Simply Business launches ‘The Best Seat in The House’ campaign

  • New research reveals that UK pubs could collectively miss out on as much as £197m during this summer’s international football tournament
  • Over a million fewer fans expected to watch a game at their local this summer, with later kick-offs affecting attendance 
  • Simply Business launches ‘The Best Seat in the House’ with former Arsenal footballer and pub owner Ray Parlour, rallying communities behind independent pubs this summer
  • Pub goers are encouraged to pledge support for their local via the Simply Business website, with the pub that receives the most nominations set to win a £5,000 grant.

16th June, LONDON – Approximately 1.1 million* fewer people are expected to go to the pub during the big summer of football as new research commissioned by small business insurer, Simply Business, reveals Britain’s independent locals are set to lose out on a potential £197m*, in revenue.  

As customers swap pub stools for their sofas, the research reveals just how impactful late night kick-offs are to the typical football viewing habits of Brits. Of those who do plan to watch games in the pub, just one in five (20%) say they would be willing to go out for a match kicking off as late as 9pm, with only 18% say they would stay out for kick-offs after 10pm. 

It is against this backdrop that Simply Business is launching The Best Seat in the House; a campaign to rally the British public to get behind their beloved local pubs at a time they need it most.

Unveiling the ‘The Best Seat in the House’ at The Bricklayer’s Arms in Putney, the small business insurance provider has created a physical embodiment of everything that makes watching football at your local special. From 16th June, the public will be invited to pledge to watch a game at their favourite independent pub via a dedicated landing page, with the highest-voted pub receiving a £5,000 grant.

To accompany the launch, Simply Business has partnered with Arsenal icon Ray Parlour to call on fans across the country to back their local. Ray, who previously co-owned his own pub, is a lifelong champion of community pubs and passionate about supporting the industry.

Speaking about the campaign, Parlour said: “Pubs and football go hand in hand. There’s nothing quite like being in your local, cheering on your team and celebrating with friends and strangers alike over a last-minute winner.”

“I know first-hand what it takes to keep a pub going and right now landlords are fighting harder than ever just to keep the doors open. Alongside other small businesses, these aren’t faceless organisations; they’re people who’ve put everything into serving their communities and they need our support.”

“There is no better place to watch the football than your local. It is simply the best seat in the house.”

The research also highlighted the additional financial pressures compounding the challenge of late kick-offs as 35% say they are actively trying to cut back on social spending, whilst more than a quarter (27%) say they simply cannot afford to go to the pub as much as they previously could.

Chris Walsh, landlord at the Bricklayer’s arms, added: “For us, running a pub is about so much more than just pouring pints. Great independent pubs like ours are the absolute beating heart of their communities. There’s an unmatched magic when everyone gathers under one roof to cheer on a team and there’s nowhere quite like the pub during a massive summer of football. The reality is that the hospitality industry is facing an incredibly tough period ahead. Initiatives like Simply Business’s ‘The Best Seat in the House’ campaign are a lifeline, giving independent pubs a real boost right when they need it most. So, please go online and nominate your favourite pub – it would really mean the world.“

Discussing The Best Seat in the House, Julie Fisher, UK CEO of Simply Business, said: “Independent pubs play a unique role in society, contributing enormously to the strength of both our local communities and economy. With publicans usually seeing a boost in footfall during international football tournaments, this summer’s late kick offs will prove another challenge for owners operating in a difficult environment. 

“Character, community, charm – like all small businesses, independent pubs offer a unique experience that should be cherished. That’s why we’re reminding the British public that, this summer, the ‘best seat in the house’ really is at your local.”

You can show your support this summer by claiming the best seat in the house and nominating your local at https://www.simplybusiness.co.uk/campaign/the-best-seat-in-the-house/  

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Notes to editors

Research was conducted by OnePoll UK on behalf of Simply Business in June 2026, surveying 2000 respondents. Figures in the above release are derived using calculations made by applying the research data on a national scale.

*The estimated 1.1 million drop in pub-goers is based on a 2 percentage point decline in the proportion of UK adults planning to watch matches at the pub this summer (33.5%) compared to the 2022 World Cup (35.5%), applied against a UK adult population of approximately 53 million. 

**The £197m revenue loss estimate is derived by multiplying the average spend per pub visit (£33.09) by the average number of matches watched per person during the 2022 World Cup (5.5), giving an estimated spend of £181.33 per person across the tournament, multiplied by the estimated 1.1 million lost pub-goers.

About Simply Business

About Simply Business
 Simply Business is one of the UK’s biggest business insurance providers, specialising in public liability insurance for small and midsize enterprises. Launched in 2005, Simply Business provides an online brokerage service, delivering policies tailored to individual business requirements.

Using the power of tech and data to create the best possible customer experiences, Simply Business employs over 900 people across offices in London and Northampton, UK; and in Boston, Massachusetts in the U.S. Owing to the insurance provider’s internal underwriting capability and expert panel of insurers, Simply Business can cover over 1,700 trade types – ranging from plumbers to accountants to dog walkers. Its UK brand campaign – ‘Simply The Best’ – aims to help UK small businesses feel ‘the best’ about their business insurance.  Simply Business is a subsidiary of The Travelers Companies, Inc. (NYSE: TRV).