Trade can cash in on summer sport

Major events in coming months will attract customers, Sky says

LICENSEES who take steps to establish their outlet as the ‘go to’ venue for live sport this summer stand to reap the rewards.

That’s the message from Sky Business, which said the coming months offer “so much potential” for publicans to use some of the big sporting events to attract – and retain – new and existing customers.

061Sky sport in pubs

As well as the final games of the season in the top-flight football leagues north and south of the border, the Scottish Cup takes place on May 30 followed by the UEFA Champions League Final on June 6 and European Qualifiers for Euro 2016, including Scotland versus the Republic of Ireland in Dublin on June 13.

And it’s not just football that licensees can use to encourage customers into their venues and keep them in for longer, according to Sky.

Rugby Union, which is said to be the second most-watched sport out of home, offers a series of tests in August, when Scotland takes on Ireland, Italy and France ahead of the Rugby World Cup, which kicks off in September.

In other sports, F1 heads to Monte Carlo for the Monaco Grand Prix, which will be shown on Sky Sports on May 24; in darts, the World Cup of Darts takes place in June followed by World Matchplay in July; and golf on Sky Sports this summer includes the US Open in June and the PGA Championship in August.

Alison Dolan, deputy managing director of Sky Business, said: “This summer offers so much potential for pubs to attract new customers and build on the loyalty of sports fans.”

Top tips for being a good sport

OPERATORS who want to establish their outlet as the home of live sport this summer should:

• Think about marketing: advertising to customers in advance means they are more likely to choose that venue.

• Offer food and drink deals: offering food can encourage customers to stay longer.

• Get the atmosphere going: encourage staff to talk to customers ahead of the live action.

• Plan ahead: knowing when live sport is on and preparing the venue in advance can help ensure customers enjoy the best experience and keep them coming back.

• Offer a breadth of sport: licensees should show a variety of different events.

Source: Sky Business