FEATURE - Euro 2024

FEATURE: Know the score with the Euros

By Matt Eley

- Last updated on GMT

Back of the net: score big with the Euro 2024 tournament (credit: Getty/Aksonov)
Back of the net: score big with the Euro 2024 tournament (credit: Getty/Aksonov)

Related tags Sport Hellmann's Football Multi-site pub operators Pubco + head office Finance

Once the final whistle is blown on the domestic football season, the attention of fans will quickly veer to Euro 2024.

England and Scotland head to Germany for the first major men’s summer football tournament without any trading restrictions since 2018.


Serve up crowd pleasers with Hellmann’s Mayonnaise ​

Hellmann’s are proud and excited to be an official partner to the UEFA Euro 2024 tournament ​this year. This major culture event is a brilliant opportunity for your pub or bar to boost food sales as footfall increases. Why let drinks enjoy all the action? ​

Every major football event brings not only excitement on the pitch but also a surge in sales and foot traffic for pubs and bars. While drinks often take centre stage, the Euros 2024 present a unique opportunity to elevate your menu offering.​

In recent years, sharing and small plates have become increasingly popular, giving customers the opportunity to sample different food options without committing to a full meal. This is perfect for the Euros where fans are looking for quick and tasty bites to accompany the action.​

Some 45% of consumers purposefully order small or share plates so they can try something different1​, they are easier for the kitchen to prepare and match major sporting events perfectly as customers flock for a drink to watch the game. ​

As proud sponsors of the tournament, Hellmann’s have curated a UEFA Euro 2024 themed recipe guide​ so you can impress your customers with delicious and innovative small plates linked to major teams in the tournament.​

The perfect opportunity for customers to try something new, and one that perfectly complements the game! So, grab your free guide and team up with Hellmann’s to elevate your bite-sized game this football season.​

Click on this link to find out more​.

1​CGA by Nielsen IQ, Food Insights, Aug 2023​

It’s a huge opportunity for pubs to enjoy some bumper crowds, with Fanzo’s Sports Report: Summer 2023​ identifying 83% of fans plan to watch men’s football in the pub.

Here’s The Morning Advertiser​’s guide on making sure supporters come to you to enjoy the highs and lows of Euro 2024.


Getting the line-up right is essential – and we don’t mean whether Southgate will play both Foden and Bellingham in advanced central positions.

The drinks you serve could make or break the summer so it’s well worth getting that particular selection spot on.


You don’t need to be a tactical genius to know that when the football is on, the beer will flow.

Will Rice, on-trade sales director at Heineken, says: “When it comes to types of drinks being consumed among pub goers who visit a venue to watch live football, compared to the average, beer over indexes at 64%, with half of these people opting for lager.”

Ludo Sports Bar in Bath

Stephen Groucott, on-trade category controller at Molson Coors Beverage Company, says balance is the key.

“Venues should take full advantage of the upcoming summer of sport by making sure they are well stocked with a balanced beer and cider range.

“Core lagers such as Carling, which remains the number one lager brand in Great Britain (CGA), are going to be popular due to their broad appeal.”

He adds pubs should also look to add a premium touch.

“For drinkers looking to trade up, world lager will be essential in forming part of a balanced range. The world lager category has increased its volume share of draught lager sales in the UK by 4.4% over the last 12 months (Source: CGA).”

Taste of the tournament

The official beer of Euro 2024 is German brew Bitburger. The brewer is producing on-trade packs for partners with pennants, banners, posters, beer coasters, sunglasses and pitchers.

Sebastian Holtz, Bitburger Braugruppe manager director sales and marketing, says: “As Germany’s number one draught beer brand, being a host runs in our veins. We will spare no effort to make sure all guests have a fantastic time.”

Alcohol free

While fans will not want too many no and low scoring games in the tournament, customers increasingly want their no and low options on the bar. This means providing both alcohol-free alternatives as well as a range of tempting soft drinks.

Promotional content


Maximise bookings for your events

Get set for the thrilling UEFA Euro 2024! With England's strong odds, it's a promising opportunity for pubs and bars, following the previous tournament's €1.9bn revenue.

To help operators during their planning for the Euros, Access Hospitality and DesignMyNight, an Access company, have drawn on years of experience in helping operators to maximise bookings and promote events, to create a free guide on how to enhance engagement and boost profits during Euro 2024.

Download the free guide​, where we cover essential tips on promotions, bookings, events and more to help you create a winning Euro 2024 experience:

  • Top tips for promoting your venue through SEO, focusing on customer preferences.
  • Strategies to attract crowds with Euro-themed events and offers, and promote them via targeted marketing campaigns.
  • Ideas to optimise space, increase bookings, reduce no-shows, and encourage upsells.
  • How ticketed events can pack venues and increase revenue.
  • Maximising match day revenue and enhancing the guest experience with order and pay-at-table technology.
  • Elevating game day excitement with Wireless Social's Predictor, engaging guests in score predictions and gathering valuable data.

