This summer offers fantastic opportunities to grow footfall, sales, and profits. The latest consumer research can help point you in the right direction.

After the challenges of the last four or five years, the prospect of a long, warm summer is surely very welcome for all venues. Could this be the summer when things finally return to something resembling ‘normality’?

One key to maximising the vital summer sales period is unlocking the huge opportunity sport creates. This summer again features a back-to-back calendar of top-quality sports, including standout events like the Olympics in France and the Euro 24 Finals in Germany.

To squeeze every penny of profit out of the forthcoming summer of sport, it’s important to plan ahead and ensure that you have everything in place to help bring as many customers to your door as possible to enjoy these showcase events.

So, what is important to consumers when choosing a venue to watch live sports? To answer that question, we asked pub-goers about their priorities. 

People celebrating with glasses of Flint Eye beer in the pub

WHAT ARE THE KEY DRIVERS OF VENUE CHOICE WHEN WATCHING SPORTS?

The top things that people who watch sports are looking for when choosing a venue to watch sports in are:

  • 52%: convenient location
  • 50%: reasonable price of drinks
  • 50%: ensuring I have a seat 

 

High-quality audio and visual equipment also rank highly, as does the venue capacity and ensuring it’s not too crowded.

A friendly atmosphere is also important, ensuring people feel comfortable and a good vibe in the venue.

 

SO WHAT?

Making the sport-watching experience easy for customers is key.

Customers want to watch sports somewhere that is easy to get to, with reasonably priced drinks. They want to be able to see the screen and hear the audio.

It’s critical to ensure your customers have good access to screens and that the venue isn’t too crowded with plenty of seating.

 

Two people eating food and drinking Stowford Press ciderFOOD AND SPORT

Of our sample, 60% told us that they order food and drinks when they go out to watch sports. This ranges from a full meal to bar snacks and is more important to customers aged 18-54.

  • 61% told us they like to be able to order from the main menu.
  • 52% said they’d like to be able to order snacks or finger food when they go out to watch sports.

 

SO WHAT?

When showing sports in your venue, make sure a variety of food is available. Offer options ranging from more substantial meals to snack foods and sharing platters.

A person holding a glass of Greene King Beer

ENHANCE THE SPORTING EXPERIENCE

Almost half (44%) of customers told us that they would like to be able to pre-order a set-price package of drinks when watching sports.

  • 43% told us they’d like to be able to book a private table or booth with a TV built-in. This increased to 50% among those aged 18-34 years.
  • A third of customers told us they’d like to pre-order a meal.
 

SO WHAT?

Think about ways you can enhance the sport-watching experience in your venue.

This is particularly important for younger customers, so offering more innovative ways to watch sports and offering packages or deals on food and drink could drive more customers to your door.

Again, it’s about making it easy for customers and making the whole experience is comfortable and enjoyable

FINDINGS ARE BASED ON A POLL OF 1,500 RESPONDENTS WHO WATCH SPORTS IN PUBS REGULARLY.