The ‘Summer of Sports’ is set to break records for hospitality sales, new insights from global data and technology company Experian, in partnership with Reward, industry leader in customer engagement and commerce media, reveal.
Ahead of the Olympic Games in Paris, new analysis shows how sports fans are helping to support businesses across the country by watching the events socially.
By looking at transaction information from millions of consumers across the UK, the analysis found the hospitality sector received a £100 million boost thanks to England’s run to the final of the Euros, with pubs and bars seeing the highest sales increase (16%), equating to approximately £66 million in economic contribution.
Across the matches, pub and bar sales were driven by a 13% growth in customers through the doors, and 22% increase in the number of drinks rounds bought. Observing the most successful match days, the final drove the most sales at pubs and bars (39%), while the semi-final saw a 27% uplift.
Outside of hospitality, the entertainment sector also capitalised on England’s success, specifically live shows and events, which saw sales uplifts of 8% as businesses set up match viewing events bringing in sports fans in their masses.
Experian’s latest economic forecast found the summer of sports will provide a £233 million boost to the economy. With the nation tuning into the upcoming Paris Olympics, paired with the anticipated sales output from Wimbledon, growth trajectory looks set to continue for the economy throughout the summer.
Colin Grieves, managing director, marketing services, Experian UK&I, said: “It’s clear sporting events like the Euros offer a vital boost to the hospitality sector, building business resilience and helping them thrive against ongoing economic challenges.
“Brands and companies working in the sector will know how critical showpiece events are, and by focusing their attention on them and making them part of their business strategy, they can reap the benefits of consumer demand.”
