FORMER LIONESS MILLIE BRIGHT SHARES THE MARKETING STRATEGY PUBS NEED AFTER THE FINAL WHISTLE

HOW PUBS CAN TURN WORLD CUP FEVER INTO YEAR-ROUND REVENUE

With spending in pubs forecast to surge by as much as 150% during this summer’s World Cup and bookings already running significantly ahead of previous tournaments, hospitality operators across the UK are preparing for one of the busiest sporting periods in recent memory.

But according to former England Lioness and Chelsea Women star Millie Bright, together with Constant Contact’s Head of International Marketing Berit Block, the biggest commercial opportunity may not be the tournament itself.

Instead, they argue, success will be determined by what businesses do after the final whistle.

While major sporting events deliver a short-term influx of customers, many hospitality venues fail to convert those visitors into long-term customers. For operators facing rising costs and increased competition, retaining even a small percentage of World Cup visitors could deliver substantial revenue long after the tournament ends.

Turning Match-Day Traffic Into Marketing Assets

For Millie Bright, every customer interaction represents an opportunity to build a longer-term relationship.

Millie Bright said: “In football, you don’t waste a good moment. You build on it. Pubs should do the same.”

One of the simplest ways to achieve that is by capturing customer data during match-day visits.

Using QR codes placed on tables, menus or venue screens, operators can encourage customers to participate in competitions, score predictions or prize draws in exchange for their contact details.

Rather than simply filling tables for a single event, venues can begin building a customer database that becomes increasingly valuable over time.

Maintaining Momentum After The Match

According to Berit Block, the period immediately after a match presents one of the strongest opportunities for customer engagement.

Berit Block said: “Fans leave buzzing. That’s the perfect moment to start a relationship.”

Automated follow-up communications, whether through email or digital promotions, can help convert occasional visitors into repeat customers.

Offers linked to upcoming fixtures, food promotions or future bookings can keep venues front of mind while enthusiasm remains high.

Rewarding Loyal Customers

Both experts believe hospitality operators should take inspiration from sports clubs when it comes to customer loyalty.

Millie Bright said: “Fans love feeling part of something. Give them that team-spirit experience. Fans love feeling like insiders.”

Creating exclusive customer groups for repeat visitors can help strengthen engagement and encourage return visits.

VIP access to preferred tables, priority bookings and exclusive promotions can create a sense of belonging that extends beyond the tournament itself.

Staying Visible Between Fixtures

For hospitality businesses, maintaining communication between matches is equally important.

Berit Block said: “Silence is the enemy of loyalty. Stay present, stay relevant.”

Content such as player polls, score predictions, food specials and behind-the-scenes venue updates can help keep customers engaged even when there is no game being played.

Modern marketing platforms increasingly allow operators to automate much of this activity, reducing the burden on already stretched hospitality teams.

Unlocking The Value Of Group Bookings

Group bookings represent another significant commercial opportunity.

Millie Bright said: “Every team has a captain. In pubs, that’s the person who books the table.”

By identifying and rewarding organisers, venues can encourage repeat bookings and larger future gatherings.

Exclusive offers aimed at booking organisers can transform a single reservation into multiple return visits over the course of a year.

Using Data To Drive Future Growth

Perhaps the most valuable opportunity created by major sporting events is the customer insight they generate.

Berit Block said: “The World Cup gives you real-time data on what customers respond to. Use it.”

Analysing which promotions, offers and communications generate the strongest response can help businesses build more effective marketing campaigns long after the tournament concludes.

Rather than relying on assumptions, operators can use customer behaviour to shape future marketing activity and investment decisions.

Beyond The Final Whistle

For hospitality businesses, the World Cup represents far more than a short-term sales opportunity.

With customer acquisition costs continuing to rise, events that bring large numbers of new visitors through the door are increasingly valuable.

The challenge is ensuring those visitors become regular customers rather than one-off transactions.

As Millie Bright and Berit Block suggest, the venues that succeed this summer may not necessarily be those with the biggest screens or busiest bars, but those that use the tournament as a platform to build stronger customer relationships for the months and years ahead.