Sports viewing area in a restaurant – how to create a live sports experience for your customers

A functional sports viewing area in a restaurant requires the right channel packages, reliable technology and a great atmosphere. A well-executed sports setup can increase customer numbers, extend dwell times and significantly boost food and beverage sales on match days. This is why sports viewing areas are a popular way for restaurants to grow revenue and customer satisfaction. According to Joe Hand Promotions, live sports broadcasts increase a restaurant's per-unit sales by an average of 21 percent (Joe Hand Promotions, 2025), and well-prepared sports bars can achieve significant sales growth on match days compared to a regular evening.

Feelment is a Finnish restaurant entertainment application that lets you show live sports, play background music, karaoke and digital signage from a single device. Feelment's service has over 2,500 users in Finland, including Amarillo, Scandic, Viking Line and Casino Helsinki.

Why should a restaurant set up a sports viewing area?

Sports events are one of the most effective ways for restaurants to increase sales and foot traffic. During the FIFA World Cup, Ice Hockey World Championship and other major sporting events, restaurants around the world report exceptional growth in customer numbers. According to consumer surveys from 2024–2025, 73 percent of sports bar customers choose a restaurant over their home sofa specifically for the communal atmosphere (DataIntelo, 2026). The global sports bar market was valued at 25.7 billion dollars in 2025 and is forecast to grow to 38.1 billion dollars by 2033 (Data Insights Consultancy, 2025).

A sports viewing area is not just for major tournaments. Weekly Finnish Liiga matches, Premier League rounds, Formula 1 races and Champions League evenings create a regular reason for customers to visit the restaurant. Sports fans typically stay longer than other restaurant guests, as a single match lasts approximately 1.5 to 3 hours. Longer dwell time often translates directly into a higher average spend. In addition, sports events foster a sense of community, match-day atmosphere and a reason to visit the restaurant with friends.

What do you need to set up a sports viewing area?

Setting up a sports viewing area in a restaurant requires four basic elements: a television or screen, a computer or media player, a stable internet connection and a business-licensed channel package. Technology is considerably simpler today than in the era of traditional set-top boxes, as app-based solutions replace separate receivers.

Basic requirements for a sports viewing area

Showing sports broadcasts legally in a restaurant

Public display of sports broadcasts in a restaurant requires a business-licensed channel package. Using consumer streaming services in commercial premises violates the services' terms of use and can lead to significant sanctions. In Finland, using a television in a restaurant also requires a background music license, as a television is one source of background music. A background music license obtained from GT Musiikkiluvat also covers music heard from the television, so a separate license is not needed as long as the basic license is in order.

Showing Yle channels in public spaces is generally permitted without a separate license, as Yle is publicly funded. Exceptions may apply, however, for individual sporting events whose public display rights have been sold separately.

Make sure you have two things in place before opening your sports viewing area: a business-licensed channel package and a valid background music license.

How to show multiple broadcasts simultaneously on different screens

Traditionally, showing multiple sports broadcasts simultaneously has required a separate set-top box, separate cables and separate channel agreements for each broadcast. This makes the system complex, space-consuming and expensive to maintain. App-based solutions have changed the situation significantly.

Feelment is the only Finnish service that lets you show multiple different sports broadcasts simultaneously on different screens from a single device. In practice, this means you manage all your restaurant's screens from one Windows computer: select the programme, select the screen and press play. This eliminates the need for separate set-top boxes and reduces equipment costs, required components and remote-control channel surfing.

Through Feelment, you get access to channel packages from three different providers in one application:

Feelment's background music also runs from the same device, so you can choose whether the speakers play match audio or background music. Between matches, background music keeps the atmosphere going automatically.

Event packages – set up a sports viewing area quickly

Major sports tournaments such as the FIFA World Cup, Ice Hockey World Championship and the Olympics are peak sales moments for restaurants. However, not all restaurants need a year-round sports subscription. Feelment's event package is a short-term channel package that covers all matches and other channel content for the duration of a single tournament. An event package does not involve a long-term commitment – you only pay for the tournament period.

The FIFA World Cup is the world's most watched sporting event. The 2022 World Cup final was watched by nearly 1.5 billion viewers worldwide (FIFA, 2023). The Ice Hockey World Championship is traditionally the most watched sporting event of the year in Finland. During these major tournaments, restaurant customer numbers grow exceptionally, and a well-prepared sports viewing area stands out from the competition.

