UFC 322 Shows the Ceiling Is Still Rising
We keep saying it and the data keeps proving it.
UFC 322: Della Maddalena v Makhachev was the most searched event of the month by a clear margin.
An Australian headliner always moves the needle, but this one was huge. What stood out wasn’t just the fan interest, it was that more pubs showed it than usual. Not many overall, but more than normal. And every one of those venues got rewarded.
UFC remains the single most reliable driver of weekend footfall in Australia. When there’s a local fighter on the card, interest jumps again. It isn’t a niche anymore, it’s a habit, a routine, and for many venues, a major revenue pillar.
So what?
Keep prioritising UFC. Promote early. Own the atmosphere.
The pubs that commit consistently are the ones fans return to every fight night.
Grand Prix Momentum Is Surging - And There’s One More You Cannot Miss
Formula 1 continues to be one of the fastest-growing search categories in Australia, and recent Grands Prix performed exceptionally well across venues.
Even though this weekend’s Grand Prix runs at midnight, that actually plays into the opportunity.
This is the last race of the season. Fans are invested, they’re talking about it and they will chase a venue that’s showing it. Late-night trade becomes a strength here - people want to stay up and watch together and they’re ready for a long build-up and a big finish.
So what?
Make sure this weekend’s race is on, promoted, and front-and-centre.
If you’re a venue that leans into F1, you’re tapping into one of Australia’s most reliable growth audiences.
🏏 Ashes Season = Your Chance To Become the Cricket Pub
With the cricket world lighting up again, the Ashes are entering a period where every day feels decisive and Aussie fans are fully tuned in.
This is the stretch of summer where pubs can cement themselves as the go-to cricket venue. Multiple days of play, long dwell times, predictable patterns of trade… it’s the perfect environment for pubs that do the basics well.
So what?
If you want to own cricket this summer, start now. Build habits early, stay consistent, and make your venue the place fans automatically think of when the Ashes heat up.
Looking ahead:
With one more Grand Prix, more UFC on the way and the Ashes in full swing, December is all about staying visible and staying consistent.
Promote early, keep the screens on and make your venue the reliable spot fans know will have every big moment covered.
Small habits now like early cricket openings and clear fight-night comms will turn into repeat visits as the summer of sport hits its peak.
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