Sports Fandom Set to Generate ￡13 Billion for the UK Economy
Four days after a study commissioned by the Campaign for Fairer Gambling suggested that the online gambling sector has had a “negative impact” on the UK economy by diverting money from other sectors that “create significantly more economic activity”, a new report has stated ‘sports fandom’ is on track to generate ￡13 billion a year for the UK economy.
Sky says its sports coverage is worth the equivalent of 230 million pints of beer to pubs! ?Getty
Whereas the National Economic Research Associates (NERA) study suggests the Great British public spends an average of ￡5.6 billion annually on online gambling, the findings of a Sky Sports’ commissioned report suggest sport per se contributed ￡10 billion to the economy in 2023. It is a figure predicted to rise year-on-year over the coming decade.
The economic benefits created by online sports betting are not listed in the latest survey – conducted by policy, strategy, and opinion research consultancy company Public First – but the pub industry is referenced in the report, which used a mixture of methods to research its findings. They included focus groups, interviews and an in-depth, nationally representative poll of 2,010 adults.
Raise a Glass to Sports
The report, titled ‘Game Changing: How Sport Makes Us Happier, Healthier and Better Connected’, says one in three UK adults visited a pub, club or bar to watch a live sports event during the last year. Of these, 86 percent ordered a drink, 58 percent bought snacks, and 46 percent ordered a meal.
Sky estimates that its sports coverage generated an additional ￡1.1 billion for British pubs in 2023 – the equivalent of 230 million pints of beer. The company also declares the economic impact of Sky Sports is “monumental”, and its new research shows that “Sky Sports contributed nearly ￡4 billion to the UK economy in 2023 alone – an astonishing ￡10 million per day”.
“Sports catalyse economic benefits across the country. From Silverstone to Manchester, big fixtures are often synonymous with their location – bringing national, or even global, attention to a specific locale,” says Sky. “Yet even on a smaller scale, communities often bond over a shared sporting identity. This, in turn, becomes an engine for equitable growth on a macro and micro scale.”
Sport – An Economic Force for Good
Championing its cause further, the press release accompanying the Sky commissioned report also said: “When people come together to watch or play sports, they also bring their spending power. Each ticket sold represents more than just a seat in the arena; it’s the livelihood of the groundskeepers, the maintenance staff, and the security personnel who manage the throngs of excited fans.”
“Fans also often demonstrate their commitment to their favourite teams and players by investing in the kit. On game day, spectators will be resplendent in team colours before returning to homes bedecked with sporting souvenirs. This physical manifestation of team spirit is then a significant economic force, supporting clubs and a wide array of businesses involved in the supply chain.”
Sky’s ‘Game Changing: How Sport Makes Us Happier, Healthier and Better Connected’ report concluded by saying: “Through this research, we hope to inspire everyone – from government to grassroots clubs – to continue to back sport. We’re committed to finding ways to encourage more people to play, watch, and ultimately love sport.”
