Some 84% of football fans are more likely to visit pubs and bars to watch live Champions League matches during the first month of the year, according to research commissioned by TNT Sports and conducted by KAM.
Further data showed incremental spending per customer per visit will likely rise after 81% of 1,001 survey respondents said they will be more likely to have more drinks while watching live Champions League matches in the pub in January, compared to if there was no live football on TV.
Spend more money
This was backed further as 73% said they spend more money in general when there is football on TV in a pub. In comparison to days when there is no football on, the research found European football game days – which is provided to pubs via TNT Sports – will increase the average number of drinks purchased per person by three during January weekdays.
Under the new format, a phase of Champions League matches will be played out in January and the research found games taking place on 21, 22 and 29 January will beat traditional occasions such as live music, quiz nights or meals out to drive midweek pub attendance this month with 63% of football fans saying Champions League fixtures would be the top reason for them to visit the pub.
Almost 60% of football fans who were planning to lay off alcohol during January said the big UEFA game days in January would be enough to tempt them to visit a pub and break their resolution.
Tough month
TNT Sports vice-president commercial premises Alasdair Collis said: “After the celebrations in December we know January can be a tough month for the on-trade so pubs and clubs will be looking for reasons to encourage people back to their local.
“The good news is this month is packed full of top-flight football, with the new UEFA format meaning that for the first time we see Champions League and Europa League action in January.
“Our latest research has shown the UEFA Champions League is the event most likely to make people return to the pub and break the dreaded dry January for.
“This January on TNT Sports we have weekend and mid-week Premier League games as well as the UEFA Champions League to help landlords encourage people back to the pub.”
