Star Pubs Invests Over £100,000 to Promote Women’s Sports This Summer
In a significant move to capitalize on the growing interest in women’s sports, Star Pubs has announced an investment exceeding £100,000. This initiative is aimed at enhancing the pub experience during major sporting events such as the upcoming 2025 Women’s Rugby World Cup and the Heineken-sponsored UEFA Women’s EURO.
Engaging Pub Communities
With a surge in popularity surrounding women’s sports, Star Pubs anticipates that over a thousand pubs will participate in their complimentary Women’s Euro kits, which include:
- Posters
- Fixtures Display
- Decorations
- Table Talkers
- Digital Assets
Additionally, around 800 pubs are expected to utilize the free promotional packs for the 2025 Women’s Rugby World Cup, which will consist of both digital and printed point-of-sale materials, along with Heineken-branded staff t-shirts, drip mats, and flags. This assistance aims to cultivate a vibrant atmosphere conducive to viewing these events.
Supporting Sports Through Strategic Investments
Star Pubs’ commitment to women’s sports expands upon their broader multi-sport marketing initiatives. The company aims to help pubs develop a sports-friendly reputation ahead of significant sporting occasions.
Insights from Star Pubs
Cathy Olver, Retail Director at Star Pubs, noted the growing momentum for women’s sports: “Interest in women’s sports has been gathering momentum in the last few years. Research reveals that over half of fans of women’s football developed their interest in the last four years*.” She expressed optimism about the upcoming UEFA Women’s Euro, anticipating that viewership will surpass that of previous years, particularly following England’s successful performance last time around.
Impact on Pubs and Communities
Data from 2022 indicates that pubs showcasing the Women’s Euro experienced a remarkable 64% increase in sales. The forthcoming events are expected to attract significant foot traffic, especially if England or Wales perform well, allowing extended licensing hours. Olver highlighted the family-friendly nature of both women’s football and rugby, which could broaden revenue opportunities for pubs by catering to families and groups gathering to celebrate.
Olver concluded, “Pubs are recognized as central to the fan experience, so creating the right environment is key. Pubs offer atmosphere, facilities, and refreshments and are embedded in local communities, making them the ideal place for groups and families to come together and celebrate major sporting occasions.”
