Sport is big business for pubs and bars, with two in five Brits now heading to their local to watch live. But there’s more going on here, beside the action on the pitch and the screen.
Operators who understand how, when and what fans want to eat, drink and experience around major fixtures are scoring the biggest wins at the tills. That’s the focus of a recent Lock In podcast episode, where Chris shared how venues can turn sporting moments into commercial victories—especially with the help of On Premise insights and daypart analytics.
From the British & Irish Lions Tour to the Rugby World Cup, sport is proving to be a powerful driver of footfall and spend. But it’s not just about showing the game—it’s about matching the moment.
Sports Fans = High Spending Fans
In Great Britain:
- 40% of consumers now watch sporting events in pubs and bars, (a +3pp uplift year-on-year).
- Rugby union is the second favourite sport to watch, just behind football.
- 37% of sport enthusiasts go out to watch live sport at least once a fortnight.
And they’re not window shopping. These fans are some of the highest spending On Premise visitors, staying longer, ordering more drinks, and more likely to order food too.
These combined factors make them a valuable audience for key industry stakeholders to understand and to activate around.
But Timing Is Everything
It matters just as much when sports fans are spending, besides what they’re ordering.
This is where the upcoming Daypart Analytics Report comes in play, tracking sales by hour of day, and giving drinks suppliers and venues a sharper lens on:
- What consumers are ordering before, during and after the match
- Which promotions work best for driving footfall at different times
- How dwell time and spend per head changes across the day
This kind of insight is vital for drinks brands and operators planning activity around British & Irish Lions Tour and Rugby World Cup moments.
Chris noted some venues are already promoting Lions breakfast and brunch to attract fans early. But beyond kick off, the smartest operators are tailoring offerings to keeps fans engaged long after the final whistle.
Stadium Spirit, Local Pub Setting
The research indicates the top priorities for sports fans in venues are:
- Atmosphere (45%)
- Value for money (41%)
This means big screens, crystal clear sound, and a buzz that feels like being in the stadium.
In addition, food also plays a big part, with sharing plates and finger food ideal for groups glued to the game.
“The experience matters,” Chris iterated. “Great sound, great visuals, and food and drink that fits the occasion all help boost sales.”
Beyond the Blokes
The days are long gone of sports being perceived as exclusively male territory. Now, there’s much untapped potential in women’s sport:
- 48% of pubs and bars screening sport say they plan to show more women’s games
- 56% of landlords, managers and owners want to attract more women and families to watch live sport
It’s clear women’s sport represents a strategic growth opportunity, with more inclusive promotions, flexible menus, and family-friendly viewing spaces helping venues attract a wider audience and drive more consistent footfall.
Match the Moment
The On Premise opportunity around sport is growing, for both drinks suppliers planning future brand activations, and venues incorporating sport into summer calendars.
But one size doesn’t fit all.
This is why daypart analytics can help drinks brands and venues time it right, by maximising visibility, spend, and customer satisfaction at every point of the matchday journey.
Unlock opportunities to maximise sales across occasions and times of day. Our insights reveal evolving On Premise dynamics—helping brands identify peak moments, understand consumer behaviour, and shape smarter strategies.
Contact the CGA team to learn more about CGA’s capabilities across the UK On Premise.
