Enterprise plans 'mini stadium' pub atmosphere for Rugby World Cup

The pub company has drawn up a nine point support package ahead of the 48-match tournament running 18 September-31 October, guiding preparation for the 460,000 fans from around the world expected to visit England and Wales.

Publicans can take advantage of free Rugby World Cup material including external banners, fixture lists, bunting, drip mats and pint carriers.

There will be rugby-themed cask ales throughout September and October, hand-held food promotions from Brakes, and advice from the Enterprise website and the company’s monthly Deals & Ideas​ magazine.

A six-page ‘making the most of…’ guide will offer hints and tips, and pubs close to match venues can get support from Heineken, which has a portable bar for hire capable of dispensing 249-pints-per-hour.

Enterprise sales and marketing director James Armitage said: “There are myriad opportunities for publicans to capitalise on this massive sporting competition coming to England and Wales, and we’re pulling out all the stops to support them.”

Matches are scheduled at 13 venues including Twickenham, Wembley Stadium, Manchester City Stadium, and Cardiff’s Millennium Stadium.

“As well as providing materials, we’re also happy to offer suggestions and advice. For example, pubs near venues can run pre and post-match offers to attract fans walking to and from games. Others could run ‘adopt-a-country’ competitions to encourage repeat visits during less high profiles encounters, and feeding hungry supporters is an obvious opportunity to increase food and snack sales,” Mr Armitage said.

Enterprise research revealed 80% of customers choose the pub they watch sport in based on atmosphere.

37 of the 48 games will be played on a Friday, Saturday or Sunday.

Group matches include England v Wales (26 September), England v Australia (3 October), and Australia v Wales (10 October), which are all Saturdays.