Summer of Sport: Sporting chance
Start planning and promoting your summer sports events now to pull in the TV crowds. Phil Mellows reports on the opportunities ahead.
No World Cup. No European Championships. No Olympics. Are publicans who rely on sport going to be watching the tumbleweed blowing across the bar this summer? Certainly, big sports events, especially football, have given the trade an important boost in recent summers as pubs have successfully mimicked the big match atmosphere.
Carlsberg reports, for instance, that last summer's Euro 2004 tournament brought the highest beer sales outside Christmas for two years. But licensees need not necessarily despair about the lack of footie. With a bit of imagination this year's two big international showdowns on the cricket and rugby fields can be turned to your advantage.
Tenanted pubs giant Punch Taverns is actively encouraging its lessees to do just that. "Even though there's not a major international football tournament this year, there are still plenty of opportunities for pubs to have a very successful summer," says Stephen Martin, the company's category manager for beer.
"We are offering a series of promotional offers to all Punch pubs to help support any sport-related activities they are looking to do. The message is simple - get organised and start promoting the events to enjoy a profitable and enjoyable summer of sport.
"The Ashes is set up to be the summer's biggest sporting event," he continues, referring to the historic cricketing clash that comes to England this year in five Tests from July to September, spiced up with several one-day internationals. With an England team that seems to have a good chance of beating the Aussies for the first time in 18 years there will be a huge amount of interest across the country. Pubs can get a great return from the nation's obsession with beating Australia as there are so many days of top-class cricket being played."
The second major sports event of the summer is the British & Irish Lions tour of New Zealand, which should see England's Jonny Wilkinson back in his kicking boots following a frustrating period of injury. Three Tests will be staged on three consecutive Saturdays - June 25 and July 2 and 9.
This one poses a special challenge for licensees. The antipodean kick-offs hit British screens at 8am. But if you run one of the many pubs with a strong rugby following, it will be worth the planning and effort to act now - as many discovered during the 2003 Rugby World Cup.
"Licensees will have to plan ahead and apply for extended licensing hours to make the most of this," warns Stephen. "Venues offering a hearty breakfast in front of the rugby are sure to do good business."
In addition to the cricket and rugby there is plenty of other sport scheduled over the summer. Remember, it's not just a question of screening the events themselves. Pubs are the natural home of sporting debate and by raising the profile of sport, licensees can make sure these important customers feel they are in the right place.
A breakfast feast to feed a pride of Lions
The eagerly anticipated British & Irish Lions Tour of New Zealand is shaping up to be the biggest event in rugby since the 2003 World Cup.
With excitement building among rugby-loving pub-goers, it offers a great opportunity for licensees to build business outside their normal hours or to attract new customers - but the 8am kick-offs require a little extra effort.
All three tests, as well as the build-up matches, are live on Sky and the broadcaster is aiming to help publicans take advantage of the opportunity with a new programme on the Pub Channel.
Manes and Starters is packed full of marketing tips, breakfast recipes and other trade-boosting ideas to help licensees pull in the rugby early birds. It features pubs already gearing up for the Lions tour, James Lovegrove, promotions director for The Publican's Regional Brewer of the year SA Brain, and Peter Linacre, managing director of Massive Pub Company, who describe what they are doing to promote and support games in their pubs.
Chef Richard Fox (pictured), gives step-by-step demonstrations of rugby-themed breakfast food including the "Seven Pointer" - a full English breakfast with seven items, and the "Conversion" - a bubble and squeak dish that converts leftovers into something tasty. There's also a healthy option, the "Rugby Bowl", a fruit salad and yoghurt dish served in half a melon.
More on SUmmer of Sport:
Phil Mellows looks at how to enhance your Formula One coverage and how to enjoy the summer weather even when there's a match on TV. Click here.
Click herefor details of the sporting highlights of the coming summer months.
