Licensees quids in as Euro 2004 offers a sales bonanza

Euro 2004 promises to be a sales bonanza for pubs who offer their customers the genuine big match atmosphere.

Evening matches perfectly timed for the trade combined with the prospect of warm weather for much of the country, means drinkers are itching to leave their living room.

The Centre for Economics and Business Research (CEBR) estimates that British consumers could spend £116m per game, and says if England have a successful campaign the rewards could be substantial.

Even if England fail to make it past the group stage - a prospect that diehard fans refuse to consider - the economists at the CEBR believe the licensed trade could still generate £435m from the tournament.

But with the games being shown on terrestrial television licensees are under pressure to do all they can to make sure the on-trade wins the three lion's share of consumer spending.

Rob Millar, marketing manager for www.sportspubs.co.uk, said: "Pubs must differentiate themselves during the Euro 2004 tournament.

"England flags alone are not enough. You've got to attract, entertain and retain the punters in order to make yourself the pub that everyone wants to go to."

The Head of Steam pub chain, which operates in cities including London, Liverpool and Newcastle, will offer customers European lagers from countries playing in the tournament.

Other pubs are trying to bring in customers with promotions. Steve Searle at the George in London's West End is providing a free ladies-only ballot with a vote for the most attractive player in the tournament.

He said: "We expect to be full for the England games but it's the other games we want to keep customers coming in, particularly women."

North West brewer JW Lees will offer official England balls to drinkers who complete score cards in each of their participating pubs, while Yates will give out red cards to customers who can use them to signal for table service.

Dave Willans, licensee at the Southbank Bar in Nottingham, recognised how one-off customers could put off regular trade and decided to sell tickets.

He said: "This way they can ensure they get a seat. We're selling them at £10 for the three England matches and it's working because I only have 12 left."

Perhaps the most outstanding marketing tool has come from Jenny McCabe, licensee of the Rose Cottage in Redruth, Cornwall, who painted her pub in full England colours.

Richard Greenwood, economist for the CEBR, said: "We have predicted a substantial increase in spending and for pubs that might not usually be that busy at the times of matches this is a really great opportunity."