Making the Most of Sport - in association with Sky
Domestic bliss: The return of football
This feature is sponsored by Sky
The fixture lists have been released, the transfer window is open and fans up and down the country are once again starting to dream that this year will finally be their year. With this being the shortest off-season ever, the return of the football season is just five weeks away and fans of all 92 clubs from the Premier League and Football League are itching for its return and the chance to watch their team in their local pub.
Over 4.6 million people watch football in a pub or bar every month, and it is unlikely to surprise anyone that it is the most popular sport to watch in out-of-home venues.
When it comes to consistently competitive matches that truly have pulling power, domestic football leads the way. For football fans, the big draw to get them out the house and into their local pub is all about providing an enjoyable atmosphere for friends and family to watch their team play. It’s about seeing titles decided, trophies won and relegation battles fought.
For pubs, it’s the knowledge that there’s opportunities to boost footfall and increase profits throughout the entire season from August to May, and that there’s still guaranteed interest from pub-going fans right up until the final day.
Consistently big matches
The value of domestic football for pubs comes from the consistently big matches, attracting more fans through the door to spend more money. Last season alone, Sky Sports showed 17 head-to-heads between the previous season’s top six sides, 18 derby matches, 22 Chelsea matches, 21 Manchester United matches and 20 Manchester City matches.
Top tips for licensees
To maximize the revenue potential of showing domestic football, Sky recommends:
Catering for all: As well as showing all the sport their customers want to watch by using additional viewing cards — which are free for pubs with a Sky subscription — to screen more than one match or sport at the same time, they can also consider zoning. It’s a great way to cater for people who want to watch the football, while ensuring those who don’t still feel welcome and relaxed.
Go the extra mile: Make sure fans don’t miss a minute of the match – try serving pitchers to reduce serving times, and consider an offer that includes food served to the table.
Set-up loyalty schemes: With games on Fridays, Saturdays, Sundays and Mondays, set-up a loyalty scheme to reward those who come back for every match.
Plan post-match: BBQs, live music and quizzes can be a great way to encourage customers to stay after the 90 minutes is over and don’t forget to advertise live sport that is showing after the game so customers know there’s more to stay for after the final whistle blows.
What’s more, with The Championship providing some of the best entertainment from any league in Europe last season, the three newly promoted sides, Bournemouth, Watford and Norwich City, will be out to prove they’re not just making up the numbers.
The Championship is a big attraction to football fans – it is one of the most popular leagues in Europe with average attendances even outdoing Italy’s Serie A. Many licensees find screening Championship matches attract fans just as much as Premiership games.
Big match trade boost
The Gardeners Arms, aka The Murderers, in Norwich, sees a boost in trade on big match days, especially last season during Norwich City’s successful promotion campaign. The pub is frequently decorated with yellow and green balloons and banners to match the team’s colours.
Manager Shelley Laws says: “Staff dress up, we have football on all screens, and there’s a great atmosphere.” People support “loads of different teams”, so the Murderers has three Sky boxes to screen different matches simultaneously.
The Griffin, next to Brentford’s stadium, is packed with fans keen on Championship football. Licensee Gerhard Peleshka estimates that on match day the pub hosts between 500 and 600 fans, but is also popular for showing other Championship matches before the 3pm kick-off.
The pub has three screens, including one giant screen in the garden, all showing Sky Sports football. “Fans are keen to see their team’s rivals in action,” he says.
The Griffin adds a pop-up bar in the garden on match days so customers can avoid the main bar queues. Both pubs change their food menus to hot dogs and burgers to deal with increased demand.
Get set for kick-off
A strong domestic football offering is a great start to establishing a venue as ‘the’ place to watch live sport, which can help drive:
Customer loyalty: Showing quality football builds loyalty among sports fans.
Increased profit: It’s the intense rivalry of domestic competitions that matters most to football fans, with Barclays Premier League games leading the charge. Next season Sky Sports will show 116 Barclays Premier League matches (three times more than any other broadcaster)
and 92 Championship games (37 more than last season). Domestic competitions provide the matches that matter and get people through the door.
Longer stays & repeat visits: Creating a great environment and atmosphere for people to enjoy the action can increase dwell time and keep customers coming back for more.
Go Further: Sky Sports Preview magazine
All Sky pub customers receive Sky Sports Preview, a free monthly magazine which is sent directly to them, giving them all the information they need for the month ahead, as well as helpful and easy to implement business advice, and sports news and insight from Sky Sports and the best pundits in the business.
Sky Sports Preview magazine is also where customers can find their free weekly fixture posters to help promote matches.
