Star Pubs recognises F1 as footfall driver
Star Pubs is getting behind Formula 1 for the first time.
As pub and bar operators look for extra events and occasions to draw in guests, one of the large UK pubcos is encouraging its operators to consider Formula 1 as a footfall driver.
Star Pubs is getting behind Formula 1 for the first time, with £50,000 worth of Heineken-branded support for its operators and licensees, including pint giveaways, merchandise and a chance to win British Grand Prix weekend grandstand tickets.
The activity is designed to help drive traffic into its pubs in May and encourage fans to stay longer.
"Formula 1 is becoming one of the most watched sports in pubs, so it deserves support," says Cathy Olver, Star Pubs retail director. "As well as attracting a growing fan base, the good news for licensees is that those fans stay in the pub 30% longer than other customers and spend more money. Their spend is on average 15% more than tennis, cricket, golf and even rugby."
Showing support
Participating pubs in the Heineken-owned estate will receive free point-of-sale kits, including posters and tent cards with QR codes, which customers can scan for the chance to win either a free pint in England or merchandise in Wales and Scotland, and be entered into a free draw for two pairs of Qatar Airways British Grand Prix 2025 weekend tickets.
The tickets will include glamping and travel expenses. Social media assets will also be provided to pubs to raise awareness of their Formula 1 promotion.
"The package of support helps drive traffic to our pubs and create excitement, entertainment and that all important atmosphere that is essential for live sports," adds Olver.
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