Sport has always been a powerful reason for customers to visit the pub, but the opportunity now
goes far beyond simply showing the match. With major sporting events taking place throughout the year, pubs have a strong opportunity to turn matchdays into profitable food and drink occasions.
The key is to make the menu feel part of the event. Sports bundles, pre-order sharers,
drinks buckets, loaded sides, pizza deals and country-inspired specials can all help customers stay
longer and spend more.
This is not only about showing the game. It is about creating a full experience around the occasion,
giving customers a reason to choose your pub over watching at home.
Make the experience bigger than the fixture
Live sport works hardest when it becomes part of a wider reason to visit. Pubs can strengthen event days by adding simple interactive elements such as score-prediction cards, half-
time quizzes, table games or darts challenges. 64% of UK adults have visited a traditional pub
offering an element of competitive socialising, and 80% of those customers said it improved their
overall experience*. Combining the sporting events with light-touch entertainment can
therefore help pubs appeal to groups with different levels of interest in the sport, while creating
more opportunities for food and drink orders throughout the visit.
Read more about competitive socialising in our previous blog: The ultimate guide to competitive
socialising.
Use a varied events calendar to create repeat visits
The opportunity also extends beyond the biggest televised fixtures. A rotating programme of live entertainment, viewing parties, quizzes and themed food nights can give customers fresh reasons to return between major sporting events.
37% of pub and bar visitors would be encouraged to choose one venue over another by live entertainment, with potential reach rising to 63% when entertainment is combined with regular events and varied seating**. This suggests pubs should plan a balanced calendar that mixes sport with music, quizzes, cultural occasions and seasonal menus, supported by seating areas that suit both lively groups and customers looking for a more relaxed visit.
of pub and bar occasions are for watching sport, showing that live sport remains an important reason for customers to visit pubs.
sales spike was seen by Stonegate during the England vs Spain Women’s Euros final, with over 11,000 bookings.
How pubs can turn sport into spend
1. Create sports bundles
Offer simple food and drink deals that are easy to order during busy service, such as burger and beer deals, pizza and pint bundles, wings and drinks buckets, or sharer boards for groups.
2. Build menus around the teams playing
Use international fixtures as a chance to create country-inspired specials. For example, Argentinian-inspired dishes for Argentina matches, Spanish-style tapas for Spain games, or American-style loaded fries and wings for major US-hosted events.
3. Encourage pre-orders for groups
For high-demand matches, pre-order packages can help kitchens prepare better, reduce pressure during peak moments, and encourage higher spend before customers arrive.
4. Think beyond football
Darts, tennis, rugby and other major sporting events are creating more reasons for customers to visit. Pubs can build themed nights around these occasions, from tennis summer menus to darts-night snacks and rugby sharing boards.
5. Make it easy to stay longer
Small plates, grazing boards, loaded sides and lighter bites give customers a reason to keep ordering throughout the day, especially when they are staying for multiple matches or a full afternoon of sporting events at pubs.
Live sport gives pubs a ready-made reason to bring people together. By planning food and drink around the calendar, operators can make matchdays feel more exciting, more social and more valuable. The pubs that win will be those that treat sport not just as something on the screen, but as a full food, drink and experience opportunity.
At Bidfood, we serve a diverse portfolio of pubs; they like our innovative products and the reliability of delivery that comes with being one of the biggest names in the business. We love going the extra mile, working as a partner in their success.
Learn more about how we can support your pub here: Pub food supplies & wholesale.
Sources:
*KAM, The Competitive Socialising Customer 2025, page 4
**Mintel, Pubs and Bars – UK – 2025, page 5
***Lumina Intelligence UK Pub & Bar Market Report 2025
