The game at the bar returns to the center of an autumn full of sporting events to experience together
Thanks to the pandemic, many of our social habits have changed radically in recent years. But the return to a now consolidated normality allows us to witness the rediscovery of collective experiences that have always characterized the daily life of Italians. Among these, the phenomenon of go back to watching football matches at the bar: a social ritual involving people of all ages.
According to the data OmnicomIn fact, 15% of Italian football fans (around 4 million people) follow the matches in clubs, with a greater concentration in the North-West and South of Italy. Of these, 50% belong to the under 34 age group.
“Go watch the game at the bar” represents an intense and participatory moment of sharing. Again according to the data collected by Omnicomthe attention of the fans who watch the matches in the venues progressively grows during the match, reaching its peak at the final whistle, when over 50% of the spectators are completely absorbed. In particular, football continues to be the most followed sporting event in our country, with 69% of the population declaring themselves ‘passionate’. There television remains the main channel of use (82% of users). However, we are no longer just talking about domestic use: Italians are increasingly choosing to share the passion for sport in public contexts, where they can experience the emotion in the company of friends and other fans.
It is important to underline how, now, the phenomenon of collective vision does not only concern football. In recent months, thanks to the Italian successes of tennis and of world of motorsmore and more enthusiasts come together to share the victories of Jannik Sinner or watching the races of Formula 1. Not to forget sailing, with the large following gained by Red Moon in the final stages of Louis Vuitton Cup and the highly anticipated finals ofAmerica’s Cup in Barcelona.
The increase in interest in major sporting events was also confirmed in SIAE Report 2023which highlighted how the number of spectators grew by 45.18% compared to the previous year. Football, in particular, recorded double-digit growth compared to 2022, representing 83.2% of sporting events followed in Italy.
For bars, just one subscription is enough to have all the main sporting events
In this context of rediscovered sociality, for the owners of bars, restaurants and other public places there is the possibility of signing up for just one subscription, that of Sky designed specifically for locals, and thus guarantee its customers the vision of all the main sporting events: the whole Serie A and all European cups (including the big match on Wednesday), together with Premier League, tennis, engines and other sports. An opportunity for exhibitors who want to fill their spaces with fans and enthusiasts, encouraging the phenomenon of social aggregation.
Autumn sports offers a schedule full of unmissable events, starting with the big matches of Serie A such as Juventus-Lazio (19 October), Roma-Inter (20 October) and Inter-Juventus (27 October), up to the international matches in Champions League.
The return of the ritual of playing in the bar is a sign of how sport remains one of the greats social glues of our country. And with an offer designed specifically for locals, the opportunity is truly tempting to attract new enthusiasts and build customer loyalty even more.
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