Sporting Highlights: Key Dates for Pubs to Capitalise On
Sport remains one of the biggest drivers of footfall for pubs, with major fixtures and tournaments providing the perfect opportunity to create event-led trading days. From blockbuster football clashes to international rugby and global cricket action, here are the standout sporting moments pubs should be planning around.
Football: Big Matches, Bigger Audiences
Premier League Showdowns
This season the Premier League is shaping up to be one of the most exciting ones for years with plenty of interest at the top and bottom of the table. The February fixtures will continue to dominate weekends, with title contenders and relegation threatened teams having plenty to play for. Look out for Manchester City v Liverpool and Tottenham and Arsenal in their London Derby.
FA Cup – Football That Brings Everyone Out
The FA Cup adds another major draw, with some eye-catching ties that will appeal to both regulars and families. Fixtures to shout about include Liverpool v Brighton on the 14th of February, on the 15th is Arsenal v Wigan Athletic and the local-interest clash of Manchester City v Salford on the 14th of February. Cup football has a different energy to league games, and pubs can lean into that sense of occasion.
UEFA Champions League
European competition moves into its most compelling phase as the knockout rounds get underway. With the draw taking place shortly and play-offs and last-16 ties to follow, midweek football becomes appointment viewing. Two-legged ties, away-goals pressure and the prospect of extra time and penalties all add to the drama, making these nights particularly valuable for pubs and bars. Multiple kick-off times, packed schedules and high-stakes football provide excellent opportunities for extended dwell time and repeat midweek visits.
Rugby: Six Nations Takes Centre Stage
Six Nations Championship
The Six Nations remains one of the biggest highlights of the sporting calendar, delivering packed pubs across consecutive weekends. The opening fixture, France v Ireland, sets the tone for the tournament and is likely to attract strong interest from the very first whistle. Home nations matches later in the day give pubs the chance to build full-day events around back-to-back games.
Cricket: T20 World Cup Action Begins
ICC Men’s T20 World Cup (from 7 February)
The ICC Men’s T20 World Cup gets underway on 7 February, bringing fast-paced, high-scoring cricket to screens throughout the month. England’s second-round clash against West Indies is one of the standout fixtures, with evening start times making it particularly well suited to pub screenings. The short format and clear match windows provide strong opportunities for themed promotions and drinks-led offers.
Darts & Indoor Sport: Evening Crowd-Pullers
Professional Darts
Major darts events continue to perform well in pubs, especially during evening sessions. High-profile quarter-finals and finals nights regularly attract lively crowds, making darts a reliable option for midweek and late-night trade.
Summary: Turning Fixtures into Footfall
Live sport continues to be one of the most effective tools pubs have to drive footfall, extend dwell time and increase spend. With Premier League blockbusters, the opening weekend of the Six Nations and the start of the T20 World Cup all landing in close succession, pubs have multiple chances to create standout trading days. Promoting key fixtures early and building an event atmosphere around them can help turn major sporting moments into consistent sales opportunities.