Summer of sport: it's an open goal!

Sport will really help drive footfall back into pubs and bars over the coming weeks. And with a schedule that starts with the UEFA European Championships and combines both the ever-popular Wimbledon, sponsored by Robinsons, and the Olympics, there’s something for everyone this summer.

The Euros in particular look like a real money-spinner for venues across Britain with rejuvenated English and Scottish national teams facing off in a historic Friday evening clash on June 18, while Wales will face Italy in Group A.

If you plan on showing the sporting events this summer, you can reap the rewards by advertising this and doubling down with themed drinks and events to add to the sense of occasion.

Veteran operator Eric Drought said: “Sport like this is a really easy sell, with big match days coming up, marketing and advertising will be your best friend, if you have the resources to be able to be able to showcase the days well. Try pairing inventive drinks offerings, perhaps focused on national sides or particular athletes, and pre-ordered package deals so that anyone coming in gets the most out of their stay.”

Although the lifting of restrictions has now been pushed back four weeks, meaning the European Championships and Wimbledon will take place before restrictions are expected to be fully lifted, there are plenty of ways that outlets can use the rules to their advantage.

Lachlan agreed. “As we all know you have to spend money to make money but that might not be feasible right now. So, if it’s not possible to fork out on a huge LED display screen for the pub garden then there’s other options. Big projectors for displaying sport are a great choice, these are often a lot cheaper than what people imagine.

“Encourage fancy dress for the big sporting dates in the diary, quizzes, DJs, and bookings well in advance. People will enjoy the enhanced experience and be desperate to come back. But remember to advertise on socials long before the events so that tables fill up early giving you time to prepare staffing and stock projections.”