UK sports-related spending to rebound

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2021, 3:17 AM GMT+0

A recent eBay Ads UK study revealed that sports-related spending is expected to soar this summer as pubs and indoor venues reopen gradually.

With indoor sports watching venues and pubs reopening in a few days, brands have a huge potential to engage with an “excited” yet “nervous”, sports-loving audience. 35% of Britons are considering watching live sporting events at outdoor and/or indoor venues this summer.

Additionally, watching sports in pubs or bars was the preference among 22% of British adults as a means of social activity. Though 27% of UK consumers want to watch sports outside their homes, they are also worried about crowds and social distancing.

44% of Britons plan to continue watching sports at home this season. However, a quarter of British adults are still looking to watch sports outside their living rooms but in “outdoor COVID-safe settings.”

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