Drink Warehouse UK Blogs

Published on July 12, 2023.

Nothing quite like it! 

For centuries, pubs and bars have showcased all manner of sports throughout Britain, becoming a traditional passtime to go to a local venue to watch a big game. Whether people are engaging in the sport or sharing drinks with friends, showing sport in your venue is one of the best ways to create a vibrant and enticing atmosphere to attract customers. Chief executive of the British Beer & Pub Association, Brigid Simmonds states the importance of screening sports, expressing sporting excitement “only being at the game itself can compare to watching it in the pub.” Within the last 10 years, there has been a massive increase in TVs and projectors throughout venues in the UK. These venues are seeing an increase in profit, including England games that saw an increase in income that was up to SIX TIMES the usual intake. 

When people think of sports in British pubs and bars, they automatically think of football… it does seem to be on all the time! However, a real test of the power of football was proven last year during the World Cup. There was an increase of over 130 MILLION MORE pints sold. Given its own name – ‘football fever’ – by the hospitality industry just proves the significance this sport has on the industry. Women’s football will be key this summer after the success of the English Women’s team at the 2022 Women’s Euros. The FIFA Women’s World Cup 2023 will show another massive increase in sales, with there already being a vast popularity in the sport throughout the UK. The Women’s England team have revolutionised women’s football in this country and captivated thousands, so let’s watch the population pour into British venues to watch even more of their games this year. 


Boxing is another sport that has racked up millions of viewers. When screening boxing matches, the foot traffic is great as a lot are done online or on Sky Sport channels, which not everybody has access to. This means venues are really reaping the benefit of Pay-Per-View fights. In the last few years, boxing gas boomed due to social media platforms – YouTube and TikTok – especially woth young adults. The 2019 fight with KSI and Logan Paul raked in 2.25MILLION live viewers. This new audience would be the perfect way to grab the attention of new customers. 

How to captivate an audience? 


Promotions on during the match to lure in fans is a great way to get people through the door. Products such as pitchers of beer and bar snacks are pivotal to game nights; however, we not try live game discounts? A yellow card being given? Why not get 10% off your next drink? Total of 5 goals from Liverpool? Then why not come and have a shot on us? It is a great way to get rid of old stock but also get people spending more, gambling on the game through discounts and freebies. Make sure to advertise all promotions on social media and with posters and banners leading up to the event. 

Share this article

About the author

Chloe Lewis

Chloe looks after all copywriting and proof-reading for Drink Warehouse UK, working with the Marketing team to deliver educational content to all our customers. She has spent many years in the hospitality sector, moving from behind the bar to now helping venues to stock their own. You can find more from Chloe about beer, cider, spirits, wine, non-alcoholic, soft drinks and RTDs all over our blogs, website, social media and Set The Bar magazine. 

Click here to receive the latest and greatest promotions, new products, competitions and so much more straight to your inbox.