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♪ On the first day of Christmas, gave to me… all the business-building tools I need!

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Recent figures have shown that over two thirds of the British population will visit the on-trade this Christmas season[1]​. However, it is not just about turkeys and Christmas puddings. Sky Sports have got an festive line up too, all supported through which takes the pressure out of promoting the fixtures.

Sky Sports will show 46 games in 33 days across the festive season, including 17 Premier League games with a top 6 head-to-head every weekend in December. Plus, enjoy 22 games from the EFL, including a triple-header of fixtures on Boxing Day and New Year's Day. And, if that wasn't enough, they’ve got five games from the Scottish Premiership including the Edinburgh Derby and Old Firm Derby, alongside two Carabao Cup quarter-final ties, all designed to keep your venue busy over the festive period.

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Christmas is the busiest time of year for any licensee, with what seems like endless bookings of Christmas parties and an never-ending pileof  brussel sprouts, however, Lisa Moore at The Victoria in Walshaw makes the most out of the festive fixtures too. The Victoria is a multi-award-winning, family-friendly bar, restaurant and guest house on the verge of the countryside, offering good quality local food, drinks, entertainment and accommodation.

“No matter what the time of year, sport is a big pull for us. Christmas is no different. Yes, the festive season is one of our busiest times of year, but our sports fans are our customers throughout the year so we are not going to forget about them at Christmas.”

Lisa continues, “We use the free posters and the Fixture Planner to promote in-venue and across our social channels. This really drives engagement for us and what we have found is that word spreads in a household, one person will see our post on Twitter or Facebook and then the entire family join us to watch the match and make a day of it, boosting our food and drink sales. For us, Sky Sports helps us spread the Christmas cheer further as everyone is always in a mood to celebrate!

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[1]​ CGA Insight, 2019

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