Three steps to capitalize on big games to boost bar and restaurant traffic

Brian W. Kelly

For the bar and restaurant owner, especially one that has a focus on sports as an attraction, there’s an awful lot of competition out there. There were 19,143 sports bars in the United States as of August 2025. For 2025, those sports bars split up an estimated $10.5 billion in revenue, with reports in 2026 of average weekly revenues per sports increasing by approximately 8.3% year-over-year.

One of the keys to sole proprietorships grabbing a part of that $10.5 billion is having access to the games your patrons want to see. If a group shows up at your bar, and you don’t have access to the event they want to watch, they’re leaving. They’ll watch it someplace that’s showing it, or they’ll just go home.

Beyond just having the games to show, you must go one more step and make the experience at least as good, or superior, to what your guest can watch at home. Most sports bars have already invested in ultra-high-definition TVs, and some are installing immersive surround sound systems.

Think about how your bar can offer a better audio and video experience. Think about TV placement. Think about table height, and the comfort of your seats. Given average game times for sports like football, baseball, basketball and hockey, your patrons will be spending at least three hours in your establishment, so you need to make sure they’re comfortable. 

The smart choice is to buy the proper package from a trusted partner. There are special options for bar and restaurant owners available today. Fines for illegal distribution are harsh. The reputation loss for a bar can be worse if service is interrupted due to illegal broadcasts, or if the image resolution is poor, or anything happens that prevents your customers from watching the games they want.

At a minimum, proprietors should be searching for solutions that offer access to NFL, NBA, NHL and MLB coverage. And you can add college football and local sports channels to that list of must-haves, along with special licensing available for Pay-Per-View events like the big MMA or boxing matches.

Ideally, your chosen partner should be able to offer bundling options that include WiFi and Internet connectivity, complete with special pricing options and local support.

The National Chicken Council projected that Americans would eat 1.478 billion chicken wings watching the 2026 Super Bowl. That’s more than four wings each for every person in the US. For the 2025 game, beer sales at bars and restaurants spiked 16% higher than normal. 

Did your establishment serve up your fair share of those beers or dish up your hoped-for volume of wings? In an industry where every detail matters, the right sports TV package, and the proper Wi-Fi and internet connectivity are vital components that can make or break a bar or restaurant. Enhance your connectivity with the fastest, most reliable Internet speeds. Shop plans that work for you at any stage of your business.