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With less than seven weeks to the start of National Pub Football Week with a stack of giveaways on offer the time is ripe for licensees to think about getting involved

National Pub Football Week is returning for the third year running this September, just as the country braces itself for the year's most important week in football.

The initiative aims to help licensees get the most out of matches by offering a raft of football-related prizes for pub customers, including the chance to win tickets to the World Cup Finals.

Chris Chubb, licensee of the Corn Exchange in Crickhowell, Powys, says the event has helped grow trade. He and his wife, Fiona, have managed the Punch pub for the past 11 years. Chubb, who is an avid football fan, has always promoted sport in his pub, including rugby and horse racing, but puts a special emphasis on football.

'It's the backbone of our winter bar trade, he says. 'And when there's a major competition on, such as the World Cup or European Championships, it gives a real boost to our summer trade.

'Our customers are mostly Premiership fans and so Sky is essential to us, he adds. 'Once you've got it in you can't get it out.

'We worry about the charges getting out of hand as we have a relatively small turnover of £150,000 and we have to pay £400 per month. It's a bit of a catch 22 situation and we couldn't do without it.

The Corn Exchange offers incentives to customers when the big matches are on. 'We give cash prizes or T-shirts to customers who guess the correct scores and it definitely helps to build a buzz surrounding the games, says Chubb.

The Corn Exchange also has strong links with grass-roots football, sponsoring the local Crickhowell first and second teams. 'We like to get involved in the community and football is an excellent way for us to do that.

The pub has taken part in National Pub Football Week over the past two years and will be participating in NPFW 2005 this September, which coincides with the next round of World Cup Qualifiers when Wales play England and Poland.

'National Pub Football Week is a terrific idea. I feel like we're really getting something back from the pub company and from the brands, says Chubb.

'It also means we can offer something to the proper football fans in the pub because it isn't gimmicky like a lot of promotions. It's a reward-based idea and it feels right.

The Corn Exchange ordered six different branded kits from NPFW 2004: Holsten Pils, Budweiser, WKD, Coca-Cola, Carling and Strongbow.

'We were able to give away T-shirts, baseball caps to our customers and the instant-win incentives were the most popular, says Chubb. 'We also ran the Coca-Cola meal deal selling hotdogs, which was ideal food to serve with a big game on.

In addition they were able to use the external banner from the free football promotion kit as well as the fixture posters. 'They're great for reminding customers when and what time the matches are on and it saves them having to ask a member of staff. It's all about keeping your customers aware.

'I'd like to see more promotions around sport, adds Chubb. 'Golf would be good, particularly if it surrounded the Open. The last day is always a Sunday and that's when bar trade is often quiet for us.

National Pub Football Week starts on 3 September. For more information visit www.nationalpubweek.co.uk