The Six Nations rugby tournament gets under way this weekend, and hospitality operators will be hoping that it brings sports-loving crowds through their doors.
The action kicks off on Friday evening (31st January) with France v Wales and continues on Saturday with Scotland v Italy at 2.15pm and Ireland v England at 4.45pm.
Venues: Is your tech up to spec?
Latest figures from hospitality technology provider Zonal reveal bookings in pubs and bars are up a huge 38% for match times, compared to the comparable period last year.
Moreover, the insight from previous years’ trends shows that most bookings for Six Nations games are made just a week ahead of fixtures. In 2024, for example, 81% of bookings for the first day of the Six Nations were made within a week of the event. This suggests pubs can expect a further surge in fan bookings.
“Technology is a crucial tool in making sure venues can handle the increased volume of bookings during major events like the Six Nations,” said Tim Chapman, chief commercial officerat Zonal.
“Ensuring your booking platform is robust, and that staff are trained to manage busy match days efficiently, will be key to taking full advantage of this busy period.
“By leveraging tools that provide real-time table availability and streamline the booking process, operators can ensure they’re well-prepared to capitalise on these high-demand dates and drive revenue throughout the year.”
What’s on the bar? A trio specials to look out for
Castle Rock’s Six Nations special, Tackle This, is a 4% ABV golden ale raising funds for the Oddballs Foundation, which raises awareness of testicular cancer. Brewed with all UK ingredients, the beer offers aromas of subtle citrus and tropical fruits, and delivers a delicate malty sweetness followed by a balanced hop bitterness.
Twisted Brewing Co has Flyhalf (4.6% ABV) in play for the Six Nations. It’s described as “dark and hoppy, and very moreish”.
Flanker, a 4% ABV English pale ale, is Great Newsome’s Six Nations rugby special. “A vibrant straw-blonde, with a delightful currant bitterness,” says the brewer. “The fresh aroma of cut grass on a crisp morning is there to remind you of every unforgettable match.”
Ireland v England (on-trade, that is!)
Consumers drawn to sporting events are among the highest-spending and most engaged visitors in the on-trade, says analyst CGA, making this segment especially valuable. Consumers in Britain and Ireland share many similarities in their approach to live sports, CGA found. All the same, subtle differences call for localised strategies, because one plan doesn’t fit all.
In Ireland, atmosphere (50%) ranks as the top factor for choosing a venue, followed by convenience (35%) and value for money (31%). In Great Britain, value for money (41%) is a higher priority, coming in second after atmosphere (45%).
In Ireland, lager was the big winner last year with 42% of consumers ordering the beer when out to watch live sports. Unsurprisingly, this was followed by more long alcoholic drinks (LADs), stout (25%), which experienced a growth of 5% versus 2023, and cider (19%). Rugby-watching visitors in Britain followed similar trends, with LADs coming out on top.
“Sporting occasions aren’t just a welcome spike in footfall for key industry stakeholders, they’re a chance for brands and venues to build lasting loyalty beyond the final whistle,” said CGA by NIQ’s UK and Ireland client services director, Phillip Montgomery.
“But optimisation calls for a deeper understanding of local market insights to leverage audience motivations with tailored offerings. With the right strategy, live sports have become both a revenue driver and a brand-building opportunity with unmatched potential.”
Rugby Roadshow for Fuller’s
Fuller’s has teamed up with Guinness to host The Rugby Roadshows in a number of its pubs during the Six Nations. The roadshow dates are:
- Saturday, 1st February: The George IV, Chiswick, and The Elephant Inn, Finchley
- Saturday, 8th February: The Distillers, Hammersmith, and The Boater, Bath
- Friday, 21st, and Saturday, 22nd February: Scotland House at The Admiralty, Trafalgar Square
- Sunday, 9th March: The Anglers, Teddington, and The Chineham Arms, Basingstoke
- Saturday, 15th March: The Cabbage Patch, Twickenham, and The Barrowboy & Banker, London Bridge
