Get Set For a Summer of Sport

As an epic summer of sport kicks off, we've pulled together some top tips and sips to help the on‑trade prepare for what promises to be another blockbuster season. 
 
Excitement is building nationwide as fans prepare to cheer on their home nations and soak up the atmosphere with great food, great drinks, and great company. With the World Cup at the heart of a packed sporting calendar, venues have a major opportunity to attract fans, increase footfall, and boost sales throughout the summer.  

Why show live sports?  

Watching live sport is the fastest‑growing occasion in the GB on‑trade, offering a powerful way to draw in customers, extend dwell time, and unlock higher margins. Nearly half of all live‑sport occasions take place in the late evening – a period that is otherwise declining – meaning sport can revitalise quieter times and encourage longer stays. 

Sports fans are also known to spend more when out in the trade, with a 23% uplift versus typical on-trade consumers. The energy and anticipation around major fixtures drive celebratory behaviours, with guests more willing to treat themselves, buy rounds and stay for longer. For many venues, this makes live sport one of the most reliable levers for both footfall and revenue growth.  

Top Tip: Tailor your offer for late‑evening fixtures – extended kitchen hours, match‑time food deals and premium or group drinks packages all help maximise spend while elevating the experience. 

The World Cup opportunity 

The World Cup is sure to be the headline act in what’s shaping up to be a monumental summer of sport. Hosted across America, many group‑stage matches fall later in the evening for UK audiences, with regular kick‑offs at 8pm, 9pm and 11pm, and Scotland’s early fixtures scheduled into the early hours. These timings naturally extend the trading window and create new chances to attract after‑work crowds, evening social groups and late‑night supporters. 

Later fixtures are especially valuable when paired with the premium‑spending behaviour typical of live‑sport consumers. With fans expecting big‑screen atmosphere, great service and quality drinks, the 2026 tournament could generate some of the strongest match‑day returns venues have seen in years. 

Top Tip: Be operationally match-fit – complete licensing checks, confirm any late‑trading permissions and conduct thorough sound tests across all viewing areas to ensure smooth, compliant late‑night trading. 

The right range for the right times  

With late‑night fixtures and big‑screen moments ahead, having the right drinks range in place is essential. Varying kick‑off times create different occasions, and a well‑curated selection will help you capture maximum sales throughout the tournament. 

It will be no surprise to hear that beer and cider remain the most engaged match-day categories. World lagers continue to be popular, with premium favourites like Menabrea delivering great quality and strong margin potential. For cider drinkers, Outcider offers a modern, refreshing option with broad appeal. 

Low and no‑alcohol options are increasingly important. “Zebra striping” (alternating alcoholic and non‑alcoholic drinks) is now commonplace, and low/no beer saw a 38% uplift on matchdays during previous tournaments. A visible and appealing low/no range helps maintain dwell time without limiting spend. 

Wine will also have a significant match-day presence, with more wine drinkers opting to head to the trade for games. Sparkling wine remains a popular choice for celebratory moments, but the biggest opportunity lies in encouraging trade‑up. Demand for French rosé, particularly premium Provence styles, continues to rise as customers look for elegant, refreshing summer serves. These wines naturally drive higher margins thanks to their premium cues. Meanwhile, favourites such as Sauvignon Blanc and Malbec remain reliable performers and offer opportunities to elevate spend through premium by‑the‑glass servings or chilled seasonal options that feel elevated and occasion‑worthy. 

With many fixtures kicking off later in the evening, spirits represent another area of significant opportunity. Simple cocktails, premium long drinks and celebratory serves thrive when energy levels are high, and consumers are increasingly willing to explore and treat themselves. A well‑considered spirits range, supported by a handful of special serves, can significantly boost revenue. 

How to win with a summer of sport 

Preparation is essential to making the most of this year’s sporting opportunities. From staffing and stock levels to screens, sound systems, and seating plans, advance planning ensures a smooth, high‑quality match‑day experience that keeps customers staying longer and returning throughout the tournament.  

Atmosphere is the number‑one reason consumers choose to watch live sport in pubs and bars. Lively décor, team colours, music and crowd‑boosting moments turn standard screenings into memorable events. A great atmosphere not only extends dwell time but also encourages repeat visits for future fixtures. 

Beyond atmosphere, the next most influential factors are value for money, convenience and drink quality. Competitive pricing, fast service and a clearly‑thought‑out drinks range help your venue stand out – especially during high‑demand matches 

With the right preparation, atmosphere, and product mix, your venue can attract sports fans all summer long and keep them coming back long after the final whistle. 

Head to matthewclarklive.com to explore a winning range that will get your venue ready for an epic summer of sport.