Six Nations: Case studies

As the teams are putting together their strategies on the training paddock, so licensees around the country are finalising their preparations for the Six Nations. Here's how a selection are readying themselves for the Big Kick-Off…

Punch licensee Nathan Freemans is planning on making full use of four large plasma screens and playing rugby-related music at the Boot Inn, in Sutton Coldfield, West Midlands.

Nathan says: "We have a large rugby following locally, so make a big deal of supporting the Six Nations tournament. We decorate with banners and posters, dress up in rugby shirts and generally get into the spirit."

He is planning to reorganise the furniture to be more practical on match day, and has thought long and hard about offers to drive people into the aptly named Boot. "Layout is key - we always rejig the tables to make sure that as many people as possible can see the screens," explains Nathan. "We also put on easy to eat food and table service.

"There is definitely a big surge in trade so we make sure we take full advantage of all the promotional kits on offer. We also try to get hold of a couple of tickets for the game and raffle them off - that always proves very popular."

Meanwhile, Charles Wells tenanted pub the Jolly Sailor in St Albans is hoping that its high tech screens and integrated sound system can pull in the rugby crowds.

The Jolly Sailor has five TVs, including one large plasma screen. Due to the set-up, games can be shown in just one or both bars. Paul explains: "One of our best selling points for the big rugby games is that the TV sound is wired up to come out of the music system rather than the TV, so it has the effect of surround sound. If you generate the right atmosphere, it feels like you're actually in the stadium."

Paul operates a special match day menu of items like burgers and baguettes washed down with jugs of Bombardier ale. The pub's customers can also get table service during the games.

He believes that brand promotions go down particularly well with rugby spectators. "Last year we ran promotions to win a rugby shirt with Wells Bombardier and mini rugby balls with Guinness," says Paul. "They were good quality merchandise that stimulated purchase and I'm hoping to run similar promotions during this year's Six Nations."

Six Nations coverage is being advertised on A boards outside the pub, as well as on its website.

"Rugby is becoming more important to us," says Paul, "We have to look at ways of using rugby to try and bring in new customers and convert them to regulars."