July is shaping up to be a huge month for sport, offering pubs and bars across the UK the perfect chance to bring in the crowds. With the UEFA Women’s Euro 2025 in full swing, FIFA World Club Cup, Wimbledon commanding centre court, Qatar Goodwood Festival, the British Grand Prix roaring into Silverstone, and the Tour de France weaving through its most exciting stages, there’s no shortage of live action to screen. Whether it’s football fans backing the home nations, tennis enthusiasts following every serve, or motorsport and cycling lovers chasing the adrenaline, this month provides something for every type of punter—and every kind of pub.
Sporting events like these offer a golden opportunity to boost footfall and increase dwell time. When promoted well, they bring people through the door earlier and keep them around longer. UEFA Women’s Euro 2025, with its emotional highs and drama-filled finishes, can create a great atmospheres—ideal for themed drinks, national food specials, and team-based loyalty offers. Wimbledon, on the other hand, draws a slightly different crowd, perfect for afternoon trade and relaxed garden vibes, where jugs of Pimms and strawberry-based treats go down a storm. The British Grand Prix adds another layer of excitement, appealing to groups and families looking for a Sunday spectacle. Even the Tour de France, though niche, can draw interest—especially from local cycling groups looking for a post-ride pint or brunch.
To make the most of it all, preparation is key. Create a clear schedule of screenings and promote them early across social media, in-venue posters, and chalkboards. A bit of décor goes a long way—bunting, flags, or even themed table settings can enhance the experience. Staff engagement is vital too: encouraging them to wear team colours or learn themed specials can lift the energy in the room. Consider tailored food and drink offers for each event—like continental beers during Euros matches or “grandstand platters” for F1 Sundays. Loyalty cards, live competitions (guess the score, fastest lap trivia), and even mini giveaways for fans in shirts can also turn one-time visitors into regulars. With clever planning and a little flair, July’s sports schedule can turn your pub into the local go-to for summer action—and a serious revenue winner.