With evening fixtures drawing crowds into pubs across the UK, the right audiovisual experience can turn live sport into one of hospitality’s most reliable revenue drivers. Chris Whitlock at TVC Technology Solutions looks at how pubs and hospitality venues can maximise the bumper summer of sport.
Every few years, the sporting calendar aligns in a way that creates a huge opportunity for pubs, bars and hospitality venues across the UK. This summer is one of those moments. With a packed calendar of international football, cricket, Formula 1, tennis and more, including the build-up to the 2026 FIFA World Cup, venues have a golden opportunity to attract larger audiences, increase dwell time and drive higher spend per customer. For many operators, big sporting fixtures already rank among their busiest trading periods of the year. But the venues that truly capitalise on those moments tend to have one thing in common: they have invested in the right audiovisual experience.
Sport has always been one of the strongest drivers of footfall in hospitality. According to industry research from the British Beer and Pub Association and Sky Business, major football matches can increase pub footfall by more than 30%, while average spend per customer rises significantly during live televised events. Crucially, customers also stay longer. When people come to watch sport, they are not simply popping in for a quick drink. They arrive early, settle in for the game and often remain for the post-match analysis and discussion.
Hard facts back up that message. In the 2024 European Championship, one of our pub customers took over £20,000 in revenue on the first night of England’s first group game. That strong investment in AV inside and outside the venue delivered immediate ROI. Without that investment, the owner predicted turnover would have been down against a normal Sunday, as customers would have simply gone elsewhere or stayed at home to watch the match.
That combination of increased dwell time and higher spend can transform the profitability of a single evening’s trading. Yet many venues are still relying on outdated or poorly positioned screens, inconsistent sound or systems that are difficult for staff to operate during busy service periods. In today’s competitive hospitality environment, that can mean leaving valuable revenue on the table.
The Experience Matters More Than Ever
Large high-definition TVs are commonplace in living rooms and streaming platforms have raised expectations for picture quality and reliability. When customers visit a pub to watch a match, they want to feel immersed in the atmosphere of the event, not squinting at a small screen in the corner while struggling to hear the commentary over background noise.
The venues that succeed treat sport as an experience. That means ensuring screens are clearly visible from every key seating area, delivering powerful but well-balanced audio and providing enough displays so customers never feel they must fight for a view.
For operators, this is where professional AV design makes a crucial difference. It is not simply about installing more televisions. It is about creating a coherent system that supports the flow of the venue, enhances the atmosphere and works seamlessly during busy service periods.
At TVC Technology Solutions, we have spent more than 30 years designing and installing audiovisual systems for some of the UK’s leading pub groups, betting operators and leisure venues. One of the most common issues we encounter is that AV systems have grown organically over time and become increasingly complex. A screen added here, another added there, each connected in slightly different ways.
The result can be systems that are difficult to control, prone to technical issues and inconsistent in performance. By contrast, a professionally integrated solution ensures everything works together, from the displays and audio to the control systems staff rely on day to day.
Bringing Sport Outdoors
Outdoor hospitality spaces have become hugely valuable in recent years, but many operators still struggle to extend the live sports experience into beer gardens, terraces and rooftop areas. Traditional televisions in enclosures have been implemented successfully for years, but new technology has improved performance, brightness and durability. With the introduction of high-brightness screens for direct sunlight viewing, fully weatherproof TVs and outdoor LED walls, the outdoor entertainment game has moved from the First Division to the Premier League.
One of the latest additions to the TVC portfolio is the Outvue outdoor television range, specifically designed for hospitality environments. Unlike standard displays, these screens are engineered to operate reliably in outdoor conditions without the need for a separate protective enclosure. That means venues can deliver a clear, bright viewing experience outdoors while maintaining a clean and professional appearance.
For pubs and bars, this opens a significant opportunity. Outdoor spaces that might previously have only been used during warm afternoons can now become prime viewing areas for evening matches. With many major fixtures scheduled during peak evening trading hours in the UK, extending the sports experience beyond the indoor bar area can dramatically increase a venue’s overall capacity.
It also changes the venue’s atmosphere. A garden filled with fans watching a crucial match together creates the kind of shared energy that draws people in from the street and encourages customers to stay longer.
While outdoor screens up to 75in are great for small to mid-size gardens and outdoor viewing, you cannot beat a high-bright LED screen and video walls for dramatic impact and big screen viewing in larger venues. With the advent of LED screens and walls that can be installed outdoors 24/7, this technology has trickled down from stadium-sized modular walls to smaller screens that can be permanently installed in smaller commercial venues.
Sound: The Often-Overlooked Ingredient
While screens naturally attract the most attention, audio plays an equally important role in creating an engaging sports environment. In many venues, commentary is either too quiet to hear clearly or so loud that it overwhelms conversation. The result is an uncomfortable compromise where neither the sport nor the social experience is fully satisfying.
A properly designed audio system solves that challenge. By distributing sound through multiple speakers positioned throughout the venue, operators can ensure commentary remains clear and immersive without creating excessive volume that may be problematic for neighbouring properties. It also allows operators to switch easily between live sport, background music and other entertainment throughout the day.
