Live sports in the UK continues to grow at an unprecedented rate, contributing significantly to the national economy. In 2023, audiences spent 9.1 billion hours watching live sports, with projections indicating that this sector will generate £13 billion by 2034. According to the latest 2024 survey, the top five most-watched sporting events are the Paralympics, Olympics, FIFA World Cup, Wimbledon, and Paris Olympics.
This growth has had a notable economic impact. People who watch live sports have increased their spending on eating and drinking out by 36%. Pubs showing Sky Sports benefited significantly, selling an additional 230 million pints of beer in 2023, generating an extra £1.1 billion in revenue.
The power of advertising during sporting events
The sporting intentions study which analysed OOH effectiveness, shows that OOH is a trusted advertising medium during sporting events, leading to a 33% increase in brand affinity and a 14% increase in brand engagement among those who recalled seeing an ad. One key factor behind this is contextual relevance - when ads align with the excitement of a sports event, they feel more natural and engaging.
The study found that during the sporting season, the top drivers for purchasing a product advertised were brand recognition (20%) and brand trust (15%). This highlights how people are more receptive to ads when they’re tied to a sporting moment. In fact, 69% of consumers are more likely to notice ads that align with the content they’re already engaged with - in this case, a sports game.
Live sports and pub advertising
Around one-third of the UK population heads to a pub or club to watch live sports, drawn in by the engaging atmosphere and social appeal. In fact, two in five people prefer watching sports in these venues for the lively experience. Fans also tend to gather in larger groups, with 75% bringing more friends than usual, emphasising the strong social connection that comes with these events.
This benefits businesses with extended dwell time (87% of fans stay longer) and higher customer loyalty (89% are more likely to return). Beyond the social aspect, exciting sports moments trigger endorphins, enhancing enjoyment and memory retention. During this positive emotional state, consumers become more receptive to ads, making brands visible during these highs, more likely to be remembered, and preferred later. Plus, with fans spending more time in the venue, brands advertising in pubs get increased exposure, with ads being seen more frequently and by more people throughout the game.
The surge of women’s sports
Women’s sports are on the rise, and venues are taking notice - 48% plan to screen more women’s sporting events. Women's football is booming, with registered female teams in England doubling in the past seven years. The UEFA Women’s Euro 2022 final was the most-watched women’s football match on UK TV, drawing nearly 90,000 fans to Wembley.
This surge presents a huge opportunity for brands, as women interested in team sports are 51% more likely to watch games at the pub more than once a week. With increasing investment in women’s sports, this trend is set to continue, offering brands a unique chance to engage with passionate and growing audiences.
Maximising brand impact through MiXR
Advertising in pubs that show live sports is a powerful way for brands to boost visibility, trust, and recognition. With highly engaged audiences spending extended time in these venues, it’s the perfect setting to make a lasting impression. Alight’s MiXR network offers advertisers access to 3,600 digital screens across the UK, reaching 100 million annual visitors - a number that soars during major sporting events. With an average dwell time of 72 minutes, which increases during sporting events, MiXR puts brands at the heart of the conversation.
Sources:
- TGI Consumer Insights 2025
- Sky Business & CGA Report
- Experian
- Bar Magazine
- Morning advisor
- CC Sporting Intentions Study
- EY Sports
- Nielsen
- Doubleverify
- The Drum
- NBC