How to score extra revenue with Six Nations promotions

Rugby fans want to watch the Six Nations in the pub. Here is how to fill your venue on every match day.

For many hospitality businesses, the Six Nations ranks below the sports events they plan around, because they do not see much value in it. The research says otherwise: MatchPint and KAM Media found that 44% of people wanted to watch Six Nations rugby live in a pub (Morning Advertiser, January 2022). The tournament runs from early February to mid-March every year, so each edition gives you five weekends to fill the room. Here is how to make the most of them.

Increase revenue with pre-booking promotions

Start promoting now, whatever the season. Create a sense of urgency and give your customers reasons to watch the games at your place. Feature your in-venue highlights: big screens, sound system, private booths, a wide selection of beers.

To encourage bookings, offer a pre-match menu with limited availability, or meal and drink packages guests can pre-order.

Create tailored email and SMS campaigns

Send a first overview email with the upcoming fixtures and your highlights around the Six Nations. Follow it with game-related booking reminders and last-minute availability texts, and make sure every message gives guests a clear way to book.

Always give customers the option to opt out of sport-related communications. Their choices help you build sharper audiences, which improves the performance of your next big-event campaign, from the World Cup to a summer of cricket.

Boost fan engagement on social media

Sports events are a great way to engage fans on your social channels: which team are you backing, match-day predictions, live reactions. Social media is the easiest way to keep customers updated on your in-venue events, and ideal for promoting last-minute bookings and special menu items through Stories and Reels.

Come up with your own hashtag, #[company]fanzone, to create a real community feeling, and encourage customers to use it when they share their match-day experience with their network.

Drive more customers through your door

The match is the focus, but aim to make the whole customer experience memorable. This is your chance to turn rugby fans into fans of your venue and get them coming back all year.

Here are some ideas for standing out, including for guests who would rather stay at home.

In-venue highlights

• Dedicated fan zone

• Additional entertainment: after-game gigs, a pub quiz

• Special group packages and deals

• VIP package for larger bookings, with private space

• Themed dishes or drinks based on the nations playing

• Sharing platters (a Six Nations cheeseboard, perhaps) or beer buckets

• Game-time happy hour, for example 2-4-1 between kick-off and full time

• Pre-meal deals

At-home experience

• A selection of bottled beers to order in

• Your all-time favourites as little tasters

• Party and finger food specials

• Discounts for bigger orders

• A three-course rugby-inspired meal

If you need a hand ramping up your Six Nations promotions, reach out to the team. We are happy to help.