The Rugby support package, provided to all managed pubs and half of Star’s leased and tenanted sites, will include promotional materials such as signage, flags, bunting, posters, match day offer cards, and social media content as well as Guinness official Six Nations branded items.
Star Pubs & Bars head of digital & retail marketing John O’Connor said: “Rugby viewers differ from the average pub goer and typical football fan, with more mixed groups and families enjoying the sport.
“Their broad appeal makes Rugby matches a fantastic revenue driver and a great way of increasing dwell time and spend - and with 44% of sports fans saying they plan to watch the 2022 Guinness Six Nations live in a pub, the revenue potential of the championship for pubs looks better than ever.”
Regaining lost ground
A record number, more than 1,000 of Star’s 2,400 pubs, have signed up for the free promotional package, a 70% spike on last year’s average opt-in rates.
Heineken stockists who signed up for the Rugby support package also had the option to register for geotargeted adverts offering consumers a free pint of Heineken at their local Star pub, with Heineken reimbursing licensees the full RSP of any pints given away within 72 hours.
O’Connor added: "Our rugby support package is designed to put more money in our publicans' tills, so we are delighted the take up is so high. This is a really massive sporting event, falling at a key time of the year.
“The level of engagement demonstrates how keen pubs are to make the most of every event and regain lost ground after two years of lockdowns and restrictions.”
A real boost
In addition to the support packages, 123 flagship 'Rugby pubs' will be given support from Diageo & Guinness, including inflatable goal posts to attract footfall, staff uniforms and bunting.
Licensee of Ye Olde Marquis, the oldest pub in Colchester, Marc Innes said: "At the moment everyone is happy for any event to be going ahead.
“This will give a real boost to the Six Nations this year. We received all our promotional support before Christmas giving us plenty of time to plan in advance.
“We've decked out the pub and will be introducing new dishes on our menu linked to the championship to enthuse customers who might not normally watch the Six Nations. We're also looking forward to increasing footfall on the back of the geo targeted advertising."