The Summer of Sport 2022

The value of sports to UK pubs

KAM have partnered with Sky to find out from operators what the opportunities are for them around the summer of sport as well as gaining insight from consumers on what they are looking for when it comes to sport. Research shows that showing sport helps businesses drive more revenue. Sports fans spend more than other pub-goers, they stay longer and they keep coming back for more.

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It's clear from our research that 2022 is shaping up to be both a big summer for sport, but also for UK pubs. Many challenges, of course, still remain for the industry but this summer feels like the start, hopefully, of the recovery back to 'normal' and a kick-off point from which to look ahead to a prosperous future. Pubs were sorely missed by customers during Covid and there is a real desire from customers to get out and support their local in 2022. Sport can give people a reason to leave their homes and come to the pub.

Insight used in this report is taken from exclusive research conducted by KAM. 500 UK adults (+18) / nationally representative sample (respondents must-visit pubs/bars at least once a month on average and watch live sports on TV at least some of the time to qualify) were surveyed alongside 300 leased and tenanted UK publicans who currently offer Sky Sports. Interviews were conducted in May 2022.

The whitepaper contains exclusive research carried out by KAM alongside industry expertise and commentary. Sections covered include;

Looking forward to the big summer of sport

Sport is a footfall driver to pubs this summer

Atmosphere creates the experience

How pubs are promoting the summer of sport

The size of the prize for the big summer of sport

How customers decide on a venue

How pubs are investing for the summer of sport

The report is available NOW in PDF format. Enter your details if you would like to receive your FREE copy of this whitepaper straight to your inbox.

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