Carlsberg: Pubs set to score with £60m windfall from Euro 2016

By Mike Berry

- Last updated on GMT

There will be more games at Euro 2016 than in previous tournaments, meaning more opportunities for pubs to cash in
There will be more games at Euro 2016 than in previous tournaments, meaning more opportunities for pubs to cash in

Related tags United kingdom England England national football team

This summer’s Euro 2016 could provide a bonanza for pubs to the tune of at least £60m, according to Carlsberg UK.

The brewer – which is official beer partner of the England team and the championships itself - said the figure, which is based on sales data from previous football tournaments, could be even greater dependent on the performance of the competing home nations.

Carlsberg research shows one third of fans are undecided as to where best to watch football and need encouragement to visit pubs, and a third of pub goers that do visit want to make a bigger occasion of it and stay longer.

Trade support

As part of its on-trade campaign, the brewer will make 10,000 PoS kits available to licensees throughout England, Wales and Scotland that include fixture posters, planners, flags and wigs to help add to the consumer buzz surrounding games.

Carlsberg UK’s Premier Sports Club, which has about 3,000 member pubs, has been re-launched as a digital support tool in time for the tournament and will provide a range of tools including exclusive social media content to help drive footfall.

Euro 2016 England fixtures

Sat 11 June - England v Russia 8pm
Thur 16 June - England v Wales 2pm
Mon 20 June - England v Slovakia 8pm

Alongside this, 50 pubs in England and Wales will be renamed ‘The Three Lions’ and five specially selected outlets will get a visit from an England football ‘legend’.

'Big opportunity'

David Scott, director of brands and insight at Carlsberg UK, said: “We know that 75% of pub goers watch football, presenting publicans with the perfect opportunity to engage existing customers and draw new ones in.


“This year is particularly important for the home nations with England, Wales and Northern Ireland all having qualified, meaning there are more matches and more opportunities for pubs. Licensees must capitalise on this as an opportunity not to be missed.”

Standard lager remains the most important drinks category during live football in pubs, with data showing it can add an uplift of c60% to an outlet’s rate of sale.

The tournament takes place in France from 10 June to 10 July and will see 51 matches played – more than ever before.

Consumer activity

Other activity will see Carlsberg asking football fans to "substitute club for country" and get behind the home nation teams once the Premier League season has finished.

A series of stunts, to be revealed in the lead-up to the tournament, will help football fans to "substitute the ordinary for the extraordinary" in everyday situations and win VIP tickets to watch matches in France.

Voting via social media will also give fans the chance to pick their man of the match and goal of the tournament, with the chance to win a trip to the final.

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