Pubs that ‘nail’ their sports offer for June’s UEFA Euro football tournament will likely benefit from sports enthusiasts returning to watch Wimbledon and the Olympics – and with that goal in mind, Star Pubs is spending a record £250,000 helping licensees get themselves match ready.
Consumer research undertaken on behalf of Star Pubs has found that 44% of pubgoers intend to watch the Euro matches in a pub. Of these, half plan to watch with friends, 27% with their partner and 18% with family.
The most important qualities customers are looking for when choosing a pub for these football occasions are a great atmosphere (33%) and a good view of the screens (24%).
To maximise this revenue opportunity, Star Pubs’ £250,000 – its biggest ever investment in a single sporting event – will be funding a marketing package to drive footfall and make each match an occasion.
In addition to external point of sale and social media assets, Star Pubs’ tournament support will include ‘experiential’ items – such as football clappers – to build atmosphere during the games.
The pub company’s sport focussed venues will also benefit from kits from Heineken brands designed to enhance the experience. In total, 800 Heineken kits will be distributed with branded fixtures posters, stack cups to ensure speed of service, ice buckets to help drive bucket deals and social media assets to encourage footfall.
Star Pubs’ retail director Cathy Olver, said: “The Summer of sport is a real opportunity for pubs. In addition to interest from pubgoers in watching football in pubs, the research we commissioned revealed that 39% intend to visit a pub to watch the men’s UEFA Champions League Final, 33% the Olympics, 25% Wimbledon and 21% the UEFA Women’s Champions League final.
“Creating a sense of occasion and a fantastic upbeat atmosphere are what matter most. So those pubs that nail the European football tournament will benefit from sports enthusiasts returning to watch other Summer games.”
