With an exciting summer of sport ahead, new research from Tyrrells, KP Snacks’ premium crisp brand, highlights just how vital the British pub is to the matchday experience. In fact, nearly half of UK adults (49%) plan to watch live sport at a pub this summer.
For Keris and Lee, operators of the Pig & Whistle in South West London, it’s a massive opportunity. Capitalising on the World Cup and located near the Wimbledon queue, they expect major crowds: “Sport is an important part of our offer, and we’re hoping for a great summer.”
The matchday moment
Tyrrells’ research reveals that the pub atmosphere is irreplaceable, with 78% of pub-goers saying it beats watching at home. Crucially, snacks play a starring role. Two-thirds (67%) of pub-goers buy snacks while watching live sport, and 81% agree a strong range elevates the experience.
Sharing is also key with 80% enjoy sharing snacks during games. Keris and Lee confirm that “picking” dominates: “During sporting events, customers will come in and start with snacks as they only plan on eating after the game or at half time”.
Crisps rule the bar
Crisps remain the number one choice, picked by 72% of pub snackers. At the Pig & Whistle, they are the “biggest seller”. “Stocking a variety of sizes and flavours is how we keep our customers happy and coming back,” say Keris and Lee.
Customer expectations are also shifting: “Three or four years ago people wanted really posh bar snacks, only in bowls, however we’re now seeing retro flavours making a comeback alongside premium staples like Tyrrells”. Since switching to the brand, they note that “customers have responded well to the quality, packaging and new flavours.”
Support for pub operators
Sam Trabelsi, Out of Home Controller, KP Snacks says: “This summer is shaping up to be a busy one for sporting occasions, driving much needed footfall for pubs. Our research shows just how much the full experience matters to fans. It’s not just about the games being broadcast, it’s the atmosphere, the company, and the snacks too”
Now in its third year, the Tyrrells’ League of Tyrrellbly Good Taste competition is continuing to support pubs to drive bagged snacks sales by offering free point-of-sale materials, plus the chance to win a year’s worth of free stock worth over £5,000. The competition is live now, and runs until the end of October 2026.
Would your pub like to take part in the League? Register for free at tyrrellscrisps.co.uk/league to become a Tyrrellbly Tasteful Establishment.
All research conducted by Censuswide among 2,000 UK consumers. The data was collected between 29 April and 01 May 2026.