Sporting chance for growth in Ireland’s On Premise

New research from CGA reveals the value of live sport in Ireland’s clubs, pubs and bars. The exclusive On Premise Sports Report shows that well over half (58%) of Ireland’s sports fans go out to watch live sports events on TV—and 70% them do so at least once a month.  The report aims to provide the foundations for targeted and effective live sports strategies, setting out the key factors that drive consumers to sports-led visits to venues, including the importance of location, atmosphere, drinks range and seating. 

 

The research also flags the most popular sporting events in Ireland’s On Premise, including the Six Nations rugby tournament and World Cups. However, domestic sports like Gaelic football and hurling provide opportunities to attract fans all year round (and not just for one-off occasions). The Long Alcoholic Drinks (LAD) category is the most popular segment for sports fans, but there are under-exploited opportunities in spirits categories, including vodka and cocktails.

 “Live sport is an integral and long-established part of Ireland’s On Premise, but brands have plenty of untapped potential for more sales,” said Katie Lawton, CGA’s Senior Client Manager, Ireland. “Sports fans are among the most engaged and highest-spending visitors to pubs and bars, but to win their loyalty it’s vital to understand their specific habits and priorities. Our Sports Report offers some of the best insights yet into this lucrative opportunity and the ways suppliers and operators can collaborate on successful strategies.” 

The report provides insights into the live sports market, the behaviour and priorities of consumers watching the events and the most popular channels and categories. As well as insights for the venues, it also helps suppliers to identify the key events for activations and the potential to generate trial and trade-ups, leading to effective planning and partnerships.