New data from CGA by NIQ has revealed AFL’s unique position on the Australian sport calendar and in the on-premise.

It not only tops the charts as the most-watched sport in venues for almost half of consumers when out for drinks, but is the overall preferred sporting choice in general, with more than a quarter (26%) favouring AFL over other sports.

Moreover, almost half of consumers specifically go out for a drink while watching the AFL Men’s Grand Final, with a similar interest shown in AFL Men’s events overall. These occasions draw crowds into RSL clubs and sports bars, with more than two thirds of consumers opting for pubs and almost half for bars or late-night venues, signalling diverse venue preferences among AFL enthusiasts.

Additionally, the survey further reveals half of AFL viewers are more likely to plan and book their visits in advance. This pre-planned approach is a compelling indicator for operators to tailor their offerings and ensure an optimal viewing atmosphere, a key factor in extending post-event duration of visit and spend.

CGA by NIQ’s OPUS researchers said that as the AFL season progresses, the findings underscored the significant opportunities for brands, operators and suppliers to harness the power of live sports events for richer consumer experiences.

It said the findings are crucial for the on premise, affirming the undeniable link between sporting events and consumer engagement.

So, which drinks are scoring big amongst sport-loving Aussies at large? There’s a major preference for local/domestic beer (44%), followed by wine (24%), and craft beer (19%).

Client Solutions Director – ANZ James Phillips said: “The game is indeed changing when it comes to sports viewing, and the latest OPUS survey underscores the power of live sports, particularly AFL, in creating vibrant On Premise experiences. For this reason, it’s now necessary for brands, operators, and suppliers to understand and cater for the nuanced preferences of sports viewers. While the market remains competitive, the hospitality sector can tap into new levels of engagement, loyalty, and growth by aligning their offerings with these insights.”

Pictured main: Among those tapping into the appeal of AFL is Australian Venue Co, which is offering Footy Game Day Packages that can be pre-booked. Learn more here.