Carling: pubs can drive footfall with women’s football

30-May-2024 - Last updated on 30-May-2024 at 08:07 GMT

Hit the target: women's football is rarely screened at pubs according to Carling's survey results (credit: getty/gorodenkoff)

More than half (55%) of UK adults have tuned in to watch women’s football over the past 12 months but pubs may be missing a trick by not screening it.

In a poll of more than 2,000 UK adults, Carling – sponsor of the Adobe Women’s FA Cup – found more than three in five (62%) men have watched a match over the past year and almost half (49%) of women, with those aged 25 to 34 the most avid viewers (64%).

But further research from the Molson Coors-owned lager brand has found a plethora of reasons why people have not watched women’s football at a pub. Matches not being shown (24%), it’s too expensive to visit the pub (23%), not liking the atmosphere (20%) and inconvenience of visiting the pub (19%) are the main reasons.

Some 32% of people said they would be more likely to visit their local if they were showing women's football on the TV.

No screenings say 19%

Pubs could be capitalising on the trend of people wanting to watch women’s football with 19% of those surveyed saying they had never seen their local pub show any women’s matches while just 4% say only major matches are shown with just 1% claiming women’s football is screened more than once a week.

Carling said 55% said they are more likely to watch now than they were 12 months ago with Brits, on average, tuning in to around seven women’s football matches each year, with two in five (41%) watching at least once a month.

Drink choices of all pub customers surveyed showed 21% drink lager when a game is on at the pub, the same figure is true for a soft drink while cider is preferred by 12% and a glass of wine for one in ten (11%).

New legion of fans

Mixed drinks, such as gin & tonic are preferred by 7% with 6% opting for ale while 17% do not have a preferred drinks when watching women’s football.

Lee Willett, Carling brand director at Coors Beverage Company, said: “Women’s football audiences continue to grow as the success of the Lionesses and increasing popularity of the domestic game inspires a whole new legion of fans – presenting an exciting opportunity for venues up and down the country as a result.

“The game attracts a large audience but, according to our survey, many venues are still not playing the matches despite demand. Making it more accessible is vital to tap into the nation’s love of the game and draw in some of the 85% of fans watching from the comfort of their own home.