Star Pubs Pumps £208,000 into Football Support in Advance of June’s Tournament

• 1,235 retail marketing kits to be given away free to Star pubs
• 9 flagship pubs to get additional support
• Vertical eating menu launched to generate additional revenue
• 94% of Star’s managed operator pubs to screen World Cup matches

With The World Cup set to be the biggest sports event of 2026, Star Pubs is investing £208,000 in a bumper support package to help its licensee create atmosphere and maximise sales throughout the summer tournament.

In spite of the time difference, 94% of Star’s 250 managed operator pubs will be getting behind the event, with a large percentage of the leased & tenanted estate expected to follow suit.

In addition to providing guidance to operators on how to deliver an exciting fun football environment and keep fans in pubs for longer, Star Pubs is giving away 1,235 free retail kits. Contents will range from 6ft x 2ft fixtures displays, to signage, bunting and banners with fun animated social media assets provided to bring the tournament alive.

There will also be an opt in promotion for pubs to give away free pints of Heineken for the duration of the fixtures.

£50,000 is being invested in developing Heineken-themed sports zones featuring tabletop football at nine flagship high footfall leased and tenanted pubs around the UK that are renowned for sports. The sites will also benefit from upweighted merchandise including personalised point-of-sale such as bucket hats, shirts and bar runners.

In addition, Star Pubs has put together a Quick Bites menu in time for the tournament.

Ideal for vertical dining and live sports, it is designed to keep drinkers at the pub longer and creates an additional revenue earner. The dishes require minimal kitchen kit or expertise to make, being mainly freezer to fryer products, and produce minimal wastage. Included are a selection of small plates ideal for sharing or an “on fries” section that utilises the same meats. Dishes include favourites like southern fried chicken goujons, cheese chilli bites, taquitos and Tofoo satay bites.

Says Cathy Olver, retail director at Star Pubs: “Awareness and atmosphere are key when it comes to attracting and keeping fans happy and spending during football matches, especially during a World Cup, which has a broader appeal. We’re going all out to give our pubs the backing they need to build their own unique experiences for the summer’s tournament and get the tills ringing. We’re encouraging pubs to go early and go big with their marketing for maximum impact.

“Based on past experience the most popular games will see trade leap 40% and with a greater number of matches scheduled this summer, there’s even more to play for. The last tournament in a similar time zone boosted drinks sales alone by around 11%, and with England and Scotland in the mix, and hopefully Wales too, we’re expecting a huge lift on home-nation match days.”

CASE STUDY: TOURNAMENT READY WITH INNOVATIVE OUTDOOR BAR

The Crown at Alrewas – a top-quality local serving good food – has been promoting its transformation into a football pub for the duration of June’s tournament since January and has a simple but effective outdoor bar ready to cater for the crowds. Reflecting the tournament’s location, The Crown is replacing its normal menu with American cuisine and Mexican street food, plus a couple of British classics and a barbecue next to the outdoor bar. Licensee Grafton Hand purchased a 100-inch TV early to get a good price and has hired a side-less marquee with a stage for entertainment before key matches. Smaller outside screens and indoor TVs will offer further viewing options. To extend dwell time, seating will be first-come first-served, encouraging early arrival. Says Grafton: “The Crown isn’t a sports pub, but we get behind big tournaments and aim to make them memorable community events that residents can enjoy together. There’s already lots of interest from customer in our plans.”