Research by TNT Sports has found that venues with a subscription to TNT Sports are set to enjoy an increase in pints poured throughout the 2024/25 football season. Playing on the traditional Expected Goals (xG) metric, data shows that the expanded format of the UEFA Champions League and increase in European game days will mean that pubs showing European football this season can expect to pour 23m additional pints, a total of 200m pints across European game days, compared to 177m pints poured last season an approximate boost of £10m in sales across the UK.
 
Based on real data from last season, TNT Sports venues sell up to 35 more pints on a UEFA game day than other venues, roughly equating an uplift of £470 in sales per game week compared to a venue without a TNT Sports subscription.
 
The increase in games is led by the revamped 2024/25 UEFA Champions League, which sees the inclusion of 36 teams, up from the previous 32, and the introduction of a single league phase. Teams will face at least eight teams from other domestic leagues before the highest finishers qualify for the knockout rounds. This season, the stakes are even higher, because teams that don’t qualify will not automatically enter the UEFA Europa League, so fans can expect more days of action and high drama.
 
Research with pub-goers has also shown that TNT Sports European football drives more incremental footfall into pubs than any other live sport, with 93% saying they would go to the pub to watch UEFA Champions League and more than half saying they wouldn’t normally go to the pub midweek unless the UEFA Champions League or Europa League was on*.
 
Based on data from last season, the research also shows which regions are set to benefit the most from beer sales on European game days across the season, with the North West top of the table with an XP of 31m pints to be consumed. The South East are coming in second with 22.8m pints expected to be pulled, while London will see 19.5m pints served. 
 
The UEFA Champions League new league format kicks off with some huge fixtures, starting on Tuesday 17th September with AC Milan vs Liverpool (a Prime Video match) and Aston Villa vs BSC Young Boys.  Wednesday 18th September will see Celtic FC And Manchester City in action, with Arsenal playing Atalanta BC on Thursday 19th September.

This season TNT Sports will deliver unmissable live sport to pubs up and down the country in one simple package; every game of UEFA European football, 72 exclusively live Premier League matches, including both TNT Sports and Prime Video games, selected UWCL ties and two Serie A games every weekend.  For rugby fans, all the Autumn Nations Series internationals will be shown live plus every match of Gallagher Premiership Rugby for the first time.

 There has never been a better time for landlords to consider a TNT Sports subscription. By bringing fans together to enjoy more games than ever before, pubs and clubs can look forward to increased drinks sales throughout the season.
 
To sign your venue up for TNT Sports’ commercial subscription, go to https://www.tntsportsbusiness.co.uk