As more patrons look for an all-encompassing entertainment experience when they go out, live sport continues to be a crucial feature that draws patrons to pubs.
Not only do clubs provide excellent meals at reasonable prices, but combined with cutting-edge AV equipment and an exciting atmosphere, there’s no wonder that club sports bars still pack out for all the big fixtures and pay-per-view events. Underpinning a venue’s live sport offer is Foxtel’s comprehensive broadcast program.
“Foxtel Group is the home of sport in Australia. We have long-term rights to the local and international sports Aussies love,” says Rebecca McCloy, executive director – commercial sport.
“In the last 12 months we signed 175 contracts with 120 sports bodies and federations.
“We’ve locked down deals for AFL and Cricket until 2031. And importantly, we have the biggest offering. Every minute of every AFL game throughout the season plus the finals up to the Grand Final, plus the most extensive cricket offering available to our more than three million sports subscribers.”
And it doesn’t stop there.
“Add to those new deals with ESPN, Matchroom, and a five-year contract with UFC, which has the youngest fan base of any professional sport in the world, and our offering is unmatched,” states McCloy.
From 2025, the new AFL rights will come into effect. As well as all AFL and AFLW home and away games and finals (excluding the AFL Grand Final) available on Foxtel and Kayo Sports live and ad break free during play, the Foxtel Group will introduce an exclusive Super Saturday of games across the first eight rounds of the season.
For the first time Fox Sports’ commentary and production will be available on all AFL games including alternate commentary feeds and expanded digital highlights.
AFL a boon for clubs
While anecdotally club operators can tell you that the big AFL matches are bringing footy lovers into their sports bars, on-premise data now backs that intuition up.
In an exploration of Australian sports-viewing habits in the on-premise, CGA by NIQ’s OPUS research has shown that AFL is one of the central drivers for visitation and engagement.
The data reveals that not only does AFL top the charts as the most-watched sport in venues for almost half of consumers when out for drinks, but it’s the overall preferred sporting choice in general, with more than a quarter (26 per cent) favouring AFL over other sports, with Rugby League second at 17per cent.
AFL events draw crowds into clubs and their sports bars. Moreover, the survey further reveals half of AFL viewers are more likely to plan and book their visits in advance. This pre-planned approach is a compelling indicator for operators to tailor their offerings and ensure an optimal viewing atmosphere, a key factor in extending post-event duration of visit and spend.
“The game is indeed changing when it comes to sports viewing, and the latest OPUS survey underscores the power of live sports, particularly AFL, in creating vibrant On Premise experiences,” stated James Phillips, client solutions director – ANZ, for CGA by NIQ.
“For this reason, it’s now necessary for brands, operators, and suppliers to understand and cater for the nuanced preferences of sports viewers. While the market remains competitive, the hospitality sector can tap into new levels of engagement, loyalty, and growth by aligning their offerings with these insights.”
Foxtel Business remains on top of those preferences, extending its rights and production around AFL, to meet the demands of avid footy fans patronising your venues.