A summer of top-class sport creates endless opportunities for profits.

This summer has the makings of a cracker for venues across the country, particularly if the sun shines for extended periods. However, what is most likely to drive footfall and sales is a packed calendar of amazing sports. From the FA and Scottish Cup Finals to the Champion’s League Final to Wimbledon and the Olympics, there’s a back-to-back calendar of top-class sports to drive customers to venues more often.

The undoubted key opportunity, however, is the Euro 24 Finals, held from 14 June to 14 July in Germany. It’s the first Euro Finals since 2020, when Italy beat England in the final, and with both England and Scotland having qualified, it’s sure to be a massive opportunity for venues.

Both home nations will play in three matches in the first round, guaranteeing at least six full houses for venues showing the matches live. Additionally, Scotland has the unenviable task of facing hosts Germany in the opening match on 14th June. It may be a tough start to the campaign for the Scotland team, but it’s likely to be a great start for venues with so much interest in the tournament.

The event features back-to-back matches for a full month and has the potential to provide venues with an unbelievably strong start to the key summer trading period. Recent research shows that almost half of all adults – 45% – plan to watch a Euros match in a pub this summer. That’s an opportunity not to be missed!


Two England Football supporters sitting in the pub


One of the most important things you can do in preparation is add some theatre in-venue to really bring the tournament to life for your customers.

Why not invest in some strips for your staff and hand out scarves to customers? It’s quick and inexpensive, and it can help elevate the whole experience. However, one thing that is an absolute must is to order your Greene King IPA ‘Watch Football here’ POS kit. It contains everything you’ll need, including a pump clip crowner, fixture posters, empty belly posters, bunting, drip mats, social media assets and a consumer promotion that will help drive the rate of sale.


Sky Business and CGA data from 2023 clearly demonstrate the enormous power oF live sport in driving footfall and spend in venues.

Sport brings people together: 

75% of fans visit with bigger groups than they usually would when visiting venues generally.

A sporting reputation builds loyalty: 

89% are more likely to revisit a venue if they know matches are screened (and well over two-thirds (72%) would go less often if it stopped showing sports).

Fans spend more: 

Their average monthly spending on eating and drinking out is 36% higher than that of those who don’t visit pubs and bars to watch sports.

Sporting occasions lengthen visits: 

87% say they stay longer than usual during a live game. 

Live games create a unique atmosphere: 

41% of fans say the lively atmosphere is the main reason they watch in pubs and bars instead of elsewhere.

Day parts: 

Sport can attract people to pubs and bars at times they wouldn’t normally visit. Significant numbers say they are more likely to visit at times (32%) or on days (38%) when they would otherwise be elsewhere.

Logo for False Nine Golden Beer


For the many cask ale fans, Greene King is making a special Limited Edition False Nine Golden Ale available in time for the Euros.

A refreshing, hoppy golden ale with a fusion of fragrant hops, False Nine is a delicious and thirst-quenching beer that pairs perfectly with pub classics like fish and chips as fans watch the matches. It even comes with an extra premium pump clip to help make it unmissable behind the bar during the Euros.

False Nine is available in both 9G Firkins and 4.5G Pins.

A glass of coca cola and semi empty bottle of coca cola


It’s worth bearing in mind that while beer is likely to be front of mind for many of your customers during the games, data from Coca-Cola Europacific Partners shows that a significant 30% of consumers don’t plan to drink alcohol while watching Euros matches. Of those, 60% would prefer a soft drink to a low- or no-alcohol option. So it makes sense to ensure you’re all stocked up on popular soft drinks options and provide some low and no options like Estrella Galicia 0.0% and Old Speckled Hen Low Alcohol.

The stage is set and a world of opportunity lies ahead. It’s time to make sure your venue is ready to cash in!

While the Euro Finals are most likely to see spikes in alcohol sales, don’t underestimate the power of soft drinks to help drive footfall, sales and profits. According to data from Coca-Cola Europacific Partners (CCEP):

45% say they plan to visit a pub to watch a Euros match this summer

3 in 10 don’t plan to drink any alcohol whilst watching the Euros

6 in 10 of those not drinking alcohol would choose a soft drink over mocktails or low/n

To score with soft drinks during the Euros, CCEP advises delivering a ‘hat trick’:

1. Right range, right outlet: 40% will consume more than one type of soft drink on the same occasion

2. Served perfectly: 83% say having their soft drink served perfectly improves the overall experience

3. More often: 83% say it would make them more likely to order another drink and revisit the venue