June and July this year are shaping up to be a blockbuster for sport—and UK pubs and bars have a golden opportunity to turn the packed calendar into busy venues. With the Womens Euros, Club World Cup, Wimbledon, the test cricket, Royal Ascot, Henley Royal Regatta, the British & Irish Lions tour, The British Grand Prix and The Open Championship all on the schedule, the chance to attract a wide range of customers has never been better.
To make the most of it, atmosphere is everything. From England’s Euro matches to Wimbledon’s finals, how can you transform a casual drop-in into a full evening or day out. Small touches matter: Pimm’s on the menu for Ascot, boat-race bunting for Henley, or a strawberries-and-cream dessert special during Wimbledon can elevate the experience and show customers you’re leaning into the occasion.
Promoting your viewing schedule early and clearly is key. Post fixtures online and in-venue, highlighting marquee events like Lions tests, Wimbledon, or The Open in July. Letting fans know you’ll be showing less-publicised but much-loved events—like the golf—can set you apart from competitors and widen your appeal.
Tying in tailored food and drink deals is a simple way to boost revenue. Offer breakfast and drinks for morning rugby coverage, drink bundles for football games, or themed menus tied to specific events.
Encouraging group bookings can help drive larger parties and ensure a vibrant atmosphere. Consider table reservations for big matches or special viewing zones with guaranteed screens and optional extras like welcome drinks or snacks.
Don’t overlook fan engagement. Run competitions, score predictors, or social media activities tied to the sporting calendar. These not only drive traffic but give customers a reason to return across the summer.
Finally, cater for everyone. Keeping part of the venue sport-free—especially during big fixtures—can help retain non-sport-loving regulars looking for a relaxed drink.
This summer is more than a sporting spectacle—it’s a strategic opportunity. With thoughtful planning and a creative approach, you can turn every whistle, serve, and swing into new footfall and increased loyalty.