It hardly seems like we've started summer, but in just over two weeks time, on Saturday, August 17, a new Premiership season kicks off and once again the nation will be in the grip of football fever.
This one follows in the stud-marks of a thrilling World Cup, and that can only add to the interest.
Not only do World Cups inspire a whole new generation of football enthusiasts but players who only emerged as stars in Japan and Korea have already been snapped up by Premiership clubs and will be trying to prove whether they have what it takes to succeed in one of the toughest football leagues in the world.
And what's good for football is also good for pubs, a point that was forcefully made in June when even the early morning kick-offs attracted crowds to those alternative terraces.
Now the challenge is to keep them coming. ThePublican.com, with the help of brewer Carlsberg-Tetley and pubco InnSpired, offers this winning XI to help you score with customers this season.
- Table service can drive sales and make sure customers get premier league service without distracting from the match
- Avoid peak time rushes at the bar by selling bottled drinks in ice buckets and draught beers in pitchers. Take orders in advance for half-time drinks
- Customers will buy more and stay longer in a comfortable environment so organise pre-bookable VIP areas, a terrace-style standing area or theatre-style seating
- Check screens are visible by putting them above head height, use blinds or curtains to block sunlight and double check that your TV is in working order and on the right channel
- Make some noise. If you're not telling your customers about the live football in your pub you can bet your competitors are. Try outdoor signs, bunting and chalkboards and posters near your bar and games machines
- Make sure that all the fixtures you are screening are clearly displayed. It is incredible how far ahead true footy fans will plan in order to see the all- important Liverpool v Man Utd match. Once the game is on their radar, fans will keep returning for more
- Get customers into your pub and get them to stay longer with pre-match and post-match offers, promotions and quizzes
- Combine drink deals with football matches. A happy hour just before a match can double your takings. Try selling drinks at a discounted price before the first goal, corner or yellow card
- The start of the Premiership is a great reason to enter your pub into a football league. For the price of a few T-shirts and after-match sandwiches, 22 or more new customers will frequent your pub, drink your beer - and then come back to watch matches on your big screen
- If your clientele is older, but no less mad about football, why not organise a fantasy football league. Promotions firm TDH provides one especially designed for pubs
- Don't forget there are some people who don't like football. Cater for them by, for example, having a room that's a football-free zone or try to keep the commentary volume at a reasonable level.
More from the world of food and drinks brands in the run up to the new season:
- Budweiser signs a deal with Manchester United
- Hotdogs and football - what better combination?
- The man in black - WKD referees the football action
- Carslberg's association with football sees the brand cashing in
Sky Fixtures - Sky has scheduled 38 games for the first half of the season - take a look at our listings.
Predictions - Which of the 20 teams has the best chance for the coveted title? We look into our crystal ball.