Pubs prepare for summer of sport

Two in three customers say live sport on TV will make them visit more and spend more.

Two thirds of pub operators have 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.

A Summer of Sport 2022 White Paper, created by KAM in partnership with Sky, also reveals that consumers are going to deliver on operator expectations, with two in three customers saying that live sport on TV will make them visit more and spend more in a pub this summer.  

Of those operators asked, they expect an incremental increase of over £13 per head per customer on big sporting occasions.

This summer's live sport includes Women's EURO 2022, Summer Rugby Internationals, Wimbledon, Formula 1, international cricket, the 150th Open Championship, the return of domestic football at the end of July and, of course, the start of a new Premier League season in August. 

“There is no doubt that sports drive a lot of our footfall," says Natalie Coleshill from The Milford Arms in Isleworth. "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.”

Pub & Bar readers can plan their sports coverage by reading about upcoming fixtures in every issue of the magazine.

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