July promises to be one of the busiest sporting months of the year, giving pubs and bars plenty of opportunities to attract customers, increase dwell time and boost food and drink sales. From the climax of Wimbledon and the World Cup to Formula 1, international cricket and major golf action, operators have no shortage of premium sporting events to build promotions around.
Here’s a look at the key sporting occasions taking place throughout July.
Wimbledon
One of the highlights of the British sporting calendar, Wimbledon continues to attract huge interest. You can take advantage of the tournament’s traditional summer atmosphere with themed food and drink offers, including strawberries and cream-inspired desserts, Pimm’s serves and afternoon packages.
Key dates:
- Round of 16: 5–6 July
- Quarter-Finals: 7–8 July
- Ladies’ Singles Semi-Finals: 9 July
- Gentlemen’s Singles Semi-Finals: 10 July
- Ladies’ Singles Final: 11 July
- Gentlemen’s Singles Final: 12 July
World Cup
The biggest football tournament in the world reaches its conclusion in July, with the knockout stages promising must-watch fixtures. For pubs, few events generate the atmosphere and footfall that major international football can deliver.
Are you running themed match-day food and drinks, sweepstakes, social media competitions and early booking promotions to maximise the opportunity.
Key dates:
- Quarter-Finals: 9–11 July
- Semi-Finals: 14–15 July
- Third-Place Play-Off: 18 July
- Final: 19 July
England v India Cricket Series
England’s white-ball series against India brings together two of cricket’s biggest nations for a packed schedule of T20 and ODI action. With matches spread throughout the month, pubs have multiple opportunities to engage cricket fans and encourage repeat visits.
Whether customers are looking to watch a quick evening T20 or settle in for a full day’s ODI action, you can use the series to drive dwell times and trade during the day.
Men’s T20I Series
- 1st T20I: 1 July
- 2nd T20I: 4 July
- 3rd T20I: 7 July
- 4th T20I: 9 July
- 5th T20I: 11 July
Men’s ODI Series
- 1st ODI: 14 July
- 2nd ODI: 16 July
- 3rd ODI: 19 July
Formula 1
Formula 1 remains one of the most popular sports in the UK and July delivers three exciting race weekends. The British Grand Prix at Silverstone is always a standout occasion, while the Belgian and Hungarian races provide further opportunities to keep motorsport fans engaged throughout the month.
You can capitalise on race days with breakfast offerings, themed drinks promotions and dedicated viewing areas for fans.
Race calendar:
- British Grand Prix: 5 July
- Belgian Grand Prix: 19 July
- Hungarian Grand Prix: 26 July
The Open Championship
Golf’s oldest major returns in July, bringing together the world’s best players for four days of competition. The Open offers a relaxed viewing experience, ideal for attracting customers throughout the day.
Food and drink pairings, golf-themed competitions and premium viewing experiences can all help you make the most of the championship weekend.
Key dates:
- Championship: 16–19 July
- Final Round: 19 July
Making the Most of July
With Wimbledon reaching its climax, the World Cup entering its decisive stages, England taking on India in cricket, Formula 1 delivering three race weekends and The Open Championship attracting golf fans from around the world, July offers something for every sports enthusiast.
By planning ahead, promoting fixtures across social media and creating attractive match-day experiences, pubs and bars can make the most of a packed sporting calendar and turn major events into meaningful commercial opportunities.