PUBS across Scotland are preparing to make the most of the 6 Nations rugby tournament, which kicks off tomorrow (5th February).
The tournament features a number of fixtures that are expected to help drive footfall for Scottish pubs, including Scotland v England tomorrow, Scotland v Wales on Saturday 12th February and Scotland v France on Saturday 26th.
Star Pubs & Bars, the Heineken-owned pub company, has said a record number of its pubs will be supporting this year’s 6 Nations tournament.
The company claims 55% of its Scottish leased pubs – as well as its entire managed estate – will be promoting fixtures with signage, posters and match-day offers.
These include the offer of a free pint of Heineken at participating venues, with the brewer reimbursing licensees for the cost of the pints within 72 hours.
In total, Star said over 1000 of its 2400 pubs across the UK will be looking to capitalise on the tournament this year.
John O’Connor, head of digital and retail marketing at Star Pubs & Bars, said: “Rugby viewers differ from the average pub goer and typical football fan, with more mixed groups and families enjoying the sport. Their broad appeal makes rugby matches a fantastic revenue driver and a great way of increasing dwell time and spend – and with 44% of sports fans saying they plan to watch the 2022 Guinness Six Nations live in a pub, the revenue potential of the championship for pubs looks better than ever.
“Our rugby support package is designed to put more money in our publicans’ tills, so we are delighted that the take up is so high.
“This is a really massive sporting event, falling at a key time of the year. The level of engagement demonstrates how keen pubs are to make the most of every event and regain lost ground after two years of lockdowns and restrictions.”
The 6 Nations gets underway tomorrow with Ireland facing Wales, before Scotland takes on the Auld Enemy at Murrayfield.
