when The Hundred is played according to FANZO. The 100-ball per side format launched in 2021 and is played during July and August. “To date, The Hundred has had a lack of cut-through in pubs,” explains Dom Collingwood, co-founder of FANZO.

“For years, pundits cited the lack of free-to-air cricket as a reason for declining fan interest but this tournament is packed with big-name stars, given pride of place in the cricketing calendar and made widely available to broadcast.

“In-stadium attendance numbers and at-home viewing figures are breaking records but pubs are yet to see any major uplift. A glance at demographic data for ticket sales to last summer’s games, however, sheds some light on the contradiction as 23% were junior tickets, 41% families and 30% female buyers.”

Adapting to different competitions

So, cricket isn’t a one-size fits all sport and adapting to different competitions could make a difference to who comes into the pub to watch. The Hundred is specifically timed to coincide with school holidays, attracting families into the game but, unless they live close to a ground, the shorter playing time can make travelling impractical. A special area in the pub could replicate family zones at the match and create an opportunity to attract a younger audience with an interest in cricket into a safe and welcoming environment, with a targeted offer of soft drinks and snacks.

Most operators agree providing special menus for cricket isn’t worth investment but for the younger audience watching The Hundred or more traditional cricket fan, snacks are a good option and can help improve customer satisfaction.

Recent research from Tyrrells, which is the Official Team Partner of the England & Wales Cricket Board, revealed almost three in four (74%) people who visit pubs to watch sport say that access to live events coverage is important to their choice of venue. And two thirds (67%) of pubgoers say they often purchase snacks while watching live sport, while 81% agree that a good range of snacks makes watching sporting events at the pub more enjoyable.

As to choice, the classic pub staples are clear winners, with crisps chosen by nearly three quarters (72%) of those who snack at the pub during live sport, followed by chips (55%), nuts (47%) and pork scratchings (32%).

Croeso’s Newman offers another food tip if your pub is in a city that hosts cricket matches. “If your venue is near the ground, or a station where fans arrive into the city, give them a reason to visit on their way to the match. Offer a free packed lunch to take away when they buy a big breakfast. It doesn’t need to be much – a sandwich, piece of fruit and a drink – and the cost can be absorbed into the price of the breakfast.”

And, if you screen cricket matches, make sure everyone knows about it.

The Cricketers relies mainly on in-house activity. “Our managers take responsibility for promoting what is happening in their pub and, at the Cricketers, this includes posters in-venue, social media updates and connecting with the local cricket community,” explains Newman.

At Box, cricket is part of a wider sporting offer and “cricket matches are always listed on our website” says Tom Mayer-Jones “with details of opening hours and screening times”.

“We also rely on the Fanzo fixture guide, which shows all live sporting fixtures that are being broadcast. Instead of manually entering and advertising every fixture, we simply tick the Fanzo dashboard and it feeds through to their digital channels, giving fans all the information at a glance.

“The reports we receive from the platform are also invaluable in evaluating what has been popular, what hasn’t and how we can improve our cricket presence.”

Locals already know the Royal Oak in Lewes is the pub to go to when there’s sport on TV but advertising fixtures is key.

“Posters in the pub keep everyone informed,” states Aben, “and they know to check our Facebook and Instagram posts for the latest updates. However, a lot of people act on impulse when it comes to sport, so sending information to phones works really well for the Royal Oak. We have a robust data collection system and send emails with the latest fixtures on a regular basis and our loyalty scheme enables us to send push notification to phones which has proved really effective.”

Wider demographic

Cricket is now shown across multiple TV channels and different competitions attract a wider demographic that offer pubs genuine potential for incremental footfall and sales. To take advantage, there are some simple factors to consider.

“Most importantly, find out what your customers want by asking which competitions they want to watch in the pub,” says Newman. “Don’t forget that not all of your customers will be interested initially, so create zones for coverage wherever possible, and don’t have the commentary blaring out.”

Mayer-Jones agrees: “Be mindful of the experience of other guests, particularly in respect of sound management. There may be a core group of guests who come in for the more typical atmosphere of the bar and don’t want their group catch-ups dominated by sports commentary.”

Mayer-Jones also recommends looking beyond the traditional image of cricket. “Don’t just focus on men’s games because women’s matches now have a huge media profile and their success has generated a whole new audience. Think internationally, too, because cricket is a truly global game so broadening screenings beyond England games can attract new customers.”

At the Royal Oak, they believe it is always worth having something on TV screens and cricket is a good option because it doesn’t usually clash with other major sports. “Even if no one is specifically watching, screening games can draw people into the pub to follow the action over a quick half,” explains Aben. “And no one wants to come into an empty pub so having some noise and people watching sport will always give it more atmosphere.”

The world of cricket is evolving and its fan base is expanding, creating new opportunities for pubs to capitalise on. Make sure you explore the difference it can make to your pub and become a cricket all-rounder.