The Christmas decorations are going up, the festive menus are being printed, and for publicans across the UK, the ‘Golden Quarter’ is officially underway.
December is the month that can define a venue’s financial year – a whirlwind of office parties, family reunions, and spontaneous get-togethers. But amid the turkey dinners and mulled wine, there is another crucial driver of footfall that smart operators are placing at the heart of their festive strategy: a blockbuster calendar of live sport.
As we approach the business end of the year, the screens in your venue are a vital tool for driving dwell time, increasing spend, and filling your pub during those crucial ‘shoulder’ hours. This December, Sky Sports is delivering a schedule packed with high-stakes Premier League clashes, the electric atmosphere of the PDC World Darts Championship, and a Formula 1 finale that promises fireworks.
For venues looking to capitalise on this opportunity without a long-term commitment, there has never been a better time to get involved. Sky Business is currently offering a flexible 6-month contract, designed to take you through the festive rush and right to the climax of the football season in May.
Midweek momentum: Capitalising on the party crowd
December midweeks are naturally vibrant, with office parties and social gatherings in full swing. The challenge for operators isn’t necessarily getting people through the door, but maximizing the spend per head and catering to different customer groups simultaneously.
This is where the new Premier League rights deal becomes a powerful asset for the on-trade. This season, Sky Sports is broadcasting over 50 live matches across the Christmas and New Year period, including 20 additional midweek fixtures.
For a busy pub, this creates a ‘best of both worlds’ dynamic. While some areas of your venue can cater to pre-booked parties and get-togethers, your bar area can become a destination for the casual trade – friends looking for a drink while watching the match.
A new look for festive football
The festive football calendar remains a commercial juggernaut for the licensed trade. The action kicks off early in the month with high-profile clashes like Leeds v Liverpool (6 Dec) and the Tyne-Wear derby between Sunderland and Newcastle United (14 Dec) – a fixture of such intensity it guarantees a glued audience regardless of your location.
On Boxing Day itself, the spotlight narrows to a single, unmissable event. With a standalone 8pm kick-off, Manchester United host Newcastle United in a heavyweight clash. For operators, this slot offers a unique opportunity: it allows for a full day of uninterrupted food service and family trade, before transitioning into a sports viewing occasion that keeps customers in the venue late into the evening.
The volume then ramps up across 27-28 December, including Chelsea vs Aston Villa, ensuring the festive buzz continues right through the weekend.
The Two Lukes Show: A party in your pub
Beyond football, the PDC World Darts Championship (11 Dec - 3 Jan) has become the cult hero of the festive pub trade. This year, the narrative is bigger than ever, dominated by the explosive rivalry between Luke Littler and Luke Humphries.
The ‘Two Lukes’ have traded major titles all year, and their collision course at Alexandra Palace is set to capture the public imagination once more. With Littler now the world number one and Humphries the defending champion, interest is at an all-time high.
The darts format is perfect for hospitality: fast-paced, high-drama, and communal. It provides a constant, vibrant backdrop to your December trade, running almost daily throughout the festive period. When the live football finishes, the darts begins, ensuring there is even more reason to stick around and enjoy the action.
A season of variety
The beauty of this December line-up is its breadth:
Formula 1 Finale: On Sunday 7 December, the F1 season comes to a dramatic conclusion in Abu Dhabi. With a 1pm start time, this is the perfect accompaniment to your Sunday Roast service, attracting families and groups looking for a premium afternoon experience.
Carabao Cup Quarter-Finals: Taking place w/c 15 December 15, these knockout games offer high-stakes drama right in the middle of the heavy party season.
EFL on Sky Sports+: With huge clashes across the Championship, League One, and League Two, you can hyper-localise your offering to suit your regulars.
The 6-Month solution
Sky Business understands that for many publicans, committing to a full 12-month subscription can be a big decision. That is why Sky has introduced a 6-month contract specifically for this period (available until 8 December).
This offer is designed to be low-risk and high-reward. By signing up now, you cover the entire Christmas and New Year period, ensuring you don’t miss out on the festive footfall. But crucially, this contract takes you right through to the end of the football season. You get the festive fixtures, the massive New Year derbies (including the Old Firm on 2 Jan and Manchester City v Chelsea on 4 Jan), the League Cup Final, the climax of the Premier League title race, and the EFL Play-Offs in May.
It is a strategic investment that aligns perfectly with the busiest trading months of the hospitality calendar.
How to get involved
Don’t let other venues in your area own the sporting conversation this Christmas. With over 50 live Premier League matches, the Littler vs Humphries showdown, and the F1 finale, Sky Sports is the home of festive profit.
To unlock this content and take advantage of the flexible 6-month contract, call the Sky Business team today on 03300 299 836.
Your essential December planning schedule
Sat 6 Dec, 5.30pm: Leeds v Liverpool (Premier League) – Prime Saturday evening trade
Sun 7 Dec, 1pm: Abu Dhabi F1 Grand Prix – Perfect for Sunday lunch service
Sun 7 Dec, 3pm: Celtic v Hearts (Scottish Premiership)
Thu 11 Dec, 7pm: World Darts Championship Starts – The party begins.
Sun 14 Dec, 2pm: Sunderland v Newcastle United (Premier League) – Huge derby day interest
Sun 14 Dec, 2pm: Crystal Palace v Manchester City (Premier League)
Mon 15 Dec, 8pm: Manchester United v Bournemouth (Premier League)
Sat 20 Dec, 5.30pm: Tottenham Hotspur v Liverpool (Premier League) – A pre-Christmas blockbuster
Sat 20 Dec, 8pm: Everton v Arsenal (Premier League)
Sun 21 Dec, 4.30pm: Aston Villa v Manchester United (Premier League)
Fri 26 Dec, 8pm: Manchester United v Newcastle United (Premier League) – The standalone Boxing Day event.
Sat 27 Dec, 5.30pm: Chelsea v Aston Villa (Premier League)
Tue 30 Dec, 7.30pm: Chelsea v Bournemouth (Premier League) – Midweek “Twixmas” booster
Tue 30 Dec, 8.15pm: Arsenal v Aston Villa (Premier League)
Thu 1 Jan, 5.30pm: Liverpool v Leeds United (Premier League) – New Year’s Day recovery session
Sat 3 Jan, 5.30pm: Bournemouth v Arsenal (Premier League)
Sat 3 Jan, 8pm: World Darts Championship Final – The big finale
Sun 4 Jan, 5.30pm: Manchester City v Chelsea (Premier League)
