With winter coming our way and the 2023 AFL and NRL seasons now in motion, CGA by NIQ’s On-Premise Sports Report puts some exact figures two of our favourite past times: pubs and footy.
First up, it comes as not a huge surprise to know that those who love to watch live sports also tend to really love pubs. Nearly 20 per cent of consumers make their way to venues to watch sport on big screen TV with RSL, Sports Clubs and pubs the most popular destination venues for this past time.
They are also more likely to place a bet when watching a sporting event in a bar or restaurant than if they were watching the game at home.
Close to half of those consumers will also prolong their stay at the venue if they have invested in mobile sports betting and they are likely to order more drinks.
James Phillips, Client Solutions Director – ANZ at CGA for NIQ said: “The start of the 2023 AFL & NRL seasons is a key time for suppliers and operators to assess their sport occasion strategy, and identify which events are key for activations.
“The AFL Grand Final, in late September, is the most popular large event consumers plan to visit hospitality venues for – demonstrating that keeping the On Premise live sports viewer engaged throughout the season will be key for venues showing live sports who are looking to drive higher levels of footfall.
“For drinks suppliers, maintaining advertising with a sporting theme will ensure consumers will recall your brand at key decision-making points during sports occasions.”
Beer is a clear winner amongst On Premise sports viewers, who tend to be suburban-based and male, with domestic brands typically leading consumption within the category.
As far as Spirits and Wine brands are concerned, half of the sports fans will consume beverages from these categories while watching the game and in relation to wine, sports viewers seek both value and quality and they are more likely to purchase by the bottle rather than by the glass when it comes to serve.
Within the Spirits mega-category, there’s interest across the board, with particular focus on Whisky, Gin and Liqueurs, with On Premise sports viewers drinking these categories more frequently year-on-year.
While bar recommendations and visibility on bar shelves can help drive Gin brand sales, Whisky drinkers are looking for value and discounts.
CGA by NIQ’s upcoming On Premise Sports Report delves into the typical On Premise live sports viewer. For more information on the On Premise Sports Report, email James Phillips at james.phillips@cgastrategy.com
