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Pool is the biggest crowd puller in pub sports, with five million people regularly playing at least once a week.
As you would expect, there are no shortages of pool tables, and an estimated two-thirds of all pubs have at least one on their premises.
And as Arthur Daley would say: "They're a nice little earner." But like most assets, they can be worked a little harder to earn even more.
Next month, licensees will get a chance to tap into the Pool Shark competition being run by Interbrew UK with the English Pool Association. The event, sponsored by Castlemaine XXXX, is open to teams from outlets stocking the Australian lager brand.
For players, there's the chance of having a bit of fun and maybe even walking away with some of the prize money totalling £24,000. Last year, more than 750 teams entered and Interbrew expects even more this year.
The impact of pool is clear
For licensees, there's a unique opportunity to cash in on interest in the competition. Colin Pedrick, Interbrew UK's managing director of on-trade sales, explains: "The impact of pool on pub business is clear from last year's tournament.
"Outlets enjoyed an average 26% increase in XXXX sales during the tournament, largely because the event attracted additional customers and encouraged regulars to drink more. Pool also reinforces the appeal of many pubs by emphasising their role at the heart of the local community."
The tournament is organised so that even teams knocked out in round one get the chance to play in a plate competition worth more than £5,000, thereby ensuring pubs get at least two nights' trade from the event.
Pedrick believes many outlets aren't realising the full business potential of pool, despite the sport's popularity. He says: "Pubs that offer good facilities and use them to create and take part in events can attract a significant amount of customers and retain them in the long-term. It's a fact that having a pool table can generate between £200 and £400 per week in table revenue alone, with the added opportunity to increase beer sales."
Special tournament support
Interbrew will be offering special support for the tournament, including re-baizing tables with XXXX Pool Shark logos, branded balls, cues and triangles, together with promotional material such as posters.
Punch's director of machines and vending, Reg Mayhew, also thinks pool is a valuable weapon "in the ongoing battle to get potential customers off their sofas and back into pubs", but only if licensees look after their tables.
Mayhew advises licensees: "Think of your pool table in the same way as your big-screen television. On its own, it doesn't add much to your business. But position it, market it and maintain it correctly and it can drive footfall and increase the customer spend."
Punch plans to run a competition for pubs within its estate, which is scheduled to start in May with £7,400 in prize money, of which £2,000 will go to the winning team.
