Early morning boxing screening boosts pub sales by 'massive' 9%

26/10/2017 - 07:00
Pubs that stayed open past normal closing hours to screen a record-breaking boxing match this August experienced a 9% trading increase compared to pubs that did not show the fight, new data shows.

Research from sports marketing agency, Matchpint, and data analysis company, Vianet, demonstrated the financial benefits for those pubs which stayed open past midnight to screen the Floyd Mayweather v Conor McGregor fight in the early hours of 26 August.

Sites which extended traditional trading hours to screen the bout saw on average an additional 22 pints sold per hour between Saturday night and final orders at 6 am on the Sunday.

“Pay-per-view boxing continues to draw massive online attention as sports fans plan ahead to avoid disappointment" said Robert Stewart, head of operations at MatchPint.

"The youthful make-up of punters searching for fights also gives operators a fantastic opportunity to access a key demographic."

Mark Fewster, product manager at Vianet, added: “Our insight shows that operators that showed the fight, and kept their doors open, were rewarded with a big sales boost”

“Live sport continues to provide a huge boost to beer sales for operators. With the upcoming fight [Anthony Joshua v Carlos Takam] it is vital that operators focus on their beer quality management to ensure a great experience and get fans to return.”

Vianet uncovered similar patterns between live sports and sales boosts with its research into the British & Irish Lions tour-deciding rugby match in September- an 8.35 am screening.

While previous research from MatchPint found that 99% of sports fans said they would return to the same pub having watched live sport there.

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