Euro 2016 to give ‘£60m boost’ to pubs

Carlsberg says the Euro 2016 football tournament could be worth an extra £60 million to UK pubs and bars this year.

Euro 2016 takes place in France from 10 June to 10 July (Photo: Carlsberg)

Carlsberg said the tournament, which will be held in France from 10 June to 10 July, represented a “huge opportunity” for UK pubs.

As well as generating in excess of £60m in additional revenue – according to a CGA-managed EPOS – Carlsberg’s research suggested hosting live broadcasts of such events could contribute a 60% uplift in pub sales.

“Euro 2016 is a huge opportunity for pubs,” said David Scott, director of brands and insight at Carlsberg UK.

“Football tournaments are worth more than £60 million to the on-trade and live football can add an uplift of 60% to an outlet’s rate of sale.

“We recognise the importance of this opportunity and we’re investing heavily to help our customers encourage football fans off their sofas and into the pub.

“We know that 75% of pub-goers watch football, presenting publicans with the perfect opportunity to engage existing customers and draw new ones in.

“This year is particularly important for the home nations with England, Wales and Northern Ireland all having qualified [for Euro 2016], meaning there are more matches and more opportunities for pubs. Licensees must capitalise on this as an opportunity not to be missed.”

As the official beer of Euro 2016 and the England team, Carlsberg revealed the data at the launch of its marketing and communications campaign for the event at Wembley Stadium.

The beer giant’s campaign encompasses trade activations, broadcast activity, marketing stunts and consumer giveaways aimed at helping pub licensees to unlock the tournament’s potential.

The company revealed that its iconic ‘If Carlsberg Did…’ campaign will focus on ‘substitutions’ in the lead-up to and during the tournament.

Among Carlsberg’s promotional initiatives, well-known local pub signs such as The Red Lion will be substituted with patriotic alternatives such as The Three Lions.

A series of stunts will also be revealed in the lead-up to the event to help football fans to “substitute the ordinary for the extraordinary in everyday situations”. The brand will also give fans the chance to win tickets to watch matches in France.

Substitutions campaign

‘If Carlsberg did Substitutions’ will be supported by a four-week outdoor campaign with 1,500 panels across the UK reaching 72% of all UK adults, the company said.

The panels’ messages will encourage fans to put their rivalries aside and substitute support for their club with support for their country.

In addition, five to 10-second TV idents will be shown during 15 matches broadcast on ITV, including the tournament’s semi-finals and final, while perimeter LED advertising boards will highlight the brand at every match.

Pubs throughout England, Wales and Scotland serving Carlsberg will benefit from the brand’s sponsorship of the tournament with 10,000 point-of-sale kits, including fixture posters, planners, flags and wigs.

Carlsberg UK also announced that its Premier Sports Club – an online platform allowing pubs showing live sports to create content for their digital channels – has been re-launched in time for the tournament. The platform will provide a range of tools, including exclusive social media content, to help drive consumers to pub outlets, Carlsberg UK said.

For the first time ever, Carlsberg will also be presenting supporters with the chance to vote for their official Carlsberg man of the match through a live voting platform, which includes rights to show footage of goals and other match highlights.

Euro 2016 will see 51 matches played by Europe’s top footballing nations, with each match expected to attract an estimated 150 million live spectators.

Spain are the reigning champions, having won the trophy in 2012 and 2008. France are considered the marginal favourites, closely followed by Germany and Spain, then England and Belgium.

Ten stadiums will be used in nine cities across France, with the final taking place at the Stade de France in Paris on the evening of 10 July.

Roy Hodgson is scheduled to announce the England Euro 2016 squad on 12 May, while the squad will arrive in France for the tournament on 6 June.

England’s first game is against Russia in Marseille on 11 June. Hodgson’s side then play Wales on 16 June in Lens, with the final group game against Slovakia on 20 June in St Etienne.