As the winter season begins to wrap up, venues often begin to question what will replace the Premier League and Champions League in driving customers through the door.
Fear not, there’s a packed calendar of major events that might require a little extra thought. Venues that think about their customers, plan effectively and promote well can still keep customers coming through the door.
From F1 to UFC, the Women’s Euros to Wimbledon, there are massive events that will appeal to sports fans of every stripe.
Here’s a closer look at the key events that can drive footfall this summer and what you need to consider to attract new customers whilst keeping your regulars coming back for more.
Following the Lionesses’ historic achievements in the past few years, the Women’s Euros is set to be one of the summer’s biggest sporting events.
The 2022 Euros final was watched by 17.4 million viewers, a record-breaking moment for women’s football in the UK as it truly crossed over into the mainstream.
Given their success at recent tournaments, it’s clear that the Lionesses can pull serious crowds, and venues are starting to take notice.
With more competition to attract fans, the key this summer will be giving people a reason to choose your venue over others. Every venue in the country will be showing each Lionesses and Wales game and putting up bunting. What can you do to mark yourselves out - whether that’s pre or post-match live entertainment, themed food and drink offers, or genuine community events?
With England and Wales paired in a group of death, every match will matter from the very get-go, making this an excellent opportunity to build a reputation for a great atmosphere early and keep customers back throughout the tournament should either team go deep.
Boxing remains one of the most dependable crowd-pullers for evening trade.
These events often feel like shared national moments, making them perfect for venues looking to generate that ‘big night out’ atmosphere.
We’re currently in a golden age of boxing on TV with searches on FANZO growing 98% over the past three years.
Not every event will be a money spinner, the key for venues is recognising which fight nights will translate into big trading nights.
This summer’s biggest event will be the rematch between Oleksandr Usyk and Daniel Dubois on Saturday 19 July - a generational great against the division’s most promising challenger. A PPV bout live from Wembley, it offers venues an early start time and the chance to drive pre-bookings early.
Given the huge value of locking in several hours of trade well before the main event, it’s never too early to start plugging table reservations.
And whilst still a while off yet, venues with a late licence should start plotting for a pair of superfights from the States in Canello Alvarez v Terrence Crawford and Gervonta Davis v Lamont Roach.
The FIFA Club World Cup this summer provides an unknown yet exciting opportunity for all venues.
A brand new tournament, which is now included with TNT Sports Business subscriptions, it offers club fans something competitive to watch during the normally barren summer months.
On paper, it should work - UEFA Champions League and UEFA Europa League among the most searched competitions over the past year - whether it captures the public’s imagination is the question.
However, if Chelsea or Manchester City reach the knockout stages and come against European heavyweights or Lionel Messi’s Inter Miami, it could easily start turning heads.
Whilst the group stages might be slow starters, keep an eye on the knockout taking place in early July for some low-risk, high-potential fixture opportunities.
UFC continues to dominate the combat sports scene whilst becoming increasingly mainstream. To date, it’s the sixth most searched sport on FANZO in 2025 and can be considered a key part of the sporting calendar for fans.
UFC’s PPV events are known for driving late-night revenue, and for venues able to show the action in the small hours, they’re golden opportunities to fill your boots whilst other venues nearby are closed.
With most UFC matches airing late due to US start times, fans in the UK don’t have many options to watch live.
If your venue has a late licence, there’s a real chance to stand out this summer given a packed summer schedule featuring high-profile bouts involving Dricus Du Plessis, Sean O’Malley, Max Holloway, Dustin Poirier, Ilia Topuria and Charles Oliveira.
Formula 1 hits a sweet spot for pubs in the summer months with 8 of the next 9 races taking place in Europe, guaranteeing UK friendly broadcast times, whilst the British GP in early July is a flagship event.
Practice, qualifying, sprints and the actual race give venues the chance to keep hardcore fans coming back over the course of a race weekend, whilst the sport is benefiting from Oscar Piastri’s emergence after a long run of dominance from Max Verstappen.
Whether you’re appealing to regulars or attracting new fans, having race weekends on screens, and ensuring customers know about it, can help drive repeat business this summer.
No summer is complete without Wimbledon.
This iconic tournament, with its history, glamour, and timeless appeal, attracts a wide range of fans, from long-time tennis enthusiasts to casual viewers drawn in by the event’s cultural significance.
In 2024, the men’s final peaked at 7.5 million viewers, showcasing just how important it is for venues to promote their coverage of the tournament.
Wimbledon offers the perfect blend of daytime and evening viewing, catering to all types of customers, from retirees looking for an afternoon outing to families and young professionals tuning in to the finals.
The Hundred has proved to be one of the most exciting developments in cricket, driving excellent numbers in stadiums for both men’s and women’s games.
With its fast-paced format and appeal to both traditional cricket fans and a younger, more diverse audience, The Hundred continues to build its fanbase.
And while cricket in pubs has traditionally been a niche offering, the rising popularity of The Hundred, particularly with younger audiences, presents an excellent opportunity to engage new customers.
Promote your live screenings of the tournament and turn your venue into the go-to spot for fans wanting to catch the action.
Having the right events on your screens is only part of the equation.
If people don’t know about it, they won’t show up. Summer sporting events can drive massive footfall, but only if you actively promote what’s on your screens.
Using tools like FANZO Venues makes it easy to get the word out and get found online by fans searching for what you have to offer..
Whether you’re scheduling events weeks in advance or putting up targeted promotions on social media, creating buzz is key to making the most of these big-ticket events.
With all these exciting opportunities on the horizon, now’s the time to start planning.
Got a FANZO Venues account? Take advantage of the planning tools now to create a summer sport schedule tailored to your venue, making sure you stay ahead of the competition.
New to FANZO Venues? Reach out to one of our team members to learn how we can help you boost your sports offering and turn every event into a revenue-driving opportunity: venues.gb@fanzo.com
