The predicted figure was 23m pints more compared to last season, with the new UEFA format, which will include more teams, meaning a 27% increase in top flight European football on TV.
Playing on the traditional Expected Goals (xG) metric, the research showed the expanded UEFA format and increase in European game days mean pubs showing European football this season could expect to pour a total of 200m pints across European game days, compared to 177m pints poured last season.
Footfall boost
This would equate to an approximate boost of £10m in sales across the UK, with 93% of the 1000 consumers surveyed by KAM earlier this year having said they would go to the pub to watch UEFA Champions League.
In addition, more than half of respondents said they wouldn’t normally go to the pub midweek unless the UEFA Champions League or Europa League was on.
Benefit most
Based on data from last season, TNT Sports venues sell up to 35 more pints on a UEFA game day than other venues, roughly equating to an uplift of £470 in sales per game week compared to a venue without a TNT Sports subscription.
The research also indicted the North West was set to benefit most, with an XP of 31m pints to be consumed, while the South East came in second with 22.8m pints expected to be pulled, followed by London with an estimated 19.5m pints served, as shown by data from Oxford Partnership.
Starting on Tuesday 17th September, the tournament will kick-off with AC Milan vs Liverpool and Aston Villa vs BSC Young Boys, followed by Celtic FC And Manchester City on Wednesday 18th September and Arsenal playing Atalanta BC on Thursday 19th September.
