New research reveals 82% of UK sports fans have missed a key moment in the pub due to poor TV quality, with 79% of UK pub landlords saying a good TV is crucial to increasing their revenue during key sporting events
- To help ease the burden on landlords, Samsung’s Raise The Barcampaign offers local pubs across the country access to brand new TVs and marketing support to help community hubs thrive during the summer
- Now in the competition’s second phase, the 11x shortlisted pubs are in for the chance to win a pub makeover, but it’s down to the nation to vote for their favourite
CHERTSEY, UK. May 21, 2026 – As the nation prepares for an exciting summer of sport, Samsung and ex-England football international Joe Cole have teamed up to shine a spotlight on one of Britain’s most important, and increasingly pressured institutions – the local pub. Through a national vote, Samsung will be giving thousands of pounds worth of TVs and audio equipment to pubs across the country so they can provide the ultimate viewing experience for their punters to enjoy.
During the last four weeks thousands of people across the UK have rallied behind their local, with more than 500 pubs nominated from Newquay to Isle of Arran in Scotland. The final 11 shortlisted venues have now been revealed, each representing the unique character and importance within their communities.
Pubs are under increasing pressure to meet evolving customer expectations alongside burgeoning running costs, so major sporting events are often a vital source of driving additional revenues. With fans packing out pubs for the big matches, picture quality (38%) is the number one thing sports fans look for in a venue’s TV setup, followed by sound quality (33%) and screen size (30%). Placing tech as a factor in driving footfall.
However, the research shows that watching football in the pub can be a frustrating experience with a whopping 82% of Brits stating they’ve missed a key moment due to poor TV quality in a pub. And it’s not just a minor annoyance – many would actually rather switch venues (70%) or watch at home (27%) if the venue’s screen isn’t up to scratch.
The Samsung study also reveals the specific tech blunders that grind fans’ gears most when watching football in the pub. Including blurred motion during fast-paced action (26%), glare and reflections on screen (25%), and sound not syncing with the TV (25%).
For pubs, that expectation brings real pressure. 67% of pub landlords say they worry their current TV quality could mean prospective customers choose an alternative venue. At the same time, many venues are operating with ageing tech as other running costs take priority. More than half (51%) of landlords say the last time they bought a new TV for their pub was on average six to 10 years ago.
Samsung’s Raise The Bar campaign offers a golden opportunity for venues to upgrade their tech in time for kick-off, supporting venues in driving footfall and bringing communities together this summer. By combining premium TV technology with local marketing support, the initiative aims to do more than just upgrade screens – helping to support pubs thrive during this key time and encouraging communities to come together to watch, celebrate and connect.
Joe Cole said: “Across the UK, pubs are gearing up for the exciting summer of football ahead and it’s fantastic to see all the shortlisted venues and how they truly represent the heart of their communities. Each one brings something special to matchday, from the atmosphere to the people behind the bar. Now it’s over to the fans. Get behind your local, show them your support and vote for your favourite to give them the chance to upgrade their TV setup thanks to Samsung.”
Zeena Hill, Senior Director of Marketing at Samsung UK, said: “Pubs have long been at the heart of UK communities, bringing people together to connect, celebrate and share major sporting moments. But with rising costs and increasing pressure on venues, it’s becoming harder to invest in the technology needed to meet fans’ expectations. Through this campaign, we wanted to support their long-term future, helping them continue to thrive as vital local hubs.”
With a ‘team’ of eleven being chosen from the consumer voting process, 10 shortlisted venues will receive a brand-new Samsung TV worth up to £3,000 alongside local marketing support from Samsung to help drive footfall. One winning venue will receive a transformative tech upgrade and pub makeover worth up to £15,000 alongside dedicated marketing and media support for the campaign.
The final vote is open now. To get behind pubs in need of support, football fans should visit watchitonasamsung.com to cast their vote.
Shortlisted pubs – final XI:
- The Bevy – Brighton, South East: Britain’s only community-owned pub on an estate, operating “not for profit, but for people.” A vital hub supporting over 300 locals each month through initiatives including seniors’ lunch clubs, dementia cafés, disability discos, and job support.
- The Lord Byron – Margate, South East: A small independent pub supported by nearly 2,000 loyal regulars. Owner Tony is a full-time firefighter and expanded the venue during lockdown, adding a 100-seat beer garden to enhance the customer experience.
- Bird in Hand – Woking, South East: Owned by locals Mike and Imogen for over a decade, this well-established community hub is known for its award-winning food (best restaurant in Surrey for two years running) alongside a warm, welcoming atmosphere.
- The Wheatsheaf – Tunstall, West Midlands: Established in 1774, this family-run pub is Tunstall’s oldest. A cosy and welcoming venue popular with families and football fans alike, it actively supports a wide range of local initiatives and events.
- Royal Oak – Biddulph, West Midlands: A lively, family-run pub known for its friendly atmosphere and strong community ties, hosting live music, charity events, and major sporting occasions, including a popular outdoor fan zone.
- Grey Horse – Newcastle, North East: The last remaining pub in Shiremoor, serving as a key social hub for over 40 years where generations of locals gather, from family celebrations to long-standing regular meetups.
- New Marske Institute Club – Middlesbrough, North East: A historic village club at the heart of its community for over 150 years, recently revitalised after facing closure in 2022 and now thriving with regular local events and celebrations.
- Pear Tree – Fulham, London: A lively local institution with 200 years of history, bringing together London residents through a busy calendar of community events and social gatherings.
- Sadler’s Cat – Manchester, North West: A contemporary, community-built pub in the NOMA neighbourhood, blending modern hospitality with a strong local ethos and supporting initiatives such as communal gardening projects.
- Quintrell Inn – Newquay, South West: A classic Cornish pub known for its friendly atmosphere and strong local ties, serving as a relaxed social hub for both residents and visitors of all ages.
- Raunds Town Football & Social Club – Raunds, East Midlands: A vibrant community hub centred around grassroots football, bringing together fans, families, and residents for match days, events, and celebrations in Northamptonshire.
