The report, which compiles survey responses of 1,321 sports fans and 595 publicans, as well as data gathered from more than 14 million searches for pubs showing particular matches on MatchPint’s app and website since 2012, identifies a number of interesting trends.
- Sports fans have a higher dwell time and higher spend than average customers in pubs and bars
- Location, atmosphere, and screen size (in that order) are the most important factors in determining which pubs fans choose to visit
- NFL and Formula 1 are the fastest growing sports in terms of fan interest in the pub.
Dom Collingwood, co-founder of MatchPint, said: “While many of the report’s findings will confirm what operators have long suspected, there are some surprises too. For example, Sunday is not the most popular day overall. Pay-per-view boxing is hugely underestimated in terms of its capacity to drive footfall.
“Above all, however, the report shows that the sporting horizons of UK pub goers are broadening – rapidly, in some cases. It is simply not enough to stick on Premier League football and expect it to pay the bills. Operators that are neglecting rugby (both league and union), American Football, La Liga, Formula 1 – they’re all missing major opportunities.”
David Rey, managing director at Sky Business, added: “MatchPint’s report makes for very interesting reading for the industry. The report shows that a wide variety of live sports attract pub-goers through the door and give any venue – wet-led, food-oriented, premium or value – opportunities to make more money.”
Other areas covered in the research include the comparative popularity of different sports and competitions according to both fans and licensees, the effect of drinks brand support for sports activation, and the different opportunities presented by Sky Sports and BT Sport.