- Greene King to get behind the women’s game ‘like never before’, as new research reveals that only one in five (21%) women’s sport fans watch fixtures at the pub
- Partnering with comedian and football podcaster Maisie Adam and Fearless Women, Greene King is making unprecedented enhancements for fans – including showing every minute of the women’s game as they did for the men’s!
Greene King today launches a new campaign to transform the viewing experience for women’s sport fans, teaming up with comedian, avid sports fan and host of Big Kick Energy podcast Maisie Adam and trailblazing women’s sport advocacy group Fearless Women to create a pub atmosphere like never before.
Ahead of what’s set to be a record-breaking summer for women’s sport, Greene King has undertaken a comprehensive review of how its pubs can deliver a best-in-class viewing experience for fans watching the upcoming Women’s Euros, Rugby Women’s World Cup, Women’s Super League and more.
Greene King’s ‘Watch Her(e)’ campaign, the result of this review, aims to set a new standard for the industry by creating more atmospheric and vibrant environments for those wanting to watch the women’s game. It’s supported by new research from Greene King that finds:
- A majority (55%) watch women’s sport at home compared to just 21% watching it at the pub
- More than a quarter (28%) believe that pubs prioritise men’s sport over women’s with almost a fifth (19%) stating that they never see pubs promote or advertise women’s games
- One in five (19%) also say that their local pub simply does not show women’s sport
The research also uncovers how women’s sports fans want to feel the same energy as watching men’s sport, with one in three (33%) wanting to see the same sense of pride and belonging. Cheering and clapping (30%), more opportunities to watch together (26%) and dedicated chants (19%) are the most common fan suggestions that they feel would improve the pub atmosphere.
To answer the call of fans, Greene King is enlisting Maisie Adam to front its campaign to enhance its in-pub viewing experience, whilst bringing her ‘big kick energy’ to over 900 of its pubs – including Hungry Horse and Flaming Grill – throughout the summer.
Maisie Adam, comedian, avid sports fan and host of Big Kick Energy podcast, said: “The more people watch women’s sport this summer, the more it’ll grow and the more investment it’ll get – and so making women’s sport more accessible and ensuring everyone feels welcome to watch their heroes on their local big screens is so key.
“What’s great about the women’s game is the uplifting nature of it, having all the excitement and adrenaline that competitive sport naturally brings, but without any of the negativity. We need to bring this loud and proud energy to our pubs, and that’s why I’m so excited to team up with Greene King to help make the wishes of fans a reality in pubs across the country.”
Leading from the front, Greene King is committing to always broadcasting in their pubs when Women’s Euros matches are on and showing every minute of every game as they did for the Men’s Euros last year.
Additionally, in the week leading up to the tournament, Greene King will be introducing new initiatives to help create an enhanced fan atmosphere for women’s sport fans.
Michelle West, Head of Sport at Greene King, said: “At Greene King, everyone’s welcome to watch their favourite sports and witness inspiring sporting moments with other fans. We’ve made big steps forward and already have commitments to ensure this rings true for women’s sport fans but, as our research shows, more needs to be done so that everyone can watch their heroes on the big screen together.
“This summer, we’re proud to be turning up the volume on women’s sport in our pubs, introducing industry-leading improvements that we’ve crowdsourced from fans, as well as making commitments to raise the bar for their in-pub viewing experience.”
Sue Anstiss MBE, Founder and Director of Fearless Women, added: “It’s great to see one of the country’s biggest pub chains push for more awareness and support for women’s sport, and I love how they are taking a fan-first approach to encourage more people to watch women’s games together.
“Having worked in women’s sport for over 30 years, I’ve seen first-hand how much this space has changed. Research and authentic action can lead to positive, long-term change, and this campaign encapsulates just that.”
Table bookings at Greene King pubs for the Women’s Euros are now open. To make a booking, or for more information about Greene King Sport’s ‘Watch Her(e)’ campaign, please visit: www.greeneking.co.uk/live-sport/football/euros
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