Ahead of the AIB All-Ireland Senior Club Football and Hurling Championship Finals on 22 January, along with Round 1 of the Allianz National Football League kicking off the following weekend, CGA by NielsenIQ's OPUS (on premise user survey) reveals the impact of live sports on Ireland's on premise - and ways to engage fans of Gaelic football and hurling in particular.
Viewers of these sports - the third and fourth most watched in the country's on premise - are very valuable to operators and suppliers, with a higher than average monthly spend and a third visiting venues once a week, according to the OPUS.
They tend to be loyal to their local venues and drinks, with 72% of Gaelic football fans visiting local pubs to watch sport, and 65% of hurling fans visiting local bars - 14 percentage points more than the average live sports consumer. These people are more likely to drink domestic beers than imported brands, perhaps because of the unique local appeal of the two sports.
CGA's OPUS research also pinpoints the demographics and preferences of sports fans in the 0n premise. Viewers of both Gaelic football and hurling are more likely than average to be between 18 and 34 years old, and to be living in rural and suburban areas. They also tend to be male, but the gender split for these sports is more even than for sports like football or rugby.
As is the case with most sports, lager is the most popular drink for Gaelic football and hurling spectators, though they also over-index on stout. Vodka and gin are the top two spirits, but one in five fans also buys soft drinks while watching games.
Statement By CGA By NielsenIQ Client Director - Ireland
Sian Brennan, CGA by NielsenIQ client director - Ireland, said, "Sporting occasions give operators and suppliers great opportunities to reach some of the on premise's most engaged consumers. It's crucial to understand the nuances in behaviour between fans of different sports, and the preferences and motivations of Gaelic football and hurling fans in particular - especially their special focus on local venues and drinks brands."
© 2023 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.