Research into consumers’ habits towards the World Cup revealed that more than half of British adults plan to watch an England game at a pub, according to research conducted by pub retailer and brewer Greene King.
The research, which surveyed nearly 1,000 Brits, showed that of those who will watch the big tournament this summer, the majority (59%) plan to watch one or more matches at the pub or bar – 64% of men compared with 53% of women – highlighting that the British pub remains a key destination for enjoying sport.
Seeing the pub as a sport-viewing destination was more popular with those in the North and East, with 69% and 61% agreeing, than in the South and West (both 52%).
For this group, the most popular games to watch from the pub will be the ones where England is playing, with 70% agreeing. The next most popular games to watch at the pub will be the final (34%) and weekend matches (32%).
The reasons behind the pub’s popularity as a favoured location to watch sport are wide-ranging. The atmosphere was the main reason, with 33% citing it as a key factor in their decision, and was particularly popular with younger respondents. The next most popular reason for choosing the pub as a hub to watch sport was the convenience of location for meeting friends and family.
The third most popular factor was the provision of Sky or BT Sport.
When questioned about the features of the pub that were important to respondents when watching a big game, figures revealed more than half of respondents (53%) deemed big screens as important, while for 43% the quality of these screens and good drinks offers were also a key factor.
Phil Thomas, chief commercial officer at Greene King, said: “It’s great to see that the majority of Brits expect to go to the pub to watch the England team play this summer. Not everyone can travel to Russia, but being in a pub with its welcoming, lively and fun atmosphere is the next best thing!”