In an era of overflowing calendars and never-ending group chats, finding time to see friends in real life is proving harder than ever. New research shows that over half of Brits (52%) spend less than 80 minutes a week with their closest friends — less time than it takes to play a single game of rugby.
Yet despite the lack of face-to-face catch-ups, the emotional impact of seeing friends remains instant. Three in four Brits (75%) say they feel happier within a minute of meeting their mates, highlighting just how vital real-world connections still are — especially when live sport is involved.
Busy Lives, Empty Diaries and the Death of Group Chats
The research, commissioned by The Famous Grouse, Scotland’s number one whisky, points to modern life as the main culprit behind dwindling friendship time. Long workdays, diary clashes and travel time are the biggest barriers, with work commitments (34%), conflicting schedules (31%), and commuting (30%) making it harder to turn plans into reality.
However, one thing continues to cut through the chaos: live sport. Watching matches together remains one of the most reliable ways Brits actually commit to seeing their friends, offering a rare moment where calendars align and group chats finally go quiet.
Why Matchday Traditions Still Matter
According to the study, one in five Brits (20%) say watching sport together is a core friendship tradition. Matchdays are filled with what fans describe as “silly but sacred” rituals — from sharing long-running in-jokes (35%) and always ordering the same food or drinks (26%), to meeting at “our pub” (33%).
Nearly half of respondents say these traditions are non-negotiable, reinforcing the idea that it’s not just the match that matters — it’s the shared experience around it. For more on how culture shapes social behaviour.
The Famous Grouse Teams Up With Martin Compston
To celebrate these matchday moments, The Famous Grouse, long-time sponsors of Scottish Rugby, have partnered with Scottish actor Martin Compston for a new content series titled Get Together. The campaign launches alongside the Guinness Men’s Six Nations, tapping into the tournament’s unique ability to bring people together.
The series kicks off with a tongue-in-cheek video starring Compston, poking fun at the familiar struggle of moving plans from the group chat to the pub. The film captures friends swapping stories, enjoying the banter and raising a Famous Grouse & Ginger while cheering on their team — with an Easter egg hidden in the clip for fans of Compston’s cult TV work.
Martin Compston on Friendship and Showing Up
Reflecting on the campaign, Compston explains why the message resonates personally.
“Acting takes me all over the world, which makes it harder to make plans with mates, especially when you’re far away from the people you grew up with,” he says. “The laughs, social rituals and time together really matter — which is why Get Together feels so personal.”
A VIP Rugby Experience Up for Grabs
Alongside the content series, The Famous Grouse is offering fans the chance to win a money-can’t-buy VIP experience. One lucky rugby supporter and their friends will attend the upcoming Scotland v England match at Scottish Gas Murrayfield, courtesy of a social competition hosted via @TheFamousGrouseUK on Instagram.
The prize aims to raise a dram to friendship, reinforcing the idea that rugby — and sport more broadly — is about who you’re watching it with, not just the final score.
Rugby’s Role Beyond the Pitch
Karen Daly, Marketing Manager at The Famous Grouse, sums it up simply: rugby is bigger than the scoreboard.
She explains that Get Together is designed to celebrate the rituals that make those 80 minutes matter long after the final whistle — from lucky scarves to pre-match drinks at the same pub, every time.
That sentiment is echoed by Scottish Rugby itself. Chief Customer Officer Olaf Gueldner notes that matchday remains one of the few moments where communities still come together, while player Josh Bayliss adds that rugby is built on shared routines, trust and having each other’s backs — values that extend well beyond the pitch.
The Perfect Excuse to Reconnect
With the Guinness Men’s Six Nations in full swing, the message is clear: there’s never been a better time to gather your mates, settle into the local pub and reconnect over live sport — Famous Grouse & Ginger in hand.
To follow the campaign and see more from The Famous Grouse’s ongoing partnership with Scottish Rugby, head to @TheFamousGrouseUK on Instagram.
