New data from MatchPint and Vianet show that the Autumn Internationals provided a 4% sales increase compared to last year’s bumper opening weekend
Ahead of England’s biggest Autumn International match against Australia, new data shows that the first weekend of Autumn International rugby saw an impressive sales increase of 4% from last year, according to analysis by MatchPint and beer quality expert Vianet.
The later England kick off saw sales between 1pm & 3pm down on last year, but between England’s kick off at 3pm and the final whistle of the France vs New Zealand at 10pm, sites saw an increase in beer sales of 9%. This is even more impressive considering that last year’s opening weekend included much higher profile matches earlier in the day with England vs South Africa and Scotland vs Australia in the 2:30 slots.
Terrestrial pubs also saw a 2% sales lift thanks to Wales vs Australia later in the day, highlighting the sustained interest in watching international rugby in the pub. Neither Saturday featured any Premier League football, however this weekend will see the return of the Premier League with Tottenham taking on Arsenal in the 12:30 kick off & Man United vs Newcastle in the 17:30 slot.
Overall the opening Saturday saw large volumes of people searching for the rugby on MatchPint, only trailing the Joshua vs Takam fight since September.
“Watching rugby in the pub has become a social norm in the UK” says Robert Stewart, Head of Operations at MatchPint. “We constantly see international rugby as one of the most popular events on MatchPint, and our previous research has shown that rugby fans spend 17% more than your average punter on a visit to the pub.With England & Scotland facing their biggest tests of the autumn, and Premier League football, this weekend we expect to see even more fans out enjoying games in the pub and keeping the beer flowing.
With England & Scotland facing their biggest tests of the autumn, and Premier League football, this weekend we expect to see even more fans out enjoying games in the pub and keeping the beer flowing.
Mark Fewster, Product Manager at Vianet, said: “The results clearly show that whilst the sales started slower than last year, the staggered line up ensured that by the time the final whistle of the day went, it was a better opening weekend than last year.”
“Live sport continues to provide a huge boost to beer sales for operators, and with two huge weekends of matches still to come there are plenty of chances to make the most of it.”
Autumn International Matches - Saturday 18th November:
- Wales vs Georgia, 2:30pm on BBC 1
- England vs Australia, 3pm on Sky Sports Main Event
- Scotland vs New Zealand, 5:15pm on BBC 2 & BT Sport
- Ireland vs Fiji, 5:30pm on Sky Sports Action
Other features in this series: