Six Nations: Driving Footfall During Rugby’s Big Month
February can be challenging for pubs and bars, but the Six Nations Championship is the perfect chance to turn things around. With high-stakes matches and passionate fans, venues can create engaging experiences that keep customers coming back.
Tips to Do:
Promote fixtures early and often across social media, email, and in-house signage. Highlight key matches as “must-watch” events and consider offering pre-match food deals or happy hour specials to draw in early crowds.
Create a rugby atmosphere by setting up dedicated viewing areas with big screens, themed decorations, and clear sightlines. Encourage staff to wear team colours or offer small branded items for fans. Music, chants, and interactive games during halftime make the experience memorable.
Boost sales with food and drink bundles, such as “pint + pie” deals, sharing platters, or rugby-themed cocktails. These simple touches increase spend per head and give fans a talking point that extends beyond the game.
Engage locally with mini-competitions, sweepstakes, or quizzes tied to match outcomes. Sharing user-generated content of fans in your venue builds a sense of community and encourages repeat visits.
What Pubs Have Done:
In Manchester, venues showed how creative programming can elevate match screenings into full event experiences. At Tank and Paddle, huge screens and a lively atmosphere were paired with a dedicated drinks line-up featuring cocktails such as Midnight in Dublin, Peach on the Pitch Marg, Baby Velvet and G-Bomb, plus a Guinness-focused bottomless brunch to drive bookings and extend dwell time. Meanwhile, O’Malleys combined live screenings with celebratory touches, offering a free Baby Guinness every time Ireland scored and giving guests the chance to customise their Guinness pint with a printed selfie. Together, these examples show how themed menus and interactive drinks can turn fixtures into memorable, revenue-driving occasions.