The best places to watch sport this Summer - and how Brits are making the most of every match

14. july 2026

If there's one thing Brits know how to do well, it's turn watching sport into an occasion.

From claiming the best seat in the pub and debating the starters, to belting out chants with complete strangers and celebrating a winner like you've known them for years, the summer of sport is about so much more than what's happening on the pitch.

So where should you head if you want the best atmosphere and the highest chance of actually getting a seat?

To help sports fans plan ahead, VELO analysed the number of pubs showing live sport across the UK and compared them against local population figures. We also looked at customer review data to uncover the locations where fans can expect not only plenty of options, but a great matchday experience too.

Because let's face it – nobody wants to spend half-time wandering around looking for somewhere to stand.

 

The UK’s best places to watch the sport this summer

If you're planning your summer around start times, Doncaster deserves a spot on your radar.

Our analysis found it offers sports fans the best chance of finding a seat and enjoying the atmosphere this summer.

 

The top 10 UK locations for watching sport

• Doncaster
• Rotherham
• Lancaster
• Gateshead
• Horsham
• Folkestone and Hythe
• Canterbury
• Dudley
• Chesterfield
• St Albans

These locations ranked highly thanks to a combination of sports pubs per capita and positive customer reviews, helping supporters find venues where they can settle in and enjoy every minute of the action. 

For many, having to leave the game to smoke a cigarette means you might miss something crucial and even maybe lose your seat. For a smoking alternative, like VELO Watermelon Nicotine Pouches, you don't have to miss a minute. It's anytime, anywhere, giving sports fans more control over their experience. 

 

London's best Boroughs for sport fans

If you're in London this summer, there's plenty of competition when it comes to finding the perfect pub.

According to our analysis, the City of Westminster comes out on top.

 

The top 10 London Boroughs to watch sport

• City of Westminster
• Islington
• Richmond upon Thames
• Kensington and Chelsea
• Hammersmith and Fulham
• Southwark
• Wandsworth
• Bexley
• Hackney
• Hounslow

Whichever borough you choose, one thing's for sure: getting there early might be your best tactical decision of the summer.

 

The Great British ritual of watching sport

It turns out the game itself is only part of the appeal.

Our survey of 2,000 UK adults found that sport continues to bring people together in a way few other occasions can.

 

What Britain's Summer of Sport will look like

• 75% of Brits intend to watch sporting events this summer.
• 76% agree that watching sport with others turns a match into a shared occasion.
• 83% expect to cheer, shout or loudly support their team.
• 51% choose pubs because they want to watch alongside friends, family and fellow supporters.
• 49% say pubs offer a better atmosphere than home.
• 45% believe it feels more like an occasion.
• 50% say atmosphere matters most when choosing where to watch.
• 48% prioritise a big screen and clear view.
• 31% actively seek venues with plenty of seating.
• Fans arrive an average of 31 minutes before the start to secure their spot.
• Pub-goers expect to watch nearly seven sporting events throughout the summer.
• Sports fans anticipate spending more than 21 hours in pubs watching live events.
• They expect to purchase around 24 drinks.
• Average spending on pub visits to watch sport is projected to reach £83.30.
• 56% say a packet of crisps is an essential part of the experience.
• Gen Z are Britain's loudest fans, with seven in ten admitting they've cheered themselves hoarse.
• 37% have lost their voice celebrating.
• 40% celebrate big sporting moments by shouting.
• 32% jump up and down.
• 27% sing songs and chants.
• 18% high-five fellow fans.
• 15% hug whoever happens to be standing nearby.

Whether you're the tactical analyst in the corner, the one leading the chants or the friend who somehow becomes convinced every referee decision is personal, there's no denying that watching sport together creates memories.

 

How to never miss a moment

When the pub is packed and the atmosphere is building, the last thing many adult nicotine users want to do is step outside and miss the action.

That's one of the reasons snus has become part of some people's matchday routine.

VELO nicotine pouches can be used anytime, anywhere, meaning adult nicotine users don't have to leave the venue just as the game springs into life.

No missing scores.

No sprinting back through the crowd after hearing everyone erupt from outside.

No wondering what happened while you were away from the screen.

Instead, it's about staying part of the moment.

As the original nicotine pouch, VELO, offers tobacco-free products designed to fit seamlessly into social occasions.

They're smoke-free, don't leave behind lingering smoke smells and can be used hands-free – ideal for keeping one hand free for a celebratory high-five and the other for protecting your drink after a controversial VAR decision.

For some adult nicotine users, they're also a preferred option due to less teeth staining compared with traditional tobacco products*.

 

A flavour for every kind of fan

Just as every sport fan has their own superstitions and rituals, everyone has different flavour preferences.

That's why VELO offers a variety of nicotine pouch flavours to suit different tastes.

Whether you prefer:

• Spearmint nicotine pouches for a refreshing mint flavour
• Watermelon nicotine pouches for something fruity
• Lime nicotine pouches for a citrus kick

There's always an option to match your preference.

VELO nicotine pouches are made using only five ingredients and are available in a range of strengths, from mellow through to intense, helping adult nicotine users choose an option that feels right for them.

Whether you're completely new to nicotine pouches or already know exactly what you're looking for, VELO offers guidance on choosing nicotine pouch strengths, exploring flavours and finding products that fit your lifestyle.

 

The final whistle

A summer of sport isn't just about results.

It's about the people you watch with, the songs that somehow become louder with every round, the snacks that appear at every table and the celebrations that bring complete strangers together.

Whether you're heading to Doncaster for the best chance of bagging a seat, settling into your favourite local or planning your schedule around the pub's biggest screens, make the most of every moment.

And for adult nicotine users looking for a tobacco-free option that works around the excitement of matchday, VELO's range of nicotine pouches offers flavours and strengths designed to fit around the moments you don't want to miss.

To find your nearest VELO retailer, visit our store locator.

 

Methodology

We collected the name, address, average rating, and review count for every UK pub listed on UseYourLocal.com that was flagged as showing sport.

Locations were standardised using Geoapify and Nominatim geocoding services to assign pubs consistently to cities, towns, and London boroughs. Both services use OpenStreetMap (OSM) geographic data. Some cities where UseYourLocal coverage appeared incomplete were excluded from the final results.

Population data for UK cities and towns was sourced from CityPopulation.de, selected because it combines settlements across England, Scotland, Wales, and Northern Ireland into a single dataset. City Population attributes its figures directly to official national statistical sources - UK National Statistics, National Records of Scotland, and the Northern Ireland Statistics and Research Agency.

London borough population data was sourced from the UK Office for National Statistics.

To identify the top-rated sport pub in each area, we used a Bayesian weighted rating approach, which adjusts scores based on review volume to reduce distortion from pubs with only a small number of reviews.

We then calculated sport pub density as the number of sport-showing pubs per 1,000 residents in each area.

Additionally, VELO commissioned OnePoll to survey 2,000 UK adults aged 18 and over to understand attitudes and behaviours surrounding live sport during summer 2026.

Fieldwork was conducted on 10 June 2026.

This research is independent and is not affiliated with, endorsed by or associated with FIFA, the FIFA World Cup or any participating national team.

*Please ensure all product claims align with approved regulatory guidance before publication.

 

 

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