£1,300 raised per pub for local sports, says PubAid
PubAid have published their Pubs Power Community Sport Report. The report focusses on the ability of pubs to benefit their local community, and how supporting grassroots sports can be a positive return on investment.
PubAid are a not-for-profit organisation who look to promote positive messaging around pubs, and celebrate pub culture. Through fundraisers, updates, awards show and annual reports; PubAid’s efforts safeguard the sector and promote pubs as a force for good. Among such a complex and critical media landscape, PubAid look to counterbalance the hospitality industry’s often unfair portrayal.
At NDML, we share this mission of celebrating pub culture and promote positive pub messaging. Grassroots sport and pubs have always had a strong connection, and their joint benefit on the local community is evident. We review PubAid’s Pubs Power Community Sport report, drawing on the main points and assessing the financial impact on publicans.
Pubs are powering community activity and wellbeing
The 2025 PubAid report, in partnership with Kam Insights, reveals how pub’s are key enablers of sports – not just spectating live sport but also partaking, funding and promoting it. Their research has shown that 62% of UK pubs support local community spaces and grassroots sports.
Access to community spaces is declining; loneliness and inactivity are at all-time highs. Loneliness and inactivity have a severe impact on wellbeing, worsening mental health and physical health, putting an increased strain on the NHS. Whereas, togetherness, team work and community are positive qualities promoted by both pubs and sport. If the UK government is serious about improving the wellbeing of the nation, both pubs and sport should be investing in.
Presently, pubs are walking this path. Many publicans give space for functions, promote sporting events, sponsor local teams and fundraise for charities. Although they hopefully see an investment opportunity, befitting their business, they also want to improve the health and happiness of their customers.
For every £1 invested in community sport, £4 is returned in social value.
The support for grassroots sport on behalf of pubs remains at around £40 million every year. This is calculated to generate between £160 million to £331 million in social value to the economy. 6.7 million activity sessions are backed by pubs every year. This is despite the current recession of pub number in recent years, with there now being 7% less pubs than before the pandemic.
Pubs are doing more than ever to back sport, proving to policymakers that they are at the heart of the nation’s sporting future.
In what ways do pubs support community sport?
Taken from comments at PubAid’s Community Pub Hero Awards, publicans are shown to support sport for a variety of reasons. These range from financial justifications such as increased footfall, to emotional reasonings akin to building connections. Reasons why pubs support the community include:
- Sponsorships
- Given free pub space
- Donate raffle prizes
- Provide free food and drink
- Financial donation
- Provide equipment
- Install equipment and pub facilities
- A sports TV subscription
Building local pride and creating a welcoming atmosphere are ideal for publicans. They want their premises to be friendly inclusive places for the community to attend, and sport can help strengthen those community bonds.
What is preventing pubs from supporting local sport?
Research also reveals that financial pressures are limiting the ability for pubs to support grassroots sport. 86% of pubs say they face challenges which prevent their efforts to benefit the community. The most pertinent barriers include:
- Limited budgets
- Uncertain return on investment
- Lack of awareness of local sports
- Lack of time and resources
- Preference toward non-sport fans
- No local teams available
Some publicans expressed uncertainty in how best to support diverse participation. Whether its disability sport or youth projects or women’s sport – publicans struggle to find guidance on safeguarding or inclusivity training. This limits growth. Publicans should ask their local council for advice on safeguarding.
On awareness – Much of the good work witnessed in the community is done by volunteers. Pubs often rely on this network of volunteers, their commitment and expertise, to get fixtures organised and over-the-line. Discovering and tapping into this network is vital for pubs.
Despite the above challenges, many publicans still prioritise sport and community events where possible. They are personally motivated, having to dip into savings where the business’s is not able to cover expenses. Policymakers need to see this altruistic drive for community engagement, and find ways to better support clubs and pubs.
What are the business benefits for pubs in supporting community sport?
Repeat visits
Regular fixtures, training sessions and tournaments means repeat customs. Pubs want to be the frequent go to place each week. Sports nights offer predictability, a valuable quality for struggling pubs.
Loyalty
A pub not only should focus on new business, but also their regulars. Regulars need to be retained, and . Giveaways, raffles, loyalty cards, promotion events – think on tactics to reward loyalty. Suggestion boxes – learn from your customers in order to understand how best to deliver the peak experience.
Reputation
Pubs are judged on their character. Pubs which invest in the community are seen as friendly, generous and welcoming. Altruistic acts are the best way of improving your reputation, excellent for marketing and event promotion.
Staff morale
Many staff members play for local teams and are key pillars of the community. By mobilising the business to invest in community projects, it will help your staff to be prideful and identify with the business.
Community resilience and identity
By offering space for gatherings, the pub is providing a platform for the community to come together. Community togetherness helps to improve resilience, mental wellbeing and social identity. Place your pub at the heart of community events in order to benefit as the go-to community hub.
What should pubs do next to better support the community?
Explore partnerships and how best your pub can invest in community projects and grassroots sport. For event £1 invested in sport, the community receives £4 in social value – helping to strengthen the community perspective of the pub. Every hour of activity supported by the pub, boosts the community’s resilience and longevity.
Some positive activities already being trialled by pubs include: Providing spaces for Yoga and Mindfulness classes, Beer Yoga, Men’s Wellbeing nights, finding a pub football team, surf lifesaving equipment. According to PubAid’s findings, 71% of publicans say supporting grassroots sport strengthens ties with the community. Then when a major tournament comes around, or a local final or a charity match occurs – the pub is at the heart of the celebrations.
Build a volunteering framework and activity list in order to outreach into the community. Fuelling an ecosystem that surrounds your pub, which involves sports fundraisers and competitions is the next step for many publicans looking to improve their reputation and footfall.
To read more insights into pub culture and sector statistics, check out PubAid’s Pubs Power Community Sport Report. PubAid are encouraging all publicans to take part in the Positive PUBlicity Hub. The Hub provides a platform for operators to submit positive stories and community insights. Find case studies and research done by fellow publicans here too.