New research has shown that customers spend an average of £16.75 in a pub during a live sport event.
The CGA BrandTrack research shows that 22% of consumers visit a pub or bar to watch sport with 73% of those watching football and 20% watching rugby union. A further 18% watch boxing, with 13% preferring tennis to be served up.
Of those consumers who watch sporting events in the on-trade, 20% watch a fixture about once a week and a further 20% doing so at least two or three times a month. Avid fans among the sample (9%) admit going to a pub or bar to watch a sporting event at least several times a week.
Lager is the most popular drink when watching live sport (44%), with 21% drinking cider, 16% soft drinks and 13% craft beers.
The research, which was based on a sample of nearly 5,000 consumers, shows going out to watch a game is most prevalent in those aged 18-34, with 33% of this age group watching sport in the on-trade versus 24% of 35-54 year olds.
Phil Tate, CGA’s chief executive, said: “The research reveals how crucial sporting events are to the on-trade, with fixtures appealing across the age groups. Consumers who go out to enjoy sport are also very loyal to particular venues.
“Consumers go out to watch sporting events partly because many key fixtures are screened on subscription-only channels, but watching sport in a bar also gives fans something of the camaraderie they would get at a live game – so they visit for the atmosphere and the chance to enjoy the game with friends. The on-trade needs to recognise the importance of screening various sporting events and use these opportunities as an effective marketing tool.”
