7m get ready for Euros in pubs

New research suggests that 6.9m UK adults intend to watch the postponed UEFA Euro 2020 tournament in a pub or bar.

According to a new report from KAM Media and MatchPint, 56% of UK adults intend to watch at least one of the Euros matches on TV, with 13% of UK adults intending to watch at least one match in a pub or bar.

Sports fans are clearly excited to be back in pubs and bars, with 43% saying that 'watching sports' is what they are looking forward to the most about returning to pubs this summer.

"We've been getting accustomed to spending our 'entertainment' time at home over the last 12 months," says Blake Gladman, strategy and insight director at KAM Media. "However, one of the things that people have found most difficult to replicate is the atmosphere for a night out. It's this unique combination of environment and ambiance that makes the pub so special. When you throw live sport into this mix, and big occasion live sport for that matter, you really hit the sweet spot. The fact that nearly one in two say that watching sports is what they're looking forward to the most about returning to pubs this summer, shows the power sport has to bring people together.”

Despite the Olympics being less of a traditional sporting event to watch in a pub or bar, research suggests it still offers an opportunity - 73% of the UK adult population intend to watch some of the Olympics on TV, with 9% intending to watch some of it in a pub or bar. That’s 4.7m people looking for a suitable venue.

The whitepaper from KAM Media and MatchPint includes feedback from 618 sports fans and 214 pub operators.

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