Keeping customers engaged and coming back is more challenging than ever for bar owners. With growing competition, standing out isn’t just important, it’s essential.
We partnered with Technomic on a recent study to better understand these challenges and examine what drives customer traffic and engagement. The results? Establishment operators are feeling the pressure—44% expect a major challenge to be attracting guests into their business in the coming years.
But the study also revealed a powerful solution: live sports. Premium live sport events have the ability to turn your typical night into a lively, packed environment, drawing in both new visitors and loyal regulars again and again.
The Live Sports Effect
Live sports do more than just fill seats. They drive spending. When customers settle in to watch their favorite team, league, or event, they are there for more than just the game. This JHP and Technomic study showed that 82% of customers are likely to spend more on food and drinks when their favorite game is on. These events create an electric atmosphere that encourages customers to stay longer and order more. In fact, bars showing high-profile sporting events see an average 21% increase in unit-level sales, which is a significant boost that directly impacts the bottom line.
Additionally, high-profile games and fights have a proven effect on foot traffic. Survey respondents reported, on average, that sporting events lead to a 15% increase in visitors, meaning that having the right game on your screens can bring in more customers looking for the best viewing experience.
Keeping Your Customers Coming Back
It’s not just about getting customers in the door; it’s about keeping them there and turning them into repeat visitors. 87% of customers told us they are likely to stay longer when their favorite event is being shown—and the longer they stay, the more they spend. This aligns with the experience of 49% of bar owners, who reported in the JHP/Technomic survey that showing sports increases the length of customer visits.
Even more promising, live sports don’t just retain existing customers; they bring in new ones. Three out of five consumers are more likely to try a new establishment when it’s showing a premium sporting event. If your bar becomes the go-to spot for big games, you’re not just filling seats for one night, you’re building long-term loyalty and attracting new customers.
The Unique Appeal of Pay-Per-View Events
Not all sporting events have the same impact. Pay-Per-View (PPV) events offer a unique advantage by drawing in larger groups compared to free-to-air events. Based on UFC’s market research, 88% of fans who visit a bar to watch a UFC PPV return on non-fight nights, proving that these events create a lasting connection between your establishment and your customers.
PPV events are particularly powerful for attracting younger audiences. Sixty-nine percent of Gen Z and Millennials are captivated by these events, making them an ideal way to bring in high-energy customers who are likely to stay late, spend more, and return often. Additionally, 8 out of 10 sports fans prefer watching major events in groups of three or more outside of their homes, reinforcing the importance of creating an environment that caters to social gatherings.
Why Partner with Joe Hand Promotions?
The impact of live sports on customer retention is undeniable, but maximizing these benefits requires the right partner. 98% of bar owners who work with Joe Hand Promotions report increases in both sales and traffic. With our expertise in securing and promoting premium sporting events, we help bars and restaurants transform into must-visit destinations for sports fans.
Don’t miss out on the power of live sports. Enhance your establishment’s atmosphere, drive sales, and keep customers coming back by making premium live sports content a core part of your business strategy. Contact us today at 1-800-557-4263 to see how we can help you level up with live sports!