Don’t be caught offside! Download your free comprehensive guide now, by clicking here​.

Pat Humphries, on-premise associate director at Coca-Cola Europacific Partners GB (CCEP), says: “An important part of creating a great experience is being able to offer consumers the drinks they want.

“Coca-Cola ​is synonymous with big sporting occasions and, as official sponsor of UEFA Euro 2024, we expect it to be front of mind for consumers this summer, so it’s worth letting customers know you’re serving it and that the brand will be running an exciting promotion throughout the tournament.”

Something for everyone

The appeal of major tournaments goes well beyond the hardcore football fan, so it is vital to ensure everyone is catered for.

Lennox Paul-David, general manager at Bath sports bar Ludo, says: “Our impressive drinks menu includes beverages that appeal to everyone – from those seeking a pint of the good stuff or draft, served as cold and quickly as possible; to those wanting to celebrate with a cocktail or bottle of something fizzy – and our pizza and pint offering is something we’re becoming known for, giving customers exactly what they want to enjoy while watching the matches.”

Speed of serve

It’s not just what you serve but how you do it. Customers will have a thirst on but they will not want to miss a second of the action by queuing at the bar. Buckets of bottles and fast lanes can all help here.

Coca-Cola Euros licensed

Steve Haslam, licensee at Star Pubs & Bars’ site the Bread & Cheese in Benfleet, Essex, says: “We have a beer station, a shot station and mobile bars outside to ensure speed of service. No one has to wait more than five minutes.”

Paul-David adds: “Speed of service is key, and we offer guests table service and the opportunity to order via app so they don’t miss those all-important, edge-of-the-seat moments. This extends from our bar and restaurant to our outside spaces too.”


Similarly, food service will need to be swift. Customers will want to eat but they are less likely to want to sit down for a three-course meal.

Tasty, hand-held options that arrive promptly will be your friend during the tournament.

As official UEFA Euro 2024 partners, Hellmann’s has curated a themed recipe guide​ with innovative small plates linked to major teams in the tournament.

The line-up includes an English sausage roll, currywurst, Padron peppers and the Dutch snack Bitterballen.

Hellmann’s brand manager Josephine Robert says: “Every major football event brings a surge of sales footfall for pubs and bars. But why let drinks enjoy all the action?

“Some 45% of consumers purposefully order small or share plates so they can try something different, they are easier for the kitchen to prepare, give customers something to enjoy without needing a full meal and match the social atmosphere of the game.”

Meanwhile, Stephanie Savage, operator of Admiral Taverns pub the Church Inn in Swinton, Manchester, is teaming up with a partner to provide the snacks.

​We’ll be working alongside a local business, Buzzy Bee, to provide each table during every England game with a complimentary selection of picnic-style nibbly bits to enjoy.”


Watching football in the pub is second only to being at the game itself and that’s because the atmosphere is such a great pull.

Key fixtures and dates

Germany v Scotland

Friday 14 June, 8pm

Serbia v England

Sunday 16 June, 8pm

Scotland ​v Switzerland

Weds 19 June, 8pm

Denmark v England

Thursday 20 June, 5pm

Scotland ​v Hungary

Sunday 23 June, 8pm

England ​v Slovenia

Tuesday 25 June, 8pm

Round of 16

June 29 July 2


July 5 & 6


July 9 & 10​ 


July 14

Pat Humphries at CCEP continues: “Some 41% of consumers surveyed said they choose to watch sports in pubs and bars because of the lively atmosphere (Source: Sky Business and CGA), so it’s important operators deliver an experience that cannot be replicated at home and will encourage repeat visits as the tournament progresses.”

Haslam at the Bread & Cheese has a plan in place for just that: “Before England matches, we have bands and singers providing entertainment to add atmosphere and get customers to turn up early.  

“With entertainment laid on after as well, people usually stay on to party after the games unless England are knocked out, in which case it’s one drink and then home.”

Star Pubs & Bars is spending more than £250,000 to helps its pubs maximise atmosphere by providing assets and experiential items – such as football clappers.

Outside space

Of course, the weather cannot be guaranteed – even in the peak of summer – but all being well, there will be an opportunity to crank up the crowds by making the most of any outside space.

Kevin McGhee is a multiple operator in Edinburgh who runs pubs including the Athletic Arms ­– also known as the Diggers – and small student venue the Outhouse.

The latter has the advantage of an outdoor area, which McGhee plans to turn into a mini fan zone.

