When bars think about marketing for major events like the Super Bowl, World Cup or NBA Finals, they usually think about social media.
But one of the biggest opportunities sits much closer to the moment of decision.
Google Maps.
Because when fans are actively deciding where to watch a match, Maps is often the last stop before they walk through a venue's door.
Most people don't use Maps when they're heading to their regular bar.
They use it when they're outside their normal routine.
For example:
These are exactly the situations that become more common during major events
The result?
Huge numbers of fans searching:
And making decisions within minutes.
When people search on Maps, they rarely explore dozens of venues.
Most will choose from the first few options they see.
That means appearing near the top can directly influence guest traffic on game days.
Unlike traditional advertising, Maps users are already looking for somewhere to go.
They're not browsing.
They're deciding.
Which makes it one of the highest-intent discovery channels available to pubs.
Google wants to recommend venues that feel active, relevant, and trustworthy.
The biggest ranking factors include:
1. Recent Reviews
Fresh reviews matter.
Encourage guests to leave feedback after games and major sporting events.
The easiest methods:
Customers want proof of atmosphere. According to a Kantar study, atmosphere (50%) is the single most important factor when choosing a venue to watch sports, outweighing both convenience (44%) and price (43%). You can do this with a mix of photos and video.
The best photos aren't polished marketing shots.
They're:
Try uploading new photos regularly throughout the season rather than all at once.
Fresh content signals activity.
2. Consistent Game Visibility
Google wants confidence that your venue genuinely shows live sports.
If your games are visible across:
you create stronger relevance signals for sports-related searches.
The challenge for operators isn't knowing what to do.
It's finding time to do it.
For example, football season is an amazingly busy time of year for U.S. bars.
That's why many venues automate game promotion wherever possible.
FANZO helps venues keep game information visible across multiple online channels, helping fans discover what you're showing without requiring constant manual updates.
During major events,, customer behavior changes dramatically.
People become more spontaneous.
They search more.
They compare more venues.
And they make decisions quickly.
The bars that are easiest to find on Google Maps often win those customers before they've even stepped outside.