The 2026 World Cup was one of the biggest retail moments of the year and Star Pubs helped licensees and Just Add Talent (JAT) Operators make the most of the opportunity.
Major sporting events created more than viewing occasions; they drove footfall, increased dwell time and created memorable experiences that kept customers coming back. With that in mind, Star Pubs launched support designed to help pubs turn every fixture into an occasion and maximise trade throughout the tournament.
Helping pubs win
Throughout the tournament, Star Pubs supported pubs with practical tools and activation ideas designed to maximise every matchday occasion. Support included
- Retail guidance to help pubs plan for key fixtures and trading peak
- Matchday activation ideas to create excitement before, during and after game
- Food recommendations to maximise spend opportunities
- Customer engagement tools to drive repeat visits throughout the tournament
- JAT-specific support including a shot menu designed by operators and loyalty collector cards
- Creating #BigGameEnergy
To help pubs bring the tournament to life, Star Pubs distributed more than 1,000 Retail World Cup activation kits across the estate, alongside enhanced support in nine flagship pubs.
Designed to create standout #BigGameEnergy, the kits gave pubs practical tools to elevate matchdays and create theatre that competed with watching at home.
Flagship pubs received bespoke kits including custom pub logo shirts, branded caps, bar runners, reusable cups, bottle opener lanyards, personalised fan stickers, feather flags and matchday bucket hats, all designed to build atmosphere from the first whistle to the final pint.
Here's more from some of those involved:
Katie, Head of L&T Retail, Star Pubs
“The World Cup was one of the biggest retail opportunities for Star Pubs in 2026, and we were focused on supporting licensees with the tools and support to make the most of every fixture. From retail kits and flagship activations to partnerships with brands including Heineken, Coca-Cola, Pepsi and Tennent’s, we helped pubs create standout matchday experiences that drove footfall, increased spend and kept customers coming back throughout the tournament.”
Sophie, Retail Activation Manager, Star Pubs
“To help our pubs maximise the tournament, we distributed more than 1,000 activation kits across the Star Pubs estate and increased support in nine flagship pubs across the regions. Every element was designed to help create atmosphere, encourage dwell time and give customers reasons to choose that pub for every game.”
Craig, Business Development Manager, Glasgow
“For pubs like Bar 442 in Glasgow, the kits helped turn a major sporting moment into something customers wanted to be part of. It was about creating an atmosphere that started before kick-off and carried through to the final whistle and beyond, giving people reasons to return.”
Lewis, JAT Digital Activation Manager
“Through the Star Social Collective, we equipped Star’s JAT pubs and licensees with a full suite of World Cup support, including sports marketing training, activation guidance and ready-to-use assets designed to help them maximise the tournament opportunity. Operators were also provided with editable digital assets to promote key fixtures locally, alongside a digital manager’s guide packed with practical tips and insights to help create memorable matchday experiences for football fans in the pub.”