Over two thirds of venues say showing live sport increases revenue
As a result of this data more than half of landlords and operators are keen to leverage the gap in the market in regards to women’s sport
Over two thirds (68%) of hospitality venues have said that showing live sport directly increases revenue, according to data from CGA.
Alongside this almost half (49%) say showing live games increases customer satisfaction and 41% experience increased spend per head,
Furthermore 44% of operators think live sport entices consumers to stay for longer than usual.
In addition, nine out of 10 landlords, managers and owners say customers who watch live games in their venues also visit at other times for non-sporting occasions.
As a result of this data more than half of landlords and operators are keen to leverage the gap in the market in regards to women’s sport.
This is in response to the huge interest seen last summer as the England women’s team won the Euros.
Andy Dean, CGA by NIQ’s client director, said: “Investment in screening live sport represents a compelling trading advantage to help mitigate other rising costs that are continuing to impact the hospitality industry. So, it’s vital for pub landlords, managers and owners to understand how showing live sports can pay back in spending, loyalty and reputation.
“What’s more, the pull of live sport attracts consumers to pubs and bars at times they wouldn’t normally visit. In fact, a substantial number of consumers say they’re more likely to visit at times or on days when they otherwise wouldn’t. This clearly evidences how live sport delivers incremental spend at off peak times, rather than taking it away from other dayparts.”
