Bars & Restaurants

March Madness Mania: Sports Bars Score Big with 25% Surge | Bars & Restaurants Analysis

We looked at foot traffic to bars and restaurants across the country during and before March Madness to determine how much the yearly event affects sports bar foot traffic.
The People Platform
3 min to read
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Buzzers, brackets, and big screens – March Madness fever is undeniable! The NCAA basketball tournaments are more than just thrilling games; they can also be major economic drivers. Leveraging our mobility data, we uncovered that sports bars nationwide saw a 25% jump in foot traffic during this year's tournaments, highlighting the notable connection between live sports and booming business.

Why the Surge?

  • Shared Excitement: March Madness offers a unique communal experience, drawing in diehard fans and casual viewers alike. Sports bars provide the ideal space to cheer, celebrate, and even commiserate together.
  • Promotions & Specials: Many bars bring in patrons with March Madness-themed food, drinks, and contests, increasing foot traffic.
  • Women's Basketball: Last, but certainly not least, Caitlin Clark, the most prolific scorer in the history of all college basketball, and Angel Reese, an impeccable interior power player with a huge fanbase, catalyzed millions to watch the Women's Basketball Tournament. Even without Reese in the finals, the championship game between Clark's Iowa Hawkeyes and South Carolina had 18.9 million viewers, a 90% increase from 2023. It was the most watched basketball game (college or pro) since 2019.

Beyond the Numbers

  • Local Impact: The surge isn't just good for bar owners. Restaurants, servers, and the whole hospitality industry benefit from a packed house ready to spend.
  • Community Spirit: March Madness brings a sense of camaraderie, with neighborhoods and towns united by team pride or just a love for good competition.
  • The "Madness" Factor: The tournaments' inherent drama and upsets create a buzz that can make it more enjoyable to be with a community at a bar than at home.

Whether it's nail-biting finishes, giant upsets, or the legendary Caitlin Clark in the Final Four, March Madness proves the power of live sports every year. Fans crave the energy of a crowd, and sports bars happily provide a front-row seat to the action.

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