Home Business News Millions are ditching the pub to watch the Euros amid the cost of living crisis

Millions are ditching the pub to watch the Euros amid the cost of living crisis

10th Jul 24 8:34 am

Nearly three fifths (57%) of Brits are planning to watch sports tournaments this summer, and the vast majority (80%) will stay home to tune in, rather than heading to pubs or bars, according to new research by customer loyalty rewards platform Airtime.

With the UK summer sports schedule now underway, sports fans are tuning into football, tennis, cricket and of course, the Olympics.

But, despite high interest, nearly two thirds (63%) say they haven’t budgeted specifically for the events. With the majority supporting their favourite teams from their sofas, only 10% are planning to watch the games live while 19% are heading out to watch some – or all – games in pubs, bars and restaurants.

However, staying home still requires budgeting. More than a quarter (27%) are planning on hosting friends or family, and 38% of those staying in expect to spend more money than on a typical day or evening at home. Nearly one in 10 (8%) think they will spend between £25 and £50, and 11% expect to spend between £15 and £25 watching tournaments from their sofas.

In contrast, two in five (40%) sports fans enjoy watching some or all games from major tournaments in hospitality venues. For those heading out, over a quarter (26%) plan to spend more than £50 on the occasion, which is more than a typical day or evening out for 35%.

Josh Graham, Co-Founder at Airtime said, “While many sports fans are watching their wallets this summer and opting to tune in from their sofas, there is a small captive audience looking for great experiences.

“In this environment, loyalty is more important than ever. No matter whether fans choose to stay put at home or go out, there is a real opportunity for the hospitality and retail sectors to think creatively to reach their customers and deliver exceptional experiences to attract and retain customers.”

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