Tapping into Sports Fans: Connecting Brackets to Bars through Local Social Advertising

For local pubs and restaurants, the roar of an enthusiastic crowd is more than just mere ambiance; it’s the hallmark of a successful business model. A recent survey by CGA by NIQ and Sky Business in Great Britain, revealed that more than two-thirds (68%) of these establishment owners agree that their revenue increases when they show live sports. Notably, these sports fans aren’t just there for the on-screen action – they spend 36% more on food and drinks compared to non-sports customers.

An Innovative Approach to Trade Marketing

Local social advertising can connect beverage brands to the energetic world of sports enthusiasts, strengthening not just their profits but their community ties as well. According to the study, 8.5 million Britons watched sports games in pubs and bars in the last six months. That’s a sizable potential clientele for beverage brands, one that is united by more than a shared appreciation of finely crafted beverages. Yet most of these patrons experience a beverage brand through national advertisements or on-site promotional materials. Local social advertising can bridge the gap between the two, uniting beverage brands’ products with establishments showing the game. 

Success Story: Connecting Brackets to Bars

Companies like AB InBev have already capitalized on this symbiotic relationship between sports fans and local establishments. During the 2021 COPA America Tournament, the beverage giant successfully activated fans by highlighting each matchup in hyper-targeted Facebook and Instagram ads. AB InBev used Tiger Pistol’s platform to automate and localize more than 500 campaigns that featured advertisements that automatically changed creative to the most recent tournament match-up. More notably, these promotions originated from the local Facebook Business Pages of more than 500 establishments, astutely guiding fans towards the nearest venue broadcasting the match. By embracing locality, this innovative approach to trade marketing lowered AB InBev’s cost of advertising by 75%.

Sports Fandom Drives Long-Term Customer Loyalty

Sports have a unique power to bring people together, with approximately 75% of sports fans surveyed frequenting their local pubs and bars in larger groups than usual. The allure of live sports creates a dynamic environment that encourages extended stays. Approximately 87% of these sports enthusiasts stay longer in pubs and bars during live game broadcasts. This contributes to an upbeat atmosphere that 41% of these fans cite as a primary reason for their patronage. This unique vibe not only enhances customer experience but also serves to build a sporting reputation that encourages repeat visits. A significant 89% of surveyed sports fans admitted they’re more likely to return to venues known for screening matches. Moreover, sports patrons aren’t just one-time visitors. An impressive 91% of owners and managers reported that customers who visit for sports often return for non-sporting occasions.

Unlocking Growth Through Women’s Sports

CGA’s research also revealed that the growing popularity of women’s sports represents another untapped avenue for growth. More than half (56%) of pub owners and managers expressed interest in attracting more women and families, with plans to show more women’s sports in the upcoming months. The current FIFA Women’s World Cup is a prime example of an event that beverage brands could leverage to promote their products via local social advertising through their trade partners. The

Future of Beverage Marketing is Local & Social

The future of pubs and bars is intrinsically linked to sports fans, and beverage brands who collaborate with their trade partners on local social advertising for live watch experiences will yield more lucrative results. By elevating trade marketing with local social advertising, brands can leverage their creative assets alongside their trade partners’ local influence to achieve greater results together. Together, brands and their partners will recognize incremental revenue, forge stronger partner relationships, and outpace competitors in the race for local market dominance.