Pubs and bars prepare for Euros boost

The tournament is likely to bring a surge in footfall for pubs and bars, says CGA.

A new survey has revealed that nearly half (46%) of British consumers plan to watch UEFA Euro 2024, with two in five (40%) of those planning to watch matches in pubs and bars.

The tournament, which begins on Friday 14 June, is likely to bring a surge in footfall for pubs and bars screening the matches, as more than three quarters of consumers (79%) expect to go out to pubs and bars more often while it’s on and just over two thirds (70%) say that going out to see games is better than staying at home. 

The research from CGA by NIQ's latest BrandTrack, in association with Sky Business, goes on to show that consumers watching games spend an average of 36% more than those who don’t visit pubs and bars for live sport and nearly nine in 10 (87%) of sports fans will stay longer in a venue if sport is on. Nearly as many (83%) will spend more on drink and food on these occasions than on non-sporting visits.

What's more, 89% of sports fans are more likely to revisit a pub or bar if they know games are screened.

"Euro 2024 brings some great opportunities for pubs, bars and drinks suppliers, especially as this will be the first major football tournament that is free from Covid-19 restrictions for six years," says Violetta Njunina, client director at CGA. "But it’s important to remember that while many consumers are eager to watch the Euros, many are still affected by the cost of living crisis, while others aren’t interested. For all venues, balancing the needs of these very different consumer groups, and finding the right formula of value and atmosphere to tempt sports fans out of home, will be crucial."

What will sell well during games?

CGA’s trading data shows match days at the last Euros and World Cup triggered big uplifts in trading, with LAD (long alcoholic drinks, such as lager and beer) sales 14% higher on 2022 World Cup match days than on the equivalent days in 2021. 

The scale of the Euros boost will also depend on how far England and Scotland progress. While previous tournaments have triggered big sales spikes on England’s match days, games involving other nations do not significantly impact trading. 

Scotland begin their campaign against hosts Germany on Friday 14 June at 8pm, while England face Serbia in their opener on Sunday 16 June at 8pm.

Pub & Bar recently announced a partnership with CGA as part of the 2024 National Pub & Bar Awards. Based on exclusive consumer research, the  Pub Group of the Year and Bar Group of the Year will be revealed at the event on 26 June.

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