Niche Fixtures Worth Backing This Month

As we head into the festive season with packed calendars and busy trading days, this is a great moment for pubs to stand out by showing sport that cuts through the noise. 

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December brings a strong mix of premium niche events that can help you fill daytime windows, attract new groups and keep footfall steady across the Christmas period.

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Here are this month’s standout opportunities:

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Glasgow Warriors v Edinburgh / Edinburgh v Glasgow Warriors

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20th and 27th December @ 15:00 | Premier Sports

The 1872 Cup double header is one of the fiercest rivalries in Scottish rugby and it is a brilliant festive period crowd puller for pubs.

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Why it’s a win for pubs:

• Back to back derby energy: Two weekends of rivalry fixtures give you repeat potential as fans follow the story from one leg to the next.
• Ideal afternoon slot: A 3pm kick off during the Christmas period is perfect for families groups and early session drinkers.
• Strong Scottish expat appeal: Both clubs have support right across the UK and games like these bring fans together.
• No clash with prime Premier League slots: An easy way to add value to your schedule without competing with the biggest football fixtures.

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Africa Cup of Nations

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21st December to 18th January | Broadcasters TBC

AFCON lands right in the heart of the festive season which gives pubs a valuable opportunity to tap into a tournament with growing UK interest.

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Why it’s a win for pubs:

• Star power across the tournament: Premier League players representing their nations create instant talking points and fan interest.
• Strong daytime and early evening scheduling: Group stage fixtures often fall in quieter trading windows helping you build extra footfall.
• Appeal across diverse communities: AFCON attracts fans who may not always come out for domestic football which opens the door to new customers.
• Carries momentum into January: A useful way to keep sports engagement high once the Christmas rush fades.

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Kempton Christmas Festival

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26th and 27th December @ 12:45 | Racing TV

The Kempton Christmas Festival is one of the biggest moments in the UK racing calendar and it lands at the perfect time for pubs looking to drive daytime trade over the holidays.

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Why it’s a win for pubs:

• A Boxing Day and post Christmas tradition: Many customers already associate this period with top level racing which makes it easy to promote.
• Daytime footfall booster: Ideal for building revenue early in the day before evening sport and nights out begin.
• Racing fans stay longer: Racing audiences tend to settle in for full cards which boosts food and drink spend.
• High quality action: Two days of big races help create a lively atmosphere during a key trading window.

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Promote Early Promote Smart

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December gets busy quickly. Update your screens, socials and posters so customers know exactly what you are showing.

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These niche fixtures may not have the ready-made pull of Premier League football but they offer a great chance to stand out, attract new audiences and keep your venue buzzing through the festive period.

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