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The impact of televised sport in pubs in 2015/2016

Published:  31 August, 2016

According to a new set of data, the Premier League dominates the sports sales market, accounting for 43% of all sports sales.

The data from leading sports pub app MatchPint in conjunction with CGA Strategy, aims to show the value of showing sport in pubs over the past 12 months.

While the Premier League drives the majority of sales, uplift during other big competitions such as the Champions League are directly linked to the teams playing and stage of the competition.

During the 2015/2016 year, lager sales were up 17% during midweek football when tournaments such as the Champions League were playing in on-trade venues.

Sales suffered during the majority of the midweek Champions League, down 26% on midweek sales compared to the Premier League - but enjoyed a sharp increase of 41% during the final.

In general, wet sales were 3.5 times larger on Saturdays than midweek matches.

The data has been collated from over 2,000 pubs in the UK, incorporating an estimated six million fixture searches made on MatchPint in the last year.

Robert Stewart, head of data insight at MatchPint, said: "It is really interesting to see the relatively small impact of the Champions League (down 26% on EPL), but then the huge uplift of 41% for the final. By providing a preliminary summary of our analysis for free we hope that it will give a great snapshot of the value of football to everyone in the UK on-trade."

Graeme Loudon, commercial director at CGA Strategy, added: "Working in collaboration with MatchPint has allowed CGA to finally be able to accurately and robustly answer the questions we get asked regularly about the impact of televised sport in pubs. Being able to triangulate the sales performance with search data from consumers and feedback from licensees gives a fully rounded view of the impact that different sporting events can have on footfall and sales.

"The initial findings from the report suggest showing televised football matches puts extra cash in the outlets till with lager sales up 17% during mid-week football matches, but that more people search for specific Rugby Union matches such as the 6 Nations."