Showing sport in pubs is a virtual guarantee of loyalty, according to new research.

Sky and pub finder app MatchPint teamed-up to quiz more than 2,000 people who had watched sport in a pub in the last year – and the results show the value of live action.

A staggering 99 per cent said they would return to the same pub having watched live sport there.

On top of that, 94 per cent said they prefer the atmosphere in their local to anywhere else when watching the big games on the box.

MatchPint co-founder Dominic Collingwood said: "Sport is the ultimate form of theatre - exhilarating, exasperating, and unpredictable. It's also a social leveller - fans from all backgrounds find a shared bond in the love of a team, whether it's England, Man Utd, or Tranmere Rovers.



"As the heart of local community, the pub is the ultimate place to take that all in, so it's no surprise to hear that almost everyone that watches sport in the pub, and feels the emotion of watching their team, will come back again and again."

David Rey, managing director of Sky Business, said: "These latest stats confirm that live sport continues to play a huge part in driving footfall for many pubs.

"At Sky we are committed to investing in the best content for our customers as well as focusing on helping them to both make and save money. With that in mind, we couldn't be more excited about the season ahead and the amazing line-up of Premier League, EFL, rugby, F1 and so much more."