Imogen Pudduck, Red Bull

'Everyone loves football, especially a major tournamet, even if they may be a little disappointed that England didn't make it this time. I would focus on what you know you do well as a sports bar and you should still be able to maximise on the opportunity that Euro 2008 still has.

There are always fun ways to get your customers involved and wanting to watch a match over a pint or two. Perhaps run a fantasy league competition where everyone picks a country or main player to support, with the winner getting the sweep stake. This way they will be rooting for a team to win, whilst competing against their friends and make a fun day out for all (not just the avid footy fan). You could also have themes relating to the major match of the day and the countrys involved - local drinks, food, even dress i.e perhaps serving German ale and dressing your staff in Lederhosen! Thinking about what each country is famous for and bringing it to life can be a really fun way to get your customers engaged and bring them back again. By advertising each match and your pub as a Euro supporter, you can draw in a crowd as customers are looking for a real experience when they go. Perhaps produce a league table with dates and matches you will be supporting. This way you can make the most of the whole event and not just the games that England would have played - well they say every cloud...!'