Make the most of UEFA EURO 2020 with Heineken

This article contains paid-for content created in collaboration with Heineken

With the highly-anticipated reopening of the hospitality industry, UEFA EURO 2o2o™ is set to be one of the most important sporting events ever for the on-trade. Consumers stay 25 minutes longer and spend 30% more when watching sport¹, so simply showing the tournament presents a major opportunity to boost footfall, dwell time and sales.

As the Number One Beer associated with Sport² and Official Beer Partner of UEFA EURO 2020™, Heineken® is offering a complete support package to help you maximise this opportunity when you install Heineken® Draught.

Heineken® has the strongest rate of sale when stocked as your Mainstream Premium draught lager offering and commands the highest price per pint³ – 17p more than its nearest competitor – meaning it has huge potential to drive more money in your till. 50% of Heineken® drinkers are under 35 years old and spend on average £41 per visit, which is almost double that of consumers who choose other brands within the category₄. Also available as Heineken® Served Extra Cold, appealing to drinkers looking for a more premium experience. The eye-catching dual iced fount enhances visibility and helps boost revenues, with a rate of sale uplift of +24% on average compared to Heineken® core stockists₅.

To help you attract more customers into your venue, encourage them to stay longer and spend more, Heineken® are providing a free UEFA EURO 2020™ support package when you install Heineken® Draught. This includes:

1. Pre-tournament ticket giveaway

Your customers could win instant prizes just by visiting your outlet. Prizes include tickets to a UEFA EURO 2020™ match or the Official adidas Match Ball. All they need to do is check in to your venue on the MatchPint app. Heineken® will do the rest, including providing you with a simple activation pack to attract more customers and get them checking in to win.

2. Visibility kit worth over £100

Your customers are looking for a great experience, so Heineken® can help you enhance the atmosphere in your venue and bring the tournament to life. The free visibility kits include items to decorate your venue’s interior and exterior, such as UEFA EURO 2020™ bunting, posters and outside banners, as well as t-shirts and scarves for your staff to wear while serving. Also included are A2 fixture posters to help you keep track of upcoming matches and prepare for the home nations’ games, likely to most excite your customers.

3. Free MatchPint account worth £229

MatchPint drives 2.1million sports fans into pubs every year₆. As the nation’s most popular and free pub finder, MatchPint helps pubs increase their sales during sporting occasions by 5%₇. MatchPint and Heineken® have teamed up to send as many fans into your venue during UEFA EURO 2020™ as possible. In the lead up and throughout the tournament, you’ll receive a free MatchPint account worth £229, promoting your outlet to all nearby fans looking for somewhere to watch UEFA EURO 2020™.

4. Geo-targeted advertising

With no extra effort required by you, Heineken® will run geo-targeted adverts from its social media pages by advertising upcoming fixtures and linking through to the Matchpint pub finder. This means that consumers nearby will be notified about your pub and prompted to visit. Previous tests have shown that this type of activity is able to increase draught Lager sales by up to +8% and Heineken volume by up to +20%₈ meaning more customers and more money.

Having spent months at home, UEFA EURO 2020™ gives consumers a reason to visit the Great British Pub and enjoy a perfectly poured, quality pint. They will be actively seeking out Heineken® to enjoy while watching the tournament₉, so it’s important to build your range well before kick-off to cater to this demand.

To enquire about installing Heineken® Draught and request your free UEFA EURO 2020™ Support Package, submit your details by 16th April via the sign-up form below. Terms apply. Existing customers please contact your HEINEKEN representative.


*Euro 2020TM support pack only available on installs of Heineken® 5% on draught, not with SmartDispense™ BLADE

1 Kantar Worldpanel Alcovision, 12 m/e 30 Sep 19
2 Toluna survey, October 2020, 18-64 beer drinkers
3 CGA MAT Value ROS & Avg. Price per Pint 02/11/19
4 Kantar Alcovision | 12 m/e data to 31/03/2020 | Share of serves | Heineken vs. competitors | Age/Social Class Kantar | Alcovision | On Trade | 12me 30 Mar 20
5 SP&B ROS data, 12wk period 2019 (sourced from BW)
6 MatchPint Google Analytics (App & Website), 2020
7 Data from independent research conducted by Vianet in 250 Greene King pubs
8 Heineken Internal Data, UCL footfall driving campaign, November 2019