Examples of event packages

We offer event packages for all major sporting events through different channel packages. Typical examples include:

The price of an event package is determined by your restaurant's customer capacity (as per your liquor license). You can find current event packages and prices on our sports page.

Set-top box vs app-based solution: comparison for restaurants

When choosing sports technology for a restaurant, the biggest decision is between a traditional set-top box system and an app-based solution. Both have their place, but modern technology and faster internet connections have clearly shifted the advantage to app-based solutions.

Feelment's app-based solution reduces your restaurant's technical costs, as there is no need for separate equipment fees, set-top boxes or satellite dishes. By centralising sports, background music, karaoke and digital signage with one partner, you get one invoice, one phone number and one service.

Marketing your sports viewing area and creating atmosphere

The success of a sports viewing area depends on preparation and visibility. Digital signage increases sports bar sales by an average of 23 percent, as customers see upcoming matches and offers in real time (OptiSigns, 2024).

With Feelment, you receive ready-to-use marketing materials for promoting your channel packages. The materials include digital ads for social media and printable materials for outdoor stands, for example. Using these ready-made materials does not require a separate license from sports rights holders.

Our free Advertising service enables you to promote match schedules, offers and upcoming events directly on your restaurant's TV screens. Ads can be added and removed in real time, which is particularly useful for unexpected match results and extra time.

Tips for creating atmosphere in your sports viewing area

A successful sports viewing area combines technology and experience. Position screens so that as many customers as possible can see the picture clearly from different parts of the restaurant. Ensure that the sound system is powerful enough to carry over bar noise, but adjust the volume so it does not disturb customers who are not following the match. Between matches, Feelment's background music keeps the atmosphere going automatically, so there are no silent moments.

Offer themed promotions on match days and consider pre-bookable table packages for big matches. Actively inform your customers about upcoming programming on social media and within the restaurant. The better your customers know about your sports offering, the more likely they are to choose your sports viewing area over their home sofa.

Frequently Asked Questions

How do I set up a sports viewing area in my restaurant and what do I need?

Setting up a sports viewing area in a restaurant with Feelment requires a Windows computer, a working internet connection, a television or screen, a music license and a business-licensed channel package. The Feelment app is downloaded to the computer, and through it you manage all screens and broadcasts. Our technical support helps with planning and implementation every day from 9:00 to 23:00.

What is the easiest way to show sports broadcasts on multiple screens in a bar at the same time?

The easiest way is to use the Feelment app, which enables showing multiple different sports broadcasts simultaneously on different screens from a single computer. With traditional set-top boxes, each broadcast requires its own device, but with Feelment you select the programme and assign it to your chosen screen directly from the application.

How can sports events be shown legally in a restaurant?

Showing sports legally in a restaurant requires a business-licensed channel package. Consumer subscriptions do not permit public display. In addition, the restaurant needs a valid background music license, as a television is one source of background music. Through Feelment, you can order MTV Urheilu, Viaplay and Ruutu Urheilu channel packages licensed for public display.

How much does it cost to show sports in a restaurant?

The cost of showing sports in a restaurant depends on the channel packages and customer capacity. We offer both ongoing channel packages and short-term event packages for individual sporting events. You can find current packages and prices on our sports page.

Does a restaurant need a separate license to advertise sports?

A restaurant may advertise its sports offering, but care must be taken with copyright when creating your own advertisements. Unauthorised use of match images and logos is prohibited. The easiest approach is to use ready-made marketing materials from the service provider. With Feelment, you receive ready-to-use materials that do not require a separate license.

Can a sports viewing area be set up only for the duration of a single tournament?

We offer event packages that cover all matches and other content for the duration of a single tournament. An event package does not involve a long-term commitment, so you only pay for the tournament period. Event packages are available for the FIFA World Cup, Ice Hockey World Championship and other major sporting events, for example.

Sources and further reading

• Feelment – Sports channels for public display
• Feelment blog: How to show sports in a restaurant? Technology tips
• Feelment blog: Showing sports in a restaurant – what licenses do I need?
• GT Musiikkiluvat – Why is a music license needed for watching TV?
• Joe Hand Promotions – 2025 Live Sports Content Trends for Bars & Restaurants (2025)
• FIFA – 5 Billion Engaged with the FIFA World Cup Qatar 2022 (2023)
• Data Insights Consultancy – Sports Bar Market Growth & Forecast (2025)

Text: Erno Ojanperä, Aihio Digital