To help its licensees maximise the revenue opportunity presented by June’s European football tournament, Star Pubs is investing a record breaking £250,000 in a marketing package to drive footfall and create atmosphere.
The investment follows consumer research on behalf of Star Pubs which revealed that 44% of pub-goers intend to watch the matches in a pub. The research also shows that, of these pub-goers, half plan to view the matches with friends, 27% with their partner and 18% with family. It also highlights that the most important qualities they are looking for when choosing a pub for the matches are a great atmosphere (33%), and a good view of the screens (24%).
Star Pubs sport focussed pubs will not only receive external point of sale, social media assets, and experiential items – such as football clappers – but they will also benefit from kits from Heineken brands. 800 Heineken kits will be distributed with branded fixtures posters, stack cups to ensure speed of service, ice buckets to help drive bucket deals, all with the aim of enhancing the pub experience.
Says Cathy Olver, Retail Director, Star Pubs, “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.”