the winning sporting trifecta. CGA’s puts some figures to our favourite past times.
With winter upon us and the 2023 AFL and NRL seasons now underway, CGA by NIQ’s On-Premise Sports Report brings some accurate numbers on two of our favorite times of the past: pubs and football.
First off, it’s no big surprise to know that those who love watching live sport also really love pubs. Almost 20 per cent of consumers head to venues to watch sport on big screen TVs, with RSL, sports clubs and pubs being the most popular venues in recent times.
They are also more likely to place a bet when watching a sporting event at a bar or restaurant than when watching the game at home.
Almost half of these consumers will also extend their stay at the venue if they have invested in mobile sports betting and are likely to order more drinks.
James Phillips, Client Solutions Director – ANZ at CGA for NIQ, said: “The start of the 2023 AFL and NRL season is a key time for providers and operators to evaluate their sporting events strategy and identify which events are critical for activations are.
“The AFL Grand Final in late September is the most popular major event for consumers to visit the hospitality venues – proving that venues showing live sports will be critical to the on-premises live sports viewership busy throughout the season if they want to drive higher footfall.
“For beverage suppliers, maintaining sports-themed advertising ensures your brand is remembered by consumers at key decision points during sporting events.”
Beer is a clear winner among on-premises sports viewers, who tend to be suburban and male, with domestic brands typically leading consumption within the category.
As for spirits and wine brands, half of sports fans will consume beverages from these categories while watching the game, and when it comes to wine, sports viewers are looking for both value and quality, buying in bottles rather than bottles by the glass when it comes to wine serving.
Within the spirits mega category, there is general interest, with a particular focus on whiskey, gin and liqueurs, with On Premise sports viewers drinking these categories more frequently every year.
While bar recommendations and visibility on bar shelves can help increase gin brand sales, whiskey drinkers are looking for value and discounts.
The upcoming On Premise Sports Report from CGA by NIQ looks at the typical on premise live sports viewer. For more information on the On Premise Sports Report, email James Phillips at [email protected]