Euro 2024: The Pub‑Party Playbook
Looks like the biggest sponsorship your bar will need this summer is good sports‑night service. According to a fresh CGA by NIQ BrandTrack survey, almost half of Brits (46%) are lining up to watch the Euro 2024, and two‑in‑five (40%) are choosing pubs and bars as the primary viewing spot.
Why the crowd will swing to the pub
- 76% think a night out is better than binge‑watching at home.
- 70% lean to vent their excitement in person.
- 87% of sports fans claim they’d linger longer in a venue when a match is on.
- 83% are ready to splash a few extra quarters on beers and grub.
Fans watching your live‑sport events spell a 36% spend‑boost over those who prefer a cosy at‑home night.
What to do: Flip the script to get customers out the door
The survey warns that 44% of people planning to stay home think the atmosphere at home blows the stream. Then there’s another 21% who hate the idea of paying for every minute. The key is to throw a good mix of value deals and an energised vibe while making it clear that a match at your place is the ultimate crowd‑pleaser.
Sales shout‑out from past tournaments
Data from the 2022 World Cup shows that long‑drink sales jumped 14% on match days compared to the previous year. All you need is some cheeky pricing and the right campaigns to keep the crowd rolling.
The “when England scores” rule
Sales spikes are usually tied to how far England (and its fans) advance. Matches featuring other nations won’t dramatically pull the numbers up. So, a big victory is the prime reason to pop in the bar.
Word from the experts
Violetta Njunina, client director at CGA, said: “Euro 2024 presents juicy opportunities for pubs and bars, especially since this tournament has beam‑free from COVID for six years. But remember, the cost‑of‑living spike keeps folks tight about spending, plus some aren’t even into football. The trick? Blend awesome deals with a killer atmosphere that makes fans want to leave their living rooms.
In short, if you can make your venue the go‑to for catching every hot moment of Euro 2024, you’ll be walking in full‑tilt tickets and enjoying a substantial lift in sales.
