Star operators prepare for Six Nations action

Star Pubs & Bars has reported an anticipated record participation around rugby's Six Nations among its 2,400 pubs.

All of its Just Add Talent (managed) operators and half of its leased and tenanted licensees are getting behind the championship, which begins on 5 February, opting-in to receive free rugby promotional kits. This is a 70% spike on average opt-in rates compared to last year.

More than 1,000 pubs across the Star estate have signed up to receive the free promotional materials, which include external signage, flags, bunting, posters, match day offer cards, social media images, gifs and content, as well as Guinness official Six Nations branded items.

“Rugby viewers differ from the average pub goer and typical football fan, with more mixed groups and families enjoying the sport," says John O’Connor, head of digital and retail marketing for Star Pubs & Bars. "Their broad appeal makes rugby matches a fantastic revenue driver and a great way of increasing dwell time and spend - and with 44% of sports fans saying they plan to watch the 2022 Guinness Six Nations live in a pub, the revenue potential of the championship for pubs looks better than ever."

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