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Maximise Your Football and Christmas Trading

Pubs are to benefit from this year’s unique international football tournament and Christmas combination, with 48% of consumers more likely to watch a match in a pub because it’s being shown over the festive period[1].

With near eight million consumers visiting pubs during the 2018 World Cup[2], this year’s tournament is to bolster sales further as 38% of consumers said they will spend more on alcohol at the pub during a match, versus 27% who will spend more at a Christmas gathering[3].

To maximise major sporting and festive season sales, operators should advertise screenings of key matches, build atmosphere with offers, music and lighting, and ensure key drinks categories, such as premium lagers, are well stocked.  

Christmas will remain a pull for those seeking to enjoy the festivities. Pubs should have football free zones to help customers create Christmas memories with loved ones, friends and colleagues.

[1] HEINEKEN UK data | KAM research, August 2022, N=299
[2] Toluna bespoke research,(24 May 2022, national representative sample based on 413 respondents
[3] HEINEKEN UK data | KAM research, August 2022, N=299