Throughout 2024, operators across Australia will need to look at key ways they can draw new customers into their venues. As the cost of living continues to challenge many, people are thinking carefully about how and where they spend their money.

In the 2024 Australian Hotelier Leaders Forum, a number of operators gave their insights into some of the programs and ideas they will be implementing to draw in customers, and sports will have a critical role to play throughout the year.

Speaking about in-venue events Joel Taylor, General manager of Taylor Group, which operates the 2023 AHA Best Regional Hotel, the Grovedale Hotel in Geelong, said: “One thing we’re seeing is when people are paying a lot of money for a ticket to go to something, they do tend to drink less, they have less money to spend over the bar. But when the price of entry is low, the bar sales are often higher. So, I would expect that one to continue.”

With the most desired Australian sports in AFL, NRL and Main Events, as well as the greatest breadth, with over 50 live sports, a Foxtel Business subscription is critical to pulling crowds into your establishment.

And if you can offer premium sports, that punters want to watch, without a price tag, then – to Taylor’s point – you can expect to see this reflected in your revenue intake.

With the NRL and AFL seasons kicking off in just a few weeks, it’s crucial to make sure you have your Foxtel subscription live and ready to draw in the crowds of winter footy fans.

In the NRL it is all about whether Penrith can make it four Premierships in a row? It will be a tough ask as the squad begins to break up with Stephen Crichton now at the Bulldogs and Spencer Leniu at the Roosters. Next year star five-eighth Jarome Luai will be heading to Wests Tigers, so can it be done once more by Penrith?

There’s an old saying in sport that you have to lose a Grand Final before you win one and the Brisbane Broncos will be hoping that is true after they came so close to winning last year. With 30 minutes to go the Panthers trailed 24-8, but a record 18-point Grand Final comeback sealed by Nathan Cleary secured a third-straight Premiership and broke Brisbane hearts.

It has set the tone for an exciting 2024 NRL season, which kicks off with the opening two games in Las Vegas, and Foxtel will have every game live and ad-free for your punters to enjoy with their mates over meal and a few beers.

The AFL season bounces off at the Sydney Cricket Ground on Thursday, 7 May with the Sydney Swans taking on Melbourne at the start of what promises to be another blockbuster season.

With the Brisbane Lions out to avenge last season’s Grand Final defeat, can the Magpies defend their Premiership? Or will Carlton and the Giants re-gather themselves and go one step further this year and make it to the Grand Final?

Foxtel also has blockbuster Main Events, such as Tim Tszyu taking on Keith Thurman in Las Vegas on March 30, and in the UFC Alexander Volkanovski aims to continue his domination of the Featherweight division against Ilia Topuria at UFC 298 on February 18. Most excitingly for fight fans, and for venues across the country, UFC CEO Dana White said that Conor McGregor’s return to the Octagon will happen, “hopefully this year”.

Furthermore, there’s the NBA season and the run towards to playoffs and finals. In terms of viewership in Australia, NBA is the fastest-growing sport and with these games being shown live around lunchtime, it’s easy to understand why. It’s a great opportunity for operators to offer NBA lunch specials and bring groups into your venue to enjoy the action.

In addition, Foxtel will be showing another thrilling F1 season as the likes of Lewis Hamilton and Carlos Sainz look to make a mark in their final seasons with their respective teams and try close the gap on the Flying Dutchman Max Verstappen.

This promises to be another action-packed year of sport and Foxtel will be at the forefront helping bring big crowds into your venue.

A Foxtel Business subscription delivers the magic of over 50 live sports to your venue – bringing sports fans together in your venue and contributing to a boost in your trade.

So, head to the Foxtel Business website now, to find out more, or call on 1300 761 056.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.