Summer of Sports: A Game‑Changing Boost for Hospitality
As the Paris Olympics and Wimbledon crown the summer, Experian, in partnership with Reward, cracks open a treasure chest of data revealing that the summer of sports is set to crank hospitality sales into the stratosphere.
How the Euros Made Pubs Richer Than a Real‑Estate Mogul
- £100 million added to the hospitality sector
—thanks to England’s push to the Euro final - Pubs & bars saw the biggest lift: 16% sales jump, equating to roughly £66 million in economic impact
- Number of patrons? Growth of 13%.
Number of drink rounds? Up by a whopping 22%. - Peak moments: The Euro final spiked pub sales by 39%, while the semi‑final brought a 27% bump.
Beyond the Bar: Entertainment Gets a Boost Too
Not just for pint‑slingers, the entertainment world capitalised on England’s run. Live shows and events saw an 8% sales increase—entitlem‑ends who set up match‑watching parties reaped the gains.
Summer Forecast: £233 Million to the Economy
Experian’s latest economic forecast predicts this season will inject £233 million into the UK economy, with the Paris Games and Wimbledon taking the wheel for the summer advantage.
Words from the Expert
Colin Grieves, Managing Director, Marketing Services, Experian UK&I summed it up:
“Sporting events like the Euros are a lifeline for hospitality. They build resilience and help venues weather economic headwinds.”
“Brands that focus on these high‑profile events as part of their strategy stand to reap huge consumer demand gains.”
Why You Shouldn’t Miss Out
Think of it: if you’re not throwing on a team jersey, you might just be missing the chance to fill a pint‑glass, a wallet, and an industry’s bottom line—all in one go.
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