Enterprise Inns encourages pubs to support their local athletes

The campaign is aimed at Enterprise pubs across the country, not just London, as each area will have some kind of local link with sport. Enterprise will tell the pubs which local athlete is competing in which tournament such as the Olympics or Euro 2012, and then the pubs can encourage their local customers to head down to the pub and watch the event.

Under the Pubs 2012 marketing campaign, Summer of Sport promotional material went out to half of the pubco’s estate last week. The packs include posters and banners to publicise events, plus ideas, tips and tools.

It covers all of the sporting events this summer, such as Euro 2012, Formula One, cricket, the Olympics and Paralympics.

Commercial director Ed Cottrell said: “It’s difficult to predict footfall in the pubs — a lot of it will be down to the weather. But we have to offer fast, timely information on how to make the most of these events. We want our community pubs to use the events to help locals celebrate — they are uniquely positioned to benefit [from the sporting events].

“Publicans need to make the most of British athletics in their communities, as well as other events such as the Olympic Torch Relay.”

Pubs 2012 has seen Enterprise urging licensees to make the most of other events this year, including Easter, Mother’s Day and the Queen’s Diamond Jubilee.

As part of the company’s support for the Olympics, Enterprise has also donated a significant sum to a fundraising programme for British athletes.

Team 2012 aims to raise £20m to help British athletes in their quest to win more medals across more sports at London 2012. Funds are invested in coaching, medical support, facilities kit and equipment.