For busy hospitality teams, simplicity is key. Staff should not need technical training to switch between content sources or adjust the system for different times of day. Centralised control platforms allow venue managers to change channels, adjust audio zones or control multiple displays with just a few taps. This is particularly important during high-pressure trading periods when staff need to focus on serving customers rather than troubleshooting equipment.
Designing for Engagement and Revenue
Ultimately, the goal of any hospitality AV installation should be to enhance customer engagement while supporting revenue growth. We have found that focusing on four key engagement areas when designing systems is crucial: visibility, atmosphere, flexibility and ease of control.
Visibility ensures customers can see the action from wherever they are seated. Atmosphere comes from combining strong visuals with balanced audio that builds excitement during key moments of a match. Flexibility allows venues to show different events in different areas, catering to diverse audiences. Ease of control ensures staff can manage the system effortlessly during busy periods.
Yet for operators considering upgrades, timing matters. Installing new AV systems or upgrading existing ones takes planning. Equipment needs to be specified correctly, installations scheduled and systems tested before the first major fixtures begin. Waiting until the sporting calendar is already underway can mean missing some of the season’s biggest opportunities.
For pubs, bars and leisure venues across the UK, the message is simple: the summer of sport is coming. The time to prepare for it is now.
The Commercial Power of Live Sport in Pubs
Live sport is not just entertainment for hospitality venues; it is a proven revenue driver. Industry data consistently shows that when major sporting events are shown in pubs and bars, footfall, dwell time and customer spend all increase significantly.
Research from Sky Business and CGA Strategy has found that pubs showing live sport can see sales rise by up to 36% during major televised matches, with many venues reporting their busiest trading periods during high-profile football fixtures.
Football, in particular, has an extraordinary impact on the sector. According to analysis by the British Beer and Pub Association (BBPA), major England tournament matches can generate more than £20 million in additional beer sales across UK pubs and bars during a single game. When England progresses through the tournament stages, that figure can rise dramatically as viewing audiences grow.
The opportunity is not limited to football. A report by UKHospitality notes that major sporting calendars, including cricket internationals, rugby tournaments, Formula 1 races and tennis championships, all contribute to increased customer dwell time, with customers typically staying longer and purchasing additional food and drinks during live broadcasts.
Perhaps most importantly, hospitality venues showing live sport attract a younger demographic and group bookings, both of which drive higher average spend per table.
Sources: Sky Business & CGA Strategy; British Beer & Pub Association; UKHospitality sector reports.
Five AV Mistakes Pubs Make When Showing Live Sport
For hospitality venues, live sport can be one of the biggest drivers of footfall and customer spend. Yet many pubs unintentionally undermine the viewing experience through poorly designed AV setups. According to hospitality AV specialists, several common mistakes appear again and again.
- Not enough screens
If customers have to fight for a view, the experience quickly deteriorates. Screens should be positioned so the action is visible from as many seating areas as possible. - Screens placed too high or too small
Displays mounted near ceilings or tucked into corners often make it difficult for customers to follow the match comfortably, particularly in crowded environments. - Poor audio distribution
Many venues rely on a single set of speakers or turn the commentary volume down too far. A properly designed system distributes clear sound throughout the venue without overwhelming conversation. - Systems that are difficult for staff to operate
During busy service periods, staff need to switch channels or adjust audio quickly. Complex remotes and multiple inputs can lead to confusion and mistakes. - Ignoring outdoor spaces
Beer gardens and terraces represent valuable additional viewing capacity, yet many venues lack suitable screens for outdoor sport.
Professional AV integration addresses all of these challenges, ensuring that venues deliver a consistent, immersive viewing experience that keeps customers returning for the next big match.
Outdoor Viewing – The Untapped Revenue Opportunity for Beer Gardens
Outdoor hospitality spaces have become increasingly valuable for pubs and leisure venues, but many operators are still missing a major opportunity when it comes to live sport.
Traditionally, extending sports viewing into beer gardens or terraces has been difficult. Standard indoor televisions are not designed to withstand changing weather conditions, temperature fluctuations or direct sunlight. Installing them outdoors has typically required bulky weatherproof enclosures, which can reduce screen visibility and detract from the overall look of the space. As a result, many venues restrict sports viewing to indoor areas, even during warm evenings when outdoor seating may be at full capacity.
New developments in outdoor display technology are changing this. Purpose-built outdoor televisions, such as TVC Technology Solutions’ Outvue range, and outdoor LED displays are engineered specifically for hospitality environments and do not require a separate enclosure to remain weather-resistant.
For venues, this makes it far easier to transform beer gardens, terraces and rooftop spaces into additional sports-viewing zones with wider viewing angles than TVs in typical weatherproof enclosures. During high-profile matches, that extra capacity can translate directly into increased food and drink sales, longer dwell times and a more vibrant match-day atmosphere.
With many major sporting fixtures taking place during peak evening trading hours, outdoor viewing areas can quickly become one of the most profitable parts of a venue.