Sports Fans Drive Sales – But Are Brands Maximizing the Opportunity?

With the Six Nations in full swing, Irish pubs are experiencing a major uplift in drink sales, particularly in venues showing live matches. CGA Strategy reports:

• +18% uplift in venues showing sports during Ireland vs. England (Feb 1).

• +15% uplift across all venues on match day.

• Even venues NOT showing sports saw a +10% boost, proving the event’s broader impact.

Are Brands Missing Out?

Despite this huge sales spike, brands risk missing out by not actively advertising during the game itself. POS presence is benefical but it isn’t only lever to pull—live sports engagement drives purchasing decisions in real time.

What’s the Play?

• Activate real-time promotions—Drink offers during key game moments.

• Use digital sampling—Engage fans with interactive experiences.

• Extend beyond the venue—Social media, second-screen engagement, and exclusive Six Nations promotions.

The Six Nations is a goldmine for drinks brands—but only for those who actively engage.