Heavy promotions saw the cost of a pint fall by an average of 10p in the Off Trade during the summer of 2014, in the On-Trade prices rose by 8p. This, combined with big screen TV’s at home means that the trade needs to work harder attracting people into an outlet during big sporting moments.

We think the key to this, is making it about more than a game, creating a great atmosphere, engaging with customers and offering an experience unique to the trade. The atmosphere is critically important to sports fans. It’s likely the most crucial factor in your potential customers choosing where to watch a game. Beyond that, a great atmosphere can improve dwell time, increase spend per head and leave guests with positive thoughts of your outlet. Producing an outstanding atmosphere isn’t the easiest, it is comprised of many elements working together. Dressing your venue, getting your drinks range right and generating some excitement and fun all play critical roles.

A ninety minute drama, each story yet untold. The tension twists and turns, we watch it all unfold.
The heroes and the villains, the tears and the laughter. But no-one guarantees, a happy ever after.
Paul Cookson


Football, and specifically the Premier League, is the most significant driver of sales in the On-Trade, with the average pub seeing incremental sales of more than £30,000. While none of us know how well England will perform, the nation’s, possibly the world’s, greatest league is home to some of the globe’s most exceptional players, giving us hope of a bumper summer. Expect to see Manchester City fans watching Agüero, Jesus and Silva in games for their country, witness United fans watching De Gea closely (with Real Madrid fans watching him even closer) and Liverpool fans cheering on the newest Merseyside hero Mo Salah.

Even if your home nation didn't make it through to the finals, it doesn't mean you have to miss out on benefiting from the action. There will be many people in your local area wanting to watch. This includes local football fans keen on watching the world's best stars, English people in exile, expatriated nationals from Europe and Australia and Scotland, Wales and Northern Ireland fans supporting whoever is facing England. It's always worth taking note of local demographics and ensuring you're promoting the fixtures and events relevant to your community.

Around our Summer of Sport hub, you will find the ideas, insight, and tools you need in making this summer’s football about more than a game. Each section is supported by merchandising advice, point of sale packs and free downloads for you to get the ball rolling - click next down below to begin. Matthew Clark is here to help you in making this Summer of Sport the best summer yet for your outlet, so if you have any questions, comments or require any extra assistance, get in touch with us below;

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