Pubs have always been at the heart of local communities, but new research from PubAid showed just how central they are to keeping grassroots sport alive. From sponsoring kits to hosting teams and fundraising events, the campaign highlighted the scale of support pubs provide to help people stay active, connected and involved in sport across the UK.
Challenge
• Public perception often underestimates the role pubs play beyond hospitality
• Grassroots sport is facing funding pressures and declining participation
• The campaign needed to reframe pubs as community enablers, not just social spaces
Key Statistics
• 758 broadcast opportunities nationwide
• 260 million total reach
• Pubs raise around £40 million every year for grassroots and community sport
• 6.7 million community sports sessions supported annually
• 1.7 million people benefit from pub-backed sport across the UK
Action
The campaign focused on telling positive, community-first stories backed by clear national data. Broadcast interviews and news items emphasised how pubs support everything from football, darts and cricket to walking groups and inclusive sport for under-represented groups. Strong pickup across BBC regional stations, LBC and repeated plays on Sky News Radio helped drive the message that pubs are not just places where sport is watched, but where it is made possible. Real-life examples from pubs across England, Scotland, Wales and Northern Ireland brought the research to life and showed the human impact behind the numbers.
Results
• 758 broadcast opportunities across national and regional media
• 260 million reach driven by extensive radio news coverage
• High-frequency plays on Sky News Radio reinforced message recall
• Strong presence on LBC and BBC regionals positioned PubAid as a trusted voice
• Consistent positive framing around community, wellbeing and inclusion
Key Takeaways
• Community-led stories resonate strongly when backed by credible research
• Local examples help national data feel real and relevant
• Reframing pubs as community anchors strengthens public understanding of their wider social value
• Consistent national radio coverage builds scale while retaining local authenticity
