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November 2023 - Food

Survey finds that people who watch live sporting events in pubs and bars spend 36% more on dining and drinking out each month: A survey of consumers has revealed that individuals who watch live sporting events in pubs and bars tend to spend 36% more on dining and drinking outside their homes each month compared to those who do not.

The research, conducted by CGA by NIQ and Sky Business, also unveiled that nearly nine out of ten respondents are more inclined stay out longer when a live game or match is being broadcast (87%). The survey also found that the likelihood of returning to a venue was also higher if sports coverage is available to watch (89%).

The survey also gathered opinions from a diverse group of pub landlords, bar owners, and restaurant proprietors. It discovered a growing interest in the screening of women's sports, with almost half of the respondents polled planning to feature more women's games. This trend is seen as an opportunity to attract more women and families to their venues.

Among the favourite sports to watch at a bar or pub, football ranked the highest, with rugby union, boxing, cricket, and Formula 1 also being popular choices. The English Premier League emerged as the most sought-after sports coverage to watch.

The survey also underscored the significance of fast and free broadband within pubs and bars, with almost two-thirds of consumers stating that a poor internet connection would discourage them from returning (64%). An overwhelming 85% also said they expect to access free WiFi when visiting a venue, considering it an essential part of the pub and bar experience.

Regarding the views of landlords on the importance of showing sports for their business, four out of five believed that their customers would seek alternative venues if they ceased to offer televised games (82%).

Andy Dean, CGA by NIQ's Client Director for Hospitality Operators and Food, commented, "This research confirms the enormous value of live sport to Britain's pubs, bars, and drinks suppliers. With businesses and households alike facing major cost pressures, it's more important than ever to provide compelling reasons to eat and drink out, and investing in live sport is an excellent way to keep people coming through the doors."

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