1 in 3 adults visit on-trade to watch live sport
According to recent research from Public First, a sum of £1.1bn was generated for British pubs throughout 2023, due to hospitality venues showcasing Sky Sports coverage. This was reportedly equivalent to hospitality venues serving an additional 230m pints of beer.
The report by Public First commissioned by Sky, titled: Game Changing: How sport makes us happier, healthier and better connected, revealed one in three adults have also been to a pub, club or bar to watch live sports events throughout the last year, with 86% having ordered a drink, 58% who purchased snacks and 46% who ordered a meal.
Community cornerstones
Findings also showed UK sports fans are reportedly on track to generate £13bn a year for the UK economy by 2034. Additionally, the report also recommended reforms to business rates for the hospitality industry, in order for them to continue to be hubs for sports fans. Addressing the positive effect sports can have on the pub industry, Sky Business director of hospitality James Tweedle said: “Pubs are the cornerstones of our local communities, providing vital space for people to gather and socialise, often to watch a match together on the big screen.”
"These new findings show live sport not only helps to boost pubs’ revenues but can have the power to drive further economic growth regionally and nationally, as well as bringing people together and fostering social connections.”
UKHospitality chief executive Kate Nicholls, said: “Our pubs and bars are the best places to watch live sport, outside of being at the event itself, and it is a crucial way for venues to attract customers and boost sales.”
“As we saw during the Euros this summer or since the new Premier League Season has kicked off, the atmosphere in the pub is unmatched and is also a fantastic way to bring together local communities.”
Unique relationship
Speaking on the link between sporting events and pub venues, British Institute of Innkeeping (BII) CEO Steve Alton also commented: “We have seen time and time again, the unique relationship between the pub and sport and just how vital it is to local villages, towns and high streets across the UK.”
He highlighted the key role that both pubs and sports play in banding communities together. Alton added: “We are hugely supportive of this report, showing yet again the vital connection that pubs and sport have to communities everywhere, and why they need and deserve investment and support.”
According to PublicFirst, it is estimated throughout 2023, Sky Sports underpinned almost £4bn in economic activity throughout the UK, equivalent to more than £10m per day. The strategy consultancies, research also recommended the Government permanently reduces business rates for pubs and other hospitality venues, in order to ensure they can effectively continue to offer spaces for fans to unite and enjoy viewing sports. Emphasising social value and the importance of community spirit, a new vision for business rates is also recommended to include a lower pub or hospitality specific multiplier, made to address the tax burden, alongside a continuation of the current 75% relief up until a new system is introduced and in place.
