Star Pubs spends record breaking amount helping licensees maximise revenue from June's European football tournament

• Consumer research reveals that 44% of pub goers intend to watch this summer’s European football tournament in a pub.
• Nearly 50% of Star Pubs’ 2400 pubs plan to get behind the tournament
• £250,000 spend is Star Pubs’ biggest investment in a single sporting event.
• First pre-tournament free pint promotion to build loyalty ahead of games.

To help its licensees maximise the revenue opportunity presented by June’s international football tournament, Star Pubs is investing a record breaking £250,000 in a marketing package that will drive footfall and create atmosphere.

Consumer research undertaken on behalf of Star Pubs reveals that 44% of pubgoers intend to watch the matches in a pub. Of these, half plan to view the matches with friends, 27% with their partner and 18% with family. 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%).

For the first time, promotions will encourage consumers to visit participating Star Pubs’ English and Welsh pubs during May and June in advance of the tournament. Geotargeting will send a code to the phones of consumers who have opted in for promotions offering them a free pint of Foster’s, John Smith’s, or Strongbow at a pub in the area. Bounce back vouchers on beer mats will encourage consumers to return for the first match (Scotland v. Germany) with the offer of 10% off their group’s first round up to the value of £50.

In addition to promotions, 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.

Star Pubs sport focussed pubs will also benefit from kits from Heineken brands designed to enhance the experience for pubgoers. 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.