About The Authors

October 2023 - Sport, Leisure and Tourism

People who watch live sporting events in pubs and bars spend 36% more on eating and drinking out per month: A survey of consumers asking them about habits and behaviours whilst watching live sport has found that those who watch live events in pubs and bars spend 36% more on eating and drinking out per month, than customers who don't.

The research by CGA by NIQ and Sky Business also revealed that when heading out, almost nine in 10 respondents are more likely to stay out longer when a live game or match is on (87%). The chance of revisiting a venue was also found to be more likely if there is sports coverage to view (89%), found the research. 

The survey also polled a cross section of pub landlords and bar and restaurant owners, finding that the screening of women's sports is growing in popularity, with almost half the respondents surveyed saying they are planning to show more women's games, which they say provides a great opportunity to encourage more women and families into venues. 

The favourite sport to watch at a bar or pub was football, found the polling, with rugby union, boxing, cricket, and Formula 1 also popular choices. The research also found that the English Premier League was the most sought-after sports coverage to watch. 

The survey also highlighted the importance of fast and free broadband inside pubs and bars with almost two-thirds of consumers stating that a poor connection would make them less likely to return (64%). A sizable 85% also said they expect to be able to connect to WiFi for free when they visit a venue as it makes up an essential part of the pub and bar experience. 

When it comes to the opinions of landlords on how important showing sports is for business, 4 in 5 said they believe that their customers would go elsewhere if they stopped showing games (82%). 

Andy Dean, CGA by NIQ’s client director, hospitality operators and food said “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."

Other Sport, Leisure and Tourism Research Findings

Other Latest Market Research Insights