How To Score Extra Revenue With Six Nations Promotions

For many hospitality businesses, the upcoming Six Nations (5th Feb – 19th Mar) rank lower than other sports events they tend to focus on, as they don’t see much value coming from it. However, according to research by MatchPint and KAM Media 44% actually want to watch the Rugby Six Nations live in a pub this year. Don’t miss out on this opportunity to boost your Six Nations promotions and get sports fans through the doors this February.

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Increase revenue with pre-booking promotions

Start promoting your events now. Create some sense of urgency and give your customers reasons why they should watch the games at your place. What makes your venue special? Feature your in-venue highlights like big screens, sound system, private booths, a wide selection of beers, etc.

To further encourage more bookings, offer a pre-match menu with limited availability only and/or pre-order meal and drink packages.

Create tailored email & SMS campaigns

Send out a first overview email with all upcoming events (including the match schedule) and highlights around the Six Nations. This should be followed by individual game-related booking reminder comms, as well as last-minute availability text messages. And don’t forget to include your “book now” call-to-actions.

Always give customers the option to opt-out from any sport-related communications in the future. This will help you to segment your database better in future, to improve the performance and conversion of other sports event campaigns (e.g. World Cup 2022).

Boost fan engagement on your socials

Sports events are great to engage with fans on your social channels. Which team are you? Match day guesses, etc… It definitely is the easiest way to keep customers updated on your in-venue events. Plus, socials are ideal to promote any last-minute bookings and your special menu items (via Stories, Reels etc).

Why not come up with your own hashtag #[company]fanzone to create a real community feeling. Encourage customers to use it when sharing their match day experience with their network.

Drive more customers through your door

Even though the match itself is in the focus, you should aim to make your overall customer experience memorable. This is your chance to attract and turn all those rugby fans into fans of your venue and make them come back on a regular basis.

We’ve gathered some ideas on how to make your venue stand out and also how you can cater to those who prefer to stay at home.

In-venue highlights

• Dedicated fan zone
• Additional entertainment – after game gigs, pub quiz
• Special group packages and deals
• VIP package for larger bookings – private space 
• Create themed dishes and/or drinks based on the nations playing
• Offer sharing platters (Six Nations cheeseboard) or beer buckets
• Game time happy hour, e.g. 2-4-1, discount between start/end of the game
• Pre-meal deals

At-home experience

• Order a selection of bottled beers
• Your all-time favourites as little tasters
• Party/finger food specials
• Discounts for bigger orders
• 3 course rugby-inspired meal

If you need some help ramping up your Six Nations promotions to increase revenue, reach out to our team. We’re happy to help.