Sky Sports offers F1 for publicans

With the 2015 Formula 1 season motoring into full swing publicans should think about introducing Formula 1 into their sports offering, says Sky Sports.

“There are plenty of highlights to make it a highly unpredictable season that will have fans seeking an F1-friendly pub to enjoy every live race, including new driver line-ups, a new race on the calendar with the addition of the Mexican Grand Prix and three drivers making their F1 debuts, including Max Verstappen who’ll be the youngest-ever F1 driver at just 17,” it states.

A strong F1 offering can help drive customer loyalty and increased profits, claims Sky.

“Catering for a new fan base can attract more customers and with a few early race times on the calendar, there are new opportunities to boost food and drink sales,” states the company.

To maximise the revenue potential of showing F1 in pubs and clubs, licensees should:


  • Offer incentives: The F1 season is a long one, so consider setting up a loyalty scheme to keep people coming back for every race, with the reward of a free meal or pint


  • Bring customers in early: There are some early starts on the racing calendar; think about opening for breakfast to show the Grand Prix live with coffee and bacon butties


  • Tailor your offers: Tailor offers to tie in with the race location, for example offer discounts on Aussie/German/Belgian beers to tie in with the Grand Prix.





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