He said: “We have capacity for 80 people so we are currently sourcing LED screens to use. The pub has never even had a TV licence so this will be a totally new thing for us.

“We are free of tie so we will be linking up with breweries for outside bars and going heavy on pitchers to keep things moving.”

Similarly, Godfrey Cook of SO40 in Totton, Southampton, can quadruple his capacity by filling his outside space. The popularity of his picnic tables and big screen set-up took off around the pandemic when outside socialising was the only option available.

He says: “It makes a big difference to us because people have got used to being outside. Some still prefer it.”

Screen time

Whether outside or in having top-quality audio-visual equipment is a must for the tournament.

Ludo menu and Lennox
Ludo menu and GM Lennox Paul-David

Cook continues: “We are talking to a couple of providers about getting big screens for the outside space. There are a few early fixtures that should be very good. We don’t usually open on a Sunday but we will for England’s opening game.”

Ed Martin, Ludo and ETM Group owner, says: “Our focus always comes back to the game, which is why we have excellent quality, UHD giant screens and a superb, top-of-the-range sound system.

“These are essential in providing an awesome environment with a real buzz; ensuring we deliver the premium sports experience we’re known for.”


Your team is even more important than whichever 11 takes to the field for England and Scotland.

You need numbers and you need to get your best workers in the right positions.

Haslam at the Bread & Cheese says: “We have to double staff on duty to 35, which means turning to family, friends and ex-staff. Everyone is required to be on duty from the pot washer to the MD.”

Cook at SO40 ensures staff are not only kitted out in England training shirts for matches involving the Three Lions but also wear shirts for other nations.

SO40 in Totton, Southampton, Hampshire

International appeal

England and Scotland might be the big draws but there are a total of 24 nations taking part in 51 matches across the month-long tournament. That means you have plenty of opportunities to bring in the football fans.

McGhee will be appealing to guests from all nations to come and watch the action in his pubs.

He says: “We know we will be busy for Scotland games but Edinburgh is an international city with lots of students and tourists so we will be showing every game and celebrating the tournament.”

Savage at the Church Inn will also ensure the pub has international vibes: “One of my favourite traditions here at the Church Inn is that we get our windows professionally painted with all the team flags and other Euros-related motifs to generate excitement within the community and spread the word that we're a football-friendly pub.”

Technological tactics

With more data and technology at their fingertips than ever before, pubs should make the most of this to drive trade.

Dan Brookman, chief executive of hospitality marketing platform Airship, explains: “Operators might want to target lapsed customers, and the Euros are a great opportunity to do this… operators can use the depth of data to ensure they are providing the right promotion, to the right people, at the right time, to drive footfall and additional sales, which can keep customers coming back again and again throughout the tournament.” 

How to promote football at your venue

Michael Gwilliam promotions
Michael Gwilliam

The sweepstake is as much a tournament tradition as penalty shootout heartache, but there are plenty of other ways to add an extra level of fun to proceedings.

Emma Cottam, marketing manager at Admiral Taverns, is encouraging pubs to try ‘Pick a Minute’.

​We would recommend customers pay £1 into a pot where the winner takes home half of the money and the rest goes to a local charity. Create a grid with 90 blank boxes numbered one to 90 then choose a category, eg, first goal scored or first yellow card and the customer has to choose the minute that it will happen in.”

Companies will also be running promotions to support the trade. Coca-Cola is giving customers the chance to win official Euro 2024 prizes such as training tops and footballs.   

Wi-Fi provider Wireless Social is ‘gamifying’ its service by giving sports fans who log on the chance to predict scores. If they get it right, they are rewarded.

Chief executive Julian Ross explains: “Whether that’s free drinks, free food or vouchers – it incentivises them to stay even after the event ends. This has benefits for operators, including increasing dwell time.”

If the game is on, you’ve got to let them know in-venue and online to get them in early.

According to Heineken, sales were up 55% of the pre-tournament average two hours before the England v Germany game kicked off. This grew to 282% up by kick off.

Will Rice at Heineken adds: “Before the match, it's valuable to promote the matches being shown both online and in the surrounding area, as well as take reservations and pre-match orders for food and drinks to streamline service.”

Suppliers such as broadcaster TNT Sports will be providing assets and posters for pubs to use throughout the tournament.

Social media campaigns are another way to drive footfall.

Michael Gwilliam is commercial director at brand engagement agency, XSEM, which has worked on a penalty shootout app with Carling.

He says: “Outlets may be able to take advantage of bespoke augmented reality designs for creating sharable social content among their consumers, or perhaps run a competition across their social media platforms encouraging sharing and tagging to create engagement and venue loyalty pre, during and post tournament.” 


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