The AdVans have targeted areas close to the home grounds of football clubs across both countries, including Tottenham Hotspur, Manchester City and Cardiff City on match days, capitalising on the high footfall in surrounding areas with sports fans and pubgoers alike.
According to research conducted by Sky (source: Ipsos OOH Viewing Panel May 2022), 79% of pubgoing sports fans plan to watch the tournament in a licensed premises.
The same research showed more than two thirds of pubgoers are more likely to watch the World Cup in a venue where they’ve viewed Sky Sports fixtures previously, with this activity highlighting those premises to keep them front and centre in pubgoers’ minds.
The AdVan van activity, which is the first in a series organised by Sky in the lead up to the World Cup that kicks off on Sunday 20 November, supports customers by raising awareness of local licensed venues.
The initiative forms part of Sky’s Everyone Loves a Local campaign that aims to put pubs and clubs into the spotlight, encouraging their customers to support their local during the 28-day long tournament.
Pub names listed
In keeping with the “supporting your local” theme, Sky has adorned the advertising vans with images of local footballing heroes who will be at the World Cup finals in Qatar, including Wales hitman Gareth Bale and England forwards Harry Kane and Phil Foden. A list of local pubs in each area accompanied the football stars’ images to acknowledge the close link pubs and football players, and highlight where the World Cup can be watched in the on-trade.
Brian McDonald, licensee of the Canton Cross Vaults in Cardiff, said: “I couldn’t believe it when I saw the van driving around the area and it had the name of our pub on it. The advertising vans will help to put us firmly on the map. Every little bit of support is much welcome and we’re looking forward to a successful World Cup for both pub and country.”