7 ways to score a winner with the Euros (and Wimbledon)

With many punters unable to attend the big Euros 2021 games in person, expect to see more customers heading your way to soak up some of the game day atmosphere. Here’s how you can put on a winning formula to keep them coming to your venue

1. Got a TV? There's your opportunity

Customers will be looking for new places to watch the games and enjoy a great atmosphere, so if you have a TV but don’t normally host sports events, reconsider for this year. It’s likely there will still be limits on the number of people allowed inside venues (especially for the games before 21 June). The tournament runs 11 June – 11 July. Check out what type of licence you need, in plenty of time, weighing up the costs versus the extra takings you could gain and whether it would be worth the additional outlay.

2. Drinks deals

Drinks promotions are big news for football tournaments. Think about special deals on drinks from the competing countries. Or what about a great offer on customer favourites such as Heineken®. As the Official Beer Partner of the Euros and the number one brand customers associate with sport, Heineken is a must for your bar*. Make sure you’ve got no- and low-alcohol options as more customers are looking to moderate their alcohol intake by as much as 50% in a recent survey – Heineken 0.0 available on draught or by the bottle is a great option.** Pitchers of beer are an alternative for a deal and with less trips to the bar they will help with social distancing too.

*Toluna survey, October 2020, 18-64 beer drinkers. ** IPSOS RESEARCH AII LAD consumers in the UK n=424, 0.0 drinkers n=186


Someone pulling a pint
“Venues took on average £886 extra on drinks sales during England’s winning World Cup 2018 games”
- CGA Volume Pool

3. Drum up regular support with prizes

For every customer who buys a drink or food before or during the game, off er them a raffle ticket to be entered into a prize draw. When the whistle blows at the end of the match, pick out the victor. As a prize, get them coming back by offering a round of free drinks or a meal when they next visit.

4. Sizzling snacks

Nuts, crisps and beer strike a perfect match. Get fully stocked on your most popular snacks such as Pringles and throw in some interesting extras like KP Spicy Chilli Peanuts or Sweet Chilli Cashews. Consider a drink and snack promotion to increase cross-selling opportunities.

Pints of beer and nuts
“7.9m people visited the on-trade for a World Cup occasion in 2018”
- CGA BrandTrack 2019

5. Loyalty pays off

Encourage customer returns for every game with a Euro loyalty card. Customers get a stamp for every drink or snack bought and when the card is completed, they get a free bag of crisps, nuts or a half pint at the final game. Alternatively, provide a voucher for 20% off food for the next game day.

6. Don't forget the non-fans

Be mindful of those customers who aren’t interested in watching the games. If possible, section off the area with the TV, or show the games outside if feasible (and the weather is friendly!). Make sure these customers still feel looked after.

People watching football game

7. Bitesize success

Score big with your bar snack menu. Hand-held bites are quick and easy to nibble on during the action. Halloumi fries, samosas, cod goujons with a tartare dip and mini sliders would all go down well. Try crisps or nachos with this amazing Beer, Cheese and Chorizo mega dip.

How to ace Wimbledon

All being well with the Covid-19 restrictions easing, you should be able to operate as normal for Wimbledon this year. So, get the games on the TV, stock up on strawberries and fizz and make sure customers know your venue is the place to be.

Go classic

Bowls of sweet British strawberries drizzled with cream are the perfect accompaniment to the tennis. Offer a glass of prosecco for a few pounds extra to complete the Wimbledon deal. And don’t forget a bottle of Evian, The Official Water of the Championships, which is bottled in 100% recycled plastic* and is 100% recyclable.

Go premium

Impress customers with the ultimate Wimbledon picnic pack – Scotch eggs, scones, smoked salmon sandwiches, Eton mess and fizz cocktails. For those looking for a non-alcoholic option, go for Robinsons Summer Cordial. Serve with sparkling or still water for the perfect refreshment on a sunny day. If the weather is looking good and you’ve got a big screen outside, you could even hire out deckchairs to capture that Henman Hill/Murray Mound feeling. Here’s hoping for a sunny tournament!

*Evian single 1.5l and single 750ml bottles are made from 100% recycled material. Cap and label don’t yet contain recycled plastic.

At the time of going to print, the Euros and Wimbledon were due to go ahead. Fingers crossed it stays that way!

Tennis rackets on grass with punnets of strawberries
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