Google searches for ‘where to watch the Euros’ are peaking, as punters set out to decide where to watch the football this summer. A new survey from music licensing company PPL PRS has revealed the most important factors pubgoers look for in a venue when watching football matches so you can kick off in style this summer. 

Showing UEFA European Football Championship 2024 matches in your venue this summer can create an electrifying atmosphere, drawing in crowds eager to join in with the camaraderie, and here in the UK, we certainly know how to celebrate a win (or loss) as we share the intense feeling of penalties with our friends over a pint in the sunshine. 

In PPL PRS’ recent survey*, seven in 10 (70%) people said they’ll be watching the Euros this year, and to no surprise, three-quarters (75%) are supporting England, with others supporting opposing teams such as Scotland, Germany, Spain and Italy. Not only are people looking forward to supporting their favoured team, more than three-quarters (76%) said they’ll be looking to watch multiple matches this summer. 

Over four-fifths (85%) said that atmosphere is key when selecting a venue to sit and watch the games at. Going to watch the game at a local pub or bar along with the right group of friends is just as important, as over half (57%) state it’s all about the people you go with. Other important factors to picking the right venue include access to food and drink as well as promotional offers. 

Creating the right atmosphere in your venue this summer for the Euros could include decoration, outdoor areas and large or multiple screens showing the games, as a quarter (25%) said being able to watch the game comfortably is another factor they look for when finding the right place to settle down and watch the game. Build on your atmosphere by incorporating background music to help enhance the customer experience before and after the games. Why not pull together a playlist of the best UK summer tunes to keep your customers feeling electric before and after matches? 

The Euros are due to kick off on Friday 14th June and end Sunday 14th July, which means a full month of footy, totalling 51 matches overall. If you’re a venue that is looking to show some or all the matches this year, it’s best to double check that you’re correctly licensed before hosting these events. As the games contain background music, anthems and other entertainment, showing them in public will require a music licence so that those who created the music are fairly rewarded for their work. 

Music therapist for PPL PRS, Marianne Rizkallah, shares these tips for retaining a loyal sports customer base in your venue.  

“If a business knows a big event is coming up, choose music that heightens excitement – look for a BPM that’s slightly faster than average heart rate, moderate to loud volume, with rises and falls in the music to build anticipation (like when you’re waiting for the drop in an EDM track). As well as this, familiar music that promotes a sense of community will help cohere a crowd around a moment – one obvious example is Sweet Caroline before a big football match, adopted as the fan’s song that everyone can sing along to and feel a part of an experience. 

“When emotions are riding high, I think it’s important to acknowledge how patrons are feeling, meeting them where they are before attempting to influence mood to something different. If you have a pub full of supporters of a team who have just lost a match, something like “Why Does it Always Rain on Me” by Travis acknowledges disappointment but perhaps in a more lighthearted way, enabling a communal recognising of a feeling. After that, choosing music known to slow our heart rate – with BPM slightly lower than standard heart rate, quieter volume and less ebbs and flows in the music – can help bring the mood towards something more relaxed.” 


Sam Allcock, a seasoned entrepreneur with over two decades of expertise in Food & Drink Editorial.

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