Why aren't we enticing more people into the pub to watch sport? 

A new survey, commissioned by Stonegate Pub Company and Molson Coors, explored consumer habits and concerns regarding sports in the on-trade and found pubs need to be doing more to encourage people off the sofa and into the pub.

The findings revealed 38 per cent of British consumers (25.3 million people) watch live sport either at the event or on television. It also showed that 87 per cent of consumers choose to stay within the comfort of their own home to watch sport.

According to 36 per cent of consumers, atmosphere is the most important driver when choosing a venue to watch live sport. And 35 per cent of people look for ultra HD screens when making a decision with 38 per cent confirming value for money is what informs their choices. 

It comes as Stonegate launched the 'We Love Sport' app, which is a one-stop shop for sports fans looking to find the best venues across the UK to watch live sports, whilst earning loyalty rewards for every visit.

Stephen Cooper, sports marketing manager at Stonegate Pub Company, said: "This research has offered true insight into sports in the on-trade and has highlighted numerous ways in which we, as an industry, can improve the experience for customers.

"Sports lovers want venues to be fan-friendly zones where they can watch live sports with fellow supporters. Our venues have always been synonymous with sport, but this study has informed how we can be even better."