Admiral Taverns has announced an exclusive partnership with bookmaker Coral to give pub customers free bets during the Brazil World Cup – the first campaign of its kind for both companies. The World Cup Football Jackpot promotion will run in almost 200 selected Admiral Taverns pubs, all of which are within a half-mile radius of a Coral betting shop.
The business building initiative, which is designed to drive footfall to pubs, and awareness and engagement with live televised games in pubs, will give licensees a certain quota of free bets – for both them and their customers.
Admiral commercial manager Simon Eyles, who spearheaded the initiative on behalf of the community pub group, said: “This is about maximising a once-in-four-year event for our licensees and their pubs. The World Cup is a fantastic trading opportunity for pubs all over the country, especially given Brazil’s pub-friendly timezone, and offers licensees a chance to engage with current customers and attract new ones.
“Some in the industry might regard bookmakers as something of a competitive threat but we believe there are some great opportunities to build partnerships, and believe this initiative will serve as a great platform for further collaboration between Admiral and Coral.”
Participating pubs have 200 £1 free bet coupons to offer customers to predict the outcome – win, lose or draw – of 15 matches from the World Cup group stages. Furthermore, during each of England’s three group matches, customers can pick up one of 100 £5 free bet codes to use on their smartphone via the Coral website, when they watch the live England match in the pub. Licensees also have 10 £5 free bets to use themselves, or for their staff, as a thank you for taking part.
Jack Chapman, head of retail sports marketing at Coral, said: “This is the first such promotion Coral has run in the pub sector, and we are delighted to be doing so exclusively with Admiral, who have many great sports pubs across the country. We look forward to seeing how customers and licensees engage with the promotion during England’s campaign in Brazil.”
A range of POS will support the offer in pub, including beer mats, posters, bar runners, leaflets and a bar-top voucher dispenser, and all of the marketing material has been created to complement Admiral’s current world cup promotion, in a similar design.