If your venue only shows sport on free-to-air channels like BBC and ITV, 2025 offers a huge opportunity you won’t want to miss. Some of the year’s biggest sporting moments will be available to broadcast without the need for a premium subscription. And these events regularly attract audiences in the millions.
For pubs, bars, and social clubs, that means a chance to bring in new customers, keep regulars around longer, and create an atmosphere people come back for - all without the cost of Sky or TNT Sports.
But here’s the thing so many landlords overlook…
People won’t show up just because the game is happening - they’ll come because they’re confident that it’s being shown at your venue. Whether you’re showing a high-stakes final or a summer tournament opener, promoting what’s on your screens is essential to driving footfall and making the most of every match.
Here’s a breakdown of the major free-to-air events to watch out for in 2025, the types of fans they attract, and how promoting them can turn TV fixtures into opportunities to bring in more customers.
The FA Cup is one of the UK’s most beloved football traditions - the 2023 final drew over 8 million viewers on BBC One - and its later stages are broadcast live on free-to-air TV. Irrespective of who’s playing, fans love the history, underdog drama and knockout excitement.
For venues, these are prime opportunities to draw in groups of mates, family crowds, and fans who may not watch week-in, week-out but won’t miss the Cup. Promoting your screening could turn a quiet Saturday into your best trading day of the month.
Off the back of the Lionesses' incredible run in recent tournaments, the Women’s Euros are expected to be another blockbuster summer event. Euro 2022 saw 17.4 million tune in for the final in the UK alone - making it the most-watched women’s football match in UK history.
That level of interest translated directly into online engagement. The Women's Euro final between England and Germany was the most searched-for fixture on FANZO in June and July 2022 - outperforming major events like the British Grand Prix and UFC fights and the Community Shield game between Liverpool and Man City. Despite this, thousands of pubs across the UK were asleep to the opportunity - the number of venues showing England in a major international final was 30% smaller than the number of venues showing the opening game of the Premier League.
The Women’s Euros wasn’t just a flash in the pan - total searches for pubs showing the following year’s Women’s World Cup, where England reached the final once again, grew 23% despite early morning kicks offs Down Under. It’s a massive opportunity that both men's and women's football fans are getting behind.
So why is it so popular? It’s often the only major football on during the summer, and fans love getting behind the Lionesses. Plus, because it’s harder to assume which venues will be showing women’s fixtures, people are more likely to search online. The venues that do advertise and create a buzz around these fixtures have the chance to tap into a passionate fanbase and generate a big-event atmosphere.
Wimbledon is a national institution and a cultural cornerstone drawing in millions of viewers who might not tune in for any other sport. To put it in some context, 2023 men’s final peaked at 11.3 million viewers across BBC platforms.
From strawberries and Pimm’s to classic British summer vibes, Wimbledon gives venues a chance to do something a little different. Whether it’s afternoon sessions with older customers or Sunday finals with families and fans, advertising your coverage can make your venue the place to soak up the action.
Women’s rugby is on a real growth trajectory. The 2021 World Cup final saw a record 1.9 million UK viewers watching at home, with many more watching in pubs and bars. With the Red Roses among the favourites and a home-tournament buzz, interest will only grow.
That said, the Women’s Rugby World Cup has tougher competition than some other tournaments, with major events like the Premier League and Champions League running concurrently. That limited visibility actually created a significant opportunity - with fewer venues promoting the tournament, those that did had less competition for viewers and a better chance to stand out.
Men’s rugby fans are increasingly tuning into the women’s game, meaning this is a brilliant chance to get existing regulars through the door more often - and welcome new ones. Advertising these games puts your venue in the spotlight for fans who are ready to spend.
It’s simple, if people don’t know you’re showing it, they won’t know to come. Free-to-air events can be huge crowd-pullers - but only if you promote them early and consistently.
FANZO Venues helps get your venue seen by the right people at the right time and venues on our Free-to-Air subscription often see strong returns - with many reporting up to a 5x ROI.
