Star licensees offered Rugby World Cup kits

Star Pubs & Bars is making a £170,000 investment in providing free promotional Rugby World Cup kits for its pubs.

According to the pubco, 60% of its 2,400 pubs are expected to get behind the event this year, which begins when hosts France take on New Zealand on 8 September.

A life-sized cardboard rugby player standee is the focal point of the Rugby World Cup kit. The design allows customers to put their face through the cut out and take selfies, encouraging them to create their own social media posts, advertising rugby at the pub.

Other kit contents include fixture posters, flags and bunting, as well as social media assets to highlight the occasion.

In addition, there will be digital activation to engage customers with the opportunity to scan QR codes for the chance to win rugby-themed prizes.

"We know from previous experience that more pubs show the Rugby World Cup than regular rugby matches, plus, the World Cup is in our time zone and on terrestrial TV, so this year we’ve created more free kits than ever," says Cathy Olver, Star Pubs & Bars retail marketing director. "Elements like the standee and QR code scanning digital engagement help build a fun atmosphere and sense of occasion that customers can’t replicate at home. And with Ireland, Scotland, England and Wales all ranking in the tournament’s top 10 teams, there’s a lot of home interest in the tournament that could continue until the later rounds."

You may also be interested in…