Brand new consumer research from premium snack brand Tyrrells reveals that pubs look set to be at the centre of summer’s sports viewing, with nearly half of UK adults (49%) planning to watch  live sporting events at pubs.

The pub is seen as adding to the atmosphere of sports viewing, with 78% of pub-goers stating watching sport in the pub improves their enjoyment versus watching at home. Over half (54%) say this is because pubs are better for socialising with friends, while 48% say the atmosphere makes the event feel special, and a further 28% say it makes events more memorable. 

Football dominates as the sport of choice for pub viewers, selected by 80% of those who watch live sport at the pub, followed by Rugby and Horse Racing, with Tennis, Darts and Cricket not far behind. Almost three in four (74%) of those who visit pubs to watch sport say that access to live events coverage is important to their choice of venue, highlighting the opportunity for pubs that invest in their matchday offering this summer.

The research from Tyrrells, Official Team Partner of the England & Wales Cricket Board (ECB), also reveals that snacking is a defining part of the sport viewing experience. Two-thirds (67%) of pub-goers say they often purchase snacks while watching live sport, while 81% agree that a good range of snacks makes watching sporting events at the pub more enjoyable. Sharing is also central to the ritual, with 80% enjoying sharing their snacks with friends or others in their group while the match is on.

When it comes to the choice of snack, crisps come out on top. Nearly three quarters (72%) of those who snack at the pub while watching a game reach for crisps, making them the clear go-to choice. Chips or chunky fries from the kitchen come in second, selected by more than half (55%), while nuts (47%) and pork scratchings (32%) round out the most popular choices, reflecting a strong preference for classic, traditional pub snack staples.

With snacking clearly linked to pub-goers enjoyment of live sports, Tyrrells is continuing to support pubs and bars in driving sales this summer with its ‘League of Tyrrellbly Good Taste’ competition, which alongside a top prize of a year’s supply of Tyrrells hand-cooked crisps, is also delivering free POS to pubs, to signpost the availability of snacks and help venues capitalise on the opportunity in snacking.

The research conducted by leading snacks provider and owner of Tyrrells, KP Snacks, highlights the significant opportunity for pubs and bars to drive snack sales during what promises to be a bumper summer of sport.

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 and bars.  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.”

“Pubs have a clear opportunity to increase spend and enhance the experience by making sure the right products are available behind the bar. Our premium Tyrrells brand caters to these occasions perfectly, offering a recognisable name that consumers trust and associate with great quality and flavour.”

Pubs can register their business to the competition, and become a “Tyrrellbly Tasteful Establishment” to receive their free POS kit and the chance to win a year’s supply of Tyrrells crisps, worth more than £5,000. To join or find out more, visit: https://www.tyrrellscrisps.co.uk/league/

With over 90 Great Taste Awards across the range, Tyrrells is a leading premium snacking brand, worth £75m and growing ahead of the overall Bagged Snacks category at +4.5%^[1].