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Big Games aren’t just sporting events – they’re a huge commercial opportunity.
For the UK’s pubs, bars and hospitality businesses, it can mean packed venues, longer dwell times, increased group bookings and a serious uplift in wet sales. But it can also bring pressure on staff, stock shortages, slow service and missed revenue if you’re not prepared.
Pubs around the country are now allowed to stay open as late as 2am during the Big Game which presents an additional real commercial opportunity, especially for venues that thrive after dark or want to capitalise on post-match socialising.
With the right planning, the Big Game can be one of the most profitable trading periods of the year. Here’s how to get ready.
Forecast Demand and Plan for Peaks
Major tournament fixtures create predictable spikes in trade, particularly when home nations or knockout games are involved.
Reviewing historical sales data from previous tournaments or similar major events can help you forecast demand more accurately. This is where data matters. Reviewing historical sales from previous tournaments, Six Nations games or major finals can help you forecast likely spend per head, popular product lines and peak ordering times. With Square’s real-time reporting and historical sales insights, operators can analyse previous trading spikes and plan staffing and stock levels with greater accuracy. No need to wait for end-of-day reports – check Square Analytics any time to keep an eye on sales, inventory and more.
Get Staffing Right – Because Service is Everything
Game days are not just about pouring more pints. They’re about delivering a great experience at pace.
Customers expect fast service, clear communication and an electric atmosphere. That means scheduling your strongest team members for key fixtures and ensuring staff are cross-trained so they can move between bar, floor and hosting roles as needed. Proper pre-shift briefings are essential so everyone understands expected volumes, service flow and any match-day offers.
Just as importantly, team morale plays a crucial role. A confident, well-prepared team performs far better during high-intensity trading periods. Square Shifts allows you to streamline staff scheduling and shift management.
Simplify to Maximise Revenue
The busiest and most profitable venues during tournaments are often those that keep their offer simple and easy to navigate. Limited-time match-day bundles, pitchers and sharing options can increase spend while speeding up service. Pre-order packages for reserved tables can further streamline operations and reduce congestion at the bar.
Clarity is critical during busy periods. Clear pricing and straightforward offers reduce friction at the point of order. Speed of transaction becomes especially important in the rush before kick-off and during half-time. The easier you make it for customers to order, the more you can serve, and the less stress placed on your team.
Speed up service with an integrated POS that lets your customers order and pay however they prefer. The simpler it is for customers to order, the more you can serve in those crucial 15-minute windows before kick-off and during half-time.
Optimise Your Payments Setup
One of the biggest revenue leaks during tournament trading is slow payment processing.
When venues are at capacity, slow payments can quickly become a bottleneck. It’s important to consider whether you can take payments anywhere in the venue or if queues are forming around fixed tills. Handling large groups can also slow down service if systems aren’t designed for it. The Square Handheld is made for momentum, taking orders and payments quickly on the go with a device that slips easily into your pocket.
Flexible POS systems and handheld payment devices can significantly improve throughput, particularly during half-time surges. Portable devices allow staff to take payments at tables or in outdoor spaces, while contactless-first setups reduce transaction time. Real-time sales tracking also gives operators visibility into performance fixture by fixture, helping them stay agile throughout the tournament.
Ultimately, the faster you can process transactions, the more customers you can serve during peak moments.
Stock Strategically
Nothing undermines a big matchday like running out of key products. Planning stock levels carefully is essential, particularly for high-demand items such as beer, cider and low-and-no options. Quick-serve food items, glassware availability and cellar management should also be reviewed in advance.
Sales data from previous events can help identify top-performing products so you can prioritise your bestsellers. It’s also worth remembering that demand can extend beyond alcohol. Being well stocked ensures you capitalise on every opportunity rather than turning customers away.
Using live inventory tracking and sales reporting allows operators to monitor which lines are moving fastest and adjust orders accordingly. Square’s inventory management tools can flag low stock levels in real time, helping venues avoid the reputational damage of running dry during a key game.
Take Bookings – Don’t Leave Revenue to Chance
While walk-ins are valuable, guaranteed bookings provide certainty. For high-demand fixtures, consider ticketed entry, minimum spend per table, pre-paid packages or VIP viewing areas. These approaches not only secure revenue but also make staffing and stock forecasting more accurate.
Taking deposits or full pre-payment can reduce no-shows and give operators greater financial confidence ahead of major matches. Structured booking systems can transform unpredictable spikes into planned, manageable trading sessions.
Square integrates with popular booking platforms OpenTable, Seven Rooms, ResDiary and Stampede and automatically deducts any deposits from the bill. Connect your POS to your preferred reservation platform and manage all bookings straight from your POS – no switching between systems – and tailor your floor plan based on reservation volume.
Promote Early
Customers plan their viewing in advance, so marketing should start early. Announce which matches you are screening and promote any food and drink packages tied to fixtures. Share atmosphere-led content on social media and use email databases to encourage pre-bookings.
If your venue offers multiple screens, outdoor viewing areas or private rooms, make this central to your messaging. You’re not simply offering a place to watch the game; you’re selling the shared experience of watching it together.
Create, send and track email marketing campaigns with Square’s email marketing software.
Use Data to Adapt in Real Time
One of the advantages modern operators have is access to live performance data. Throughout the tournament, tracking sales by fixture, monitoring top-performing items and adjusting staffing levels for upcoming matches can significantly improve profitability.
If one package or promotion outperforms others, increase its visibility. If certain matches underdeliver, refine your marketing approach. Square AI is a free, conversational AI assistant built directly into the Square platform to help businesses make clearer, faster decisions using their own data. Using simple, everyday language, operators can ask questions like “What’s selling best this week?” and get instant answers.
The tournament lasts several weeks, giving operators the chance to learn from early fixtures and optimise for the remainder of the tournament.
Final Thoughts
Major tournaments bring energy back into venues and create the kind of shared experiences that hospitality delivers better than any other industry.
Success, however, is built on preparation, operational efficiency, smart staffing, seamless payments and clear commercial thinking. Get the fundamentals right and the tournament can deliver more than just a busy few weeks. It can help you build new loyal customers who return long after the final whistle.
About Sacha Lord
Night Time Economy Advisor
Co-founder, Parklife Festival and The Warehouse Project
Sacha Lord is one of the UK’s most well-known night time economy experts.
Starting his career in music at the legendary Hacienda and moving on to own one of the most renowned nightclubs in Manchester, Sankey’s Soap, Sacha went on to co-create Parklife (Europe’s largest metropolitan festival) and The Warehouse Project – the largest nightclub in the world.
From 2018 to 2025, Sacha held the role of Greater Manchester’s Night Time Economy Advisor to the city region’s Mayor Andy Burnham. During his time in the role, Greater Manchester earned recognition as the ‘night-time capital of the UK’, and ranked eighth in the World’s Best Cities for Nightlife, surpassing global destinations like Budapest and Buenos Aires. Sacha also successfully introduced a raft of recommendations to improve safety, transport and cultural diversity in the region, including 24-hour night buses.
After seven years in the role, Sacha stepped down to concentrate on his role as Chair of the Night Time Industries Association (NTIA), and adopt a broader, national voice for hospitality, without being tied to political policy or specific region.
In April 2024, Sacha Lord released his inaugural biography, Tales From the Dancefloor, recounting key moments from his career, which became a Sunday Times Best Seller upon publication.
A respected figure across music, entertainment, hospitality and politics, Sacha has appeared on BBC Question Time, BBC Politics Live, LBC, Sky News, Good Morning Britain and ITV News among others.
