Live sport has played a pivotal role in many pubs for decades; the friendly banter, the edge-of-your-seat moments, the roar of cheers and smug commiserations. And despite the many challenges the hospitality industry is facing, there is a clear appetite for live sport in pubs. An estimated 8.5 million British consumers have watched games while out in the last six months, 89% are more likely to revisit a venue if they know matches are screened, and their average monthly spend on eating and drinking out is 36% higher than those who don’t visit pubs and bars to watch sport.

Sport in these venues is about more than just viewership - it fosters a sense of belonging, excitement, and shared emotion that is difficult to replicate elsewhere. That’s why we launched Startle Arena.

Let’s take a look at the importance of live sports in pubs and bars. 

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The social hub.

Pubs and bars have long served as social hubs where people come together to unwind, socialise, and celebrate. The addition of live sports supports this communal experience. 

Whether it's cheering (or crying) for a local team or rallying behind a favourite athlete, the shared passion for sports unites patrons in a way that bridges differences and forges connections. Strangers become friends, and regulars become part of a larger sporting community.

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Escape and entertainment.

Live sport is a form of entertainment that goes beyond passive viewing. In a pub or bar setting, the cheers, groans, and collective reactions to pivotal moments create an immersive experience that heightens emotions.

The thrill of a last-minute goal or a game-winning shot can electrify an entire room, transforming the space into a vibrant arena of excitement and anticipation.

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Cultural identity.

For many communities, sports hold deep cultural significance. Supporting a local team or following a national sporting event becomes a shared expression of identity and pride. 

Pubs and bars become venues where this collective identity is celebrated and reaffirmed. Whether it's a hometown rivalry or an international tournament, these events evoke a sense of belonging and tradition that resonates with patrons.

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The business of experience.

From a business perspective, live sport can be a huge tool for pubs and bars. They attract diverse crowds, enhance customer engagement, and prolong visits. Sports events provide a reliable draw that encourages repeat custom, especially during key games or tournaments. 

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Embracing diversity.

Live sports have the ability to bring together people from various backgrounds and interests. In a pub or bar showing a game, you can find individuals of different ages, genders, and professions, all united by a shared enthusiasm for sports. This diversity enriches the social fabric of these establishments, fostering inclusivity and breaking down barriers.

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The thrill of the moment.

What’s the main difference between watching a match in a pub to watching it at home by yourself? The energy of collective experience. 52% of people that regularly watch live sport stated that their main reason for visiting a pub to watch sport was because of a better atmosphere.The thrill of witnessing pivotal moments—whether it's a championship victory or an underdog triumph—becomes amplified when you’re with other fans. These shared memories linger long after the final whistle. 
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The ability to witness sporting events in real-time, surrounded by like-minded individuals, taps into something fundamental about human connection and community. It's not just about watching a game; it's about being part of something bigger—a shared journey of emotion, camaraderie, and celebration.

In essence, the importance of live sports in pubs and bars extends far beyond entertainment; it embodies the essence of social interaction, cultural expression, and collective experience. As these pubs and bars continue to evolve, one thing remains certain: the magic of live sports will continue to unite and inspire us, one game at a time.

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Startle Arena

Keeping on top of promoting sports fixtures - updating assets, printing, assembling, taking down, repeat - and extending the entertainment beyond a 90-minute match requires a lot of time and energy, and we all know pub managers are busy enough.

To tap into the opportunities live sport provides to pubs and bars you need a platform that takes care of your promotions, automatically updating with fresh, relevant content that’s customised to the pub’s location. Startle Arena was designed to do just that.

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Sports promotion in action - Belushi's.

During the UEFA Euro 2024 competition, Belushi’s made great use of our automated sports promotion tool (a module of our branded TV solution).

During the tournament, we scheduled bespoke pre-match content. These videos are specific to the home nation, and were scheduled to replace all other digital signage content at that time, usually one hour before kick off.This event-specific focus isn’t just football, though.

For example, we also scheduled specific Formula 1 content, replacing all other usual content when the British Grand Prix was taking place at Silverstone, in all Belushi’s Bars sites. Belushi’s know a thing or two about making the most of a sporting event - and we are always there to help them do it.

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We deliver multiple occasions to consumers and it's important to have a system that can support different times and events. Startle enables us to create atmosphere and content relevant to the time of day and audience as well as showcase what else we have to offer. Particularly during our sporting occasions the ability to have tailored content that enhances the fans experience is a huge support in creating the right atmosphere and ambience.

- Hayley Pipe, Belushi's

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Find out more about our work with Belushi's.