Rugby World Cup: Rugby conversion

THE RUGBY World Cup is set to draw huge numbers of sports fans to the pub to watch the tournament. Licensees are gearing up for the start of an event that, in many ways, will have an even higher profile than ever before within our shores.

The popularity of the sport has surged in the UK since England¹s victory in the last tournament four years ago. Broadcaster ITV says that 82 per cent of the available TV audience watched England ruck and maul their way to beat the Aussies in the 2003 World Cup final in Sydney, Australia. That tournament, staged on the other side of the world, meant matches took place early in the morning, our time. This time around, they will be at far more sociable, customer-tempting hours for UK pubs. In fact a number of the games are being staged in the UK. Despite it ostensibly being ŒFrance 2007¹, four of the matches are taking place in Cardiff, and two in Edinburgh.

So there¹s the sport¹s popularity, the sociable kick-off times and the fact that home cities will find influxes of fans to watch live games. This all adds up to pubs preparing to capitalise on a major boost to trade.

In Cardiff, Brains-owned the Old Arcade is a Mecca for rugby fans. Manager Gary Corp is looking forward to the matches taking place at the city¹s Millennium Stadium on September 15, 16, and 20 and October 6.

³The atmosphere on match days is second to none and the World Cup should be no exception,² he says. ³Not only does the pub attract Welsh fans, we also welcome hordes of visiting fans keen to soak up the match day experience.

And although we¹ll be busy, we can guarantee fans good service, with extra staff on hand to make sure customers aren¹t kept hanging around at the bar.² The Old Arcade, as on every match day, will remove much of its furniture to allow more customers through the door.

Plasma screens are at every turn so fans without a ticket won¹t miss a minute of play. Outward facing screens can even be viewed from the pub¹s smoking area. Food on match days will be entirely a hand-held affair and the pub will be decorated with bunting, flags and rugby posters.

Perhaps ominously for non-Welsh fans, Gary is planning on playing ŒWelsh anthems¹ from the likes of Tom Jones and replaying some of the Welsh team¹s greatest moments on screen.

Tri-nations series​

In Edinburgh, Greene King lessee Graham Blaikie plans to give his pub, the Mercat Bar, a Southern Hemisphere theme. Scottish fans will be drawn to this renowned rugby pub when their team plays at nearby Murrayfield on September 18 and 23 ­ but so will fans of their New Zealand opposition in the second of these games.

They will find Southern Hemisphere flags on the walls, South African sausages and kangaroo burgers on the menu, and Australian films on the screens in the run-up to games.

Graham says he managed to attract large numbers of Australians, New Zealanders and South Africans during the recent Tri- Nations series, a contest which pits these three rugby giants against each other. He explains: ³I found what happened was, through advertising that I opened early for the rugby, I had these Southern Hemisphere folk coming in. So I have said ahead of the World Cup that I will start sponsoring these teams.²

The Mercat Bar is licensed from 9am and has developed a reputation in Edinburgh as a pub where fans can spend an entire match day. ³When Scottish internationals are on, we find people coming in straight off the train from all over Scotland,² says Graham. ³They know that when they get in they can get a freshly-cooked breakfast and a pint.² Like the Old Arcade, the Mercat Bar will put away most of its furniture and reorganise for speedy service as kick of time approaches. It will reduce the choice at its bar to concentrate on volume and make sure its fridges are stocked up. The menu will also be restricted, and Graham hopes to sell a lot of fresh pies to fill up punters while they watch one of the pub¹s five large screens.

Hopes for booming World Cup trade are just as high south of the border. In Hertfordshire, a former Welsh international rugby player who now runs three sports pubs and sport-themed restaurant, is planning to recruit a Zulu dance group for the day of the England v South Africa fixture. ³We also know a local Morris dancing group, so they could even have a dance off!² says Alan Walters.

The licensee, who represented Wales at under 21 level, has four Punch leases in Hertfordshire ­ Druids Rickmanswoth, Druids Watford, Druids St Albans, and the Three Compasses in Aldenham.

³There¹s a good level of interest in rugby but events such as the World Cup can attract a new type of fan,² he says. ³All managers and staff at my pubs are rugby players so they get their enthusiasm and knowledge for the sport across to customers.

³We¹ll be advertising locally and promoting the matches we¹re showing, with barbecues and rugby memorabilia auctions to generate even more interest.

³It¹s also a great opportunity for rugby to attract more fans and players to the sport, by having a bit of fun and giving them the opportunity to join up with local clubs.

³Rugby is a really social sport that brings so many different types of people together, which is why the link with pubs works so well.² Meanwhile in Twickenham, the heartland of English rugby, one licensee is looking to repeat the success of recent rugby occasions, when he used offers and incentives to drive trade.

Terry Green, manager of the Winning Post, says: ³We had offers such as buy three pints of Wells Bombardier and receive a free T-shirt, and we gave away hats and flags during an England v New Zealand game. We kitted out our conference room in flags and bunting and used the Wells Bombardier flags as tablecloths.² It resulted in record ale sales. ³Over the week we sold 17 nines, and in one day we actually sold 11 nines,² Terry says.