Sports viewing and interactive socialising present significant opportunities for pubs to increase footfall and revenue, according to TNT Sports director Alasdair Collis and TOCA Social, head of business development, Laurence Stevenson.
Speaking during an innovation showcase session at MCA’s Pub Conference, the pair discussed how by innovating and creating unique, inclusive experiences, pubs can attract patrons who seek more than just a place to watch the game.
“Sport has always been about innovation,” said Collis. “It’s not just about buying TNT Sport and putting on the England game and expecting them to turn up—they don’t.”
He noted that the vast majority of sports fans, approximately 80%, have access to sports at home. Therefore, the primary draw for them to visit is the unique social and atmospheric experience pubs can offer.
“People go to the pub to watch sport because they want to watch it in a social, convivial, authentic, atmospheric environment,”
To maximise this opportunity, pubs and the trade must continuously innovate, and publicans who actively work to attract this trade, play a crucial role. “It’s not just about switching on the television, although that helps. It’s about activating the product, putting up posters, and reminding publicans around the content available and possibilities to make money.”
The combination of sports and competitive socialising is particularly powerful, as it offers multiple incentives to visit pubs, Collis added. “We think sport and competitive socialising go together like Ant and Dec. They work so well together because they are giving you two reasons to leave your sofa, to watch sport and do something competitive, in a fun, inclusive environment.”
Stevenson expanded on how interactive elements can enhance the pub experience, taking learnings from TOCA Social. Founded in 2016 by US World Cup and former English Premier League midfielder Eddie Lewis, the competitive socialising brand first made its UK debut in 2021 at The O2, offering interactive, target-based football games.
Stevenson, “not a massive sports fan” himself, emphasised the importance of creating an inclusive environment. “How do you create an environment where you are inclusive and you can bring people along to enjoy the atmosphere of football and sport as well as then keeping them after whether you win or lose?”
He also highlighted the value of interactive gaming in private viewing boxes, where consumers can enjoy a safe group environment. “It is about getting that extra element of play afterwards, letting off some extra steam and either celebrating or being a little bit upset and drinking beer,” he described. This approach ensures that everyone feels involved and engaged, “pushing the boundaries” of traditional pub experiences.
“The Euros at the moment have been massively successful,” Stevenson added. “Seeing the venue so full, with people playing games, interacting in a way you wouldn’t see normally in a hospitality venue, while giving absolutely amazing hospitality. Serving great drinks and food and elevating that experience.”
He stressed the importance of keeping people in-venue post-match. “Everyone in the pub industry knows that people is always looking for that something extra, and a lot of the industry are bringing in extra things to play with in sites.
“It’s super important to keep people in there after a match because it’s revenue that we need as a business. Those sporting activities are big revenue pushers, so it’s important to keep them in there as long as possible.”
