The business conducted research and found the pubs that used its free 2022 Six Nations merchandise saw a £1,300 rise in sales compared to the sites that didn’t use the PoS material.
The kits on offer this year are worth £60 each and Star estimated 1,000 pubs are expected to take up the support.
They include PoS material such as posters, flags, bunting and ecoboards while there will also be online guidance to help operators maximise the occasion.
The tournament is set to start in a month’s time with Wales and Ireland kicking off the competition at the Principality Stadium on Saturday 4 February.
Furthermore, England and Scotland will meet at Twickenham also on the Saturday while Italy v France will take place at Stadio Olimpico in Rome on Sunday 5 February.
On Star’s investment, head of digital and retail marketing Cathy Olver said: “Analysis of drinks sales following last year’s Six Nations Championship demonstrates using merchandising effectively to promote sporting occasions isn’t just a ‘nice to have’ but makes a real difference to the bottom line.
“With the current economic pressures on consumers, it’s more important than ever to give them reasons to visit pubs and it’s a priority for us to support our licensees in maximising all occasions.
“Major sporting fixtures have been shown to have real pulling power, tempting people out of their homes and into the pubs to soak up that all-important match atmosphere.
“As pubgoers become more discerning about where and how they spend their money, it’s not enough just to show the rugby, pubs need to go all out to make watching it a fun and memorable experience.”