• New research finds that pubs with Sky Sport sold the equivalent of an additional 230 million pints of beer in 2023 alone
• One in three UK adults have been to a pub, club or bar to watch a live sports event in the last year
• UK sports fans are on track to generate £13 billion a year for the UK economy by 2034, as findings show there could be an additional 10 million new UK sports fans over the next decade
• The report recommends reforms to business rates for the hospitality industry so they can continue to be hubs for sports fans
London, 10th September 2024: The nation of passionate sports fans is estimated to generate £13 billion for the UK economy in 2034, according to new research into the impact of the sporting ecosystem by Public First, commissioned by Sky.
Fans bring spending power when they watch or play sports, generating regional economic activity as they support local businesses. The enhanced foot fall increases revenue in bars and pubs, with Sky Sports generating an estimated £1.1 billion extra revenue for British pubs in 2023, equivalent to 230 million pints of beer.
James Tweddle, Director of Hospitality at Sky Business said: “Pubs are the cornerstones of our local communities, providing vital space for people to gather and socialise, often to watch a match together on the big screen."
“These new findings show that live sport not only helps to boost pubs’ revenues but can have the power to drive further economic growth regionally and nationally, as well as bringing people together and fostering social connections."
“At Sky Business, we’re proud of the role we play in the hospitality sector and continue to invest in bringing our customers an unrivalled live sport offering, helping to generate even more footfall to their venues.”
Key findings from Game Changing: How sport makes us happier, healthier and better connected
Helping the pub industry succeed
Pubs showing Sky Sports saw a notable increase to revenues and sales, as not only beer sales were boosted but other drinks, snacks and meals, too. Of the one in three UK adults that have been to a pub, club or bar to watch a live sports event in the last year, 86% of those ordered a drink, 58% bought snacks and 46% ordered a meal.
Kate Nicholls, Chief Executive of UKHospitality, said: “Our pubs and bars are the best places to watch live sport, outside of being at the event itself, and it is a crucial way for venues to attract customers and boost sales.
“As we saw during the Euros this summer or since the new Premier League Season has kicked off, the atmosphere in the pub is unmatched and is also a fantastic way to bring together local communities.”
Emma McClarkin, CEO of the BBPA, said: “The pub is the home of sport in UK. There is no better place to cheer on your team or favourite player than with friends and family at your local pub. Sport is a big attraction for our customers and boosts business up and down the country, helping to solidify the pub at the heart of communities."
“Government must use the Budget to support our treasured pubs by reforming business rates, cutting beer duty, and maintaining the vital 75% relief so that pubs continue to be a home for sport.”
Steve Alton, CEO of the British Institute of Innkeeping (BII) commented: “We have seen time and time again, the unique relationship between the pub and sport and just how vital it is to local villages, towns and high streets across the UK. Sport has always been a key part of what brings people together. We have seen this in spades with our Licensee of the Year Award winner, Justine Lorriman, who transformed her pub, The Royal Dyche in Burnley, into a safe haven for sports fans to unite, celebrate and find their place in the community."
“We are hugely supportive of this report, showing yet again the vital connection that pubs and sport have to communities everywhere, and why they need and deserve investment and support.”
Bringing people together in the community
Social connections are the second biggest reason people watch games out of home; 75% of fans visit with bigger groups than they usually would when visiting pubs generally.
Stuart Green, Manager of The Cabbage Patch pub in Twickenham said: “Sport is good for pubs’ bottom line but it’s also phenomenal for bringing people together in the community.”
“Anything that gets people through the door and gets them thinking about coming back is great for us, and the range of sport being shown on TV now really helps with that.”
Sports catalyses economic growth
Big sporting events not only benefit the hospitality industry but have a ripple effect, with people then being more likely to visit other local businesses in the area.
Green says: “Getting people out into the community has wider benefits too. People who come into us to watch a match are then more likely to use local shops or go on somewhere for dinner, helping the whole high street.”
A survey participant [Woman, 48, Manchester] agrees: “When there are big sporting events on, it benefits all our communities positively because people go to the local pubs and cafes, or they have a barbecue and buy more things for the shop, so it does have a big knock-on effect.”
In 2023 alone, Public First estimates that Sky Sports underpinned almost £4 billion in economic activity in the UK. This is equivalent to over £10 million a day.
Calling for reform
The research by Public First recommends that the government permanently reduces business rates for pubs and other hospitality venues, to ensure they can continue to offer hubs for fans to come together and watch sports. In recognition of the unique social value that pubs hold as a community space, a new vision for business rates should include a lower pub or hospitality specific multiplier to address the existing tax burden, and a continuation of the current 75% relief until a new system is introduced.
The full research and findings can be found in the full report, available to view here.