When is the Six Nations Rugby Championship?
The Six Nations Rugby Championship is one of the most prestigious rugby tournaments in the world, featuring national teams from England, Ireland, Scotland, Wales, France and Italy. Each team plays five matches over the course of six weeks, with games held in iconic venues like Twickenham in London, Stade de France in Paris and the Aviva Stadium in Dublin.
The 2025 tournament kicks off on Saturday, 1 February 2025 and runs until Saturday, 15 March 2025. With fixtures spread across weekends, it’s the perfect opportunity for pubs and bars to attract sports fans looking to enjoy the action with friends, great food and drinks.
For a full schedule and more details about the tournament, check official rugby sites.
6 tips to make your pub a rugby hotspot
Drawing on lessons from major events like the Euros, here are six practical and effective tips to help your pub make the most of this year’s tournament:
1. Get the word out with targeted marketing
When it comes to matchday, the fans have plenty of choices—so why should they choose your pub? Effective marketing can make all the difference, and the Six Nations is the perfect opportunity to get both your loyal customers and potential newcomers excited.
Start with your existing customer base. A CRM software system can help you run targeted email campaigns to your customers based on their previous interest in sporting events. Reach out to them and get creative with your emails—rugby-themed subject lines, playful puns and vibrant images of your pub decked out for matchday can grab attention. If you’re unsure where to start or rugby isn’t your forte, tools like our hospitality CRM have got you covered. Its AI-powered email subject line generator can craft compelling, attention-grabbing lines tailored to your campaign, making your emails stand out in busy inboxes.
If you’ve got a loyalty program, put it to work to incentivise attendance. Offer bonus points for match-day spending or introduce fun, limited-time rewards for rugby fans. It’s a great way to reward your regulars and keep them coming back throughout the tournament.
Another way to spread the news about your events and promotions is through SMS Marketing, one of the most effective tools you can use to connect with your customers. Quick, direct messages about match schedules, promotions or exclusive deals can make sure your customers stay in the loop and head to your venue on game day.
2. Promote your pub as the go-to venue
Pubs that position themselves as event hotspots consistently draw larger crowds during major tournaments. Following their strategy, for the Six Nations, focus on positioning your pub as the place to be for rugby fans.
First, make sure your website is match-ready. Highlight game schedules, matchday menus and special promotions or create a dedicated Six Nations landing page with a “Book Now” button to encourage early reservations. Don’t forget to optimise your site for search terms like “pubs showing Six Nations” to make sure fans can find you.
Social media is another invaluable tool for promoting your venue. Post regular updates about match schedules, promotions and exclusive offers. Use hashtags like #SixNations, #RugbyAtThePub and #PubLife to connect with fans and get them pumped before visiting your venue. If you want to take your social game to the next level and boost your reach, encourage customers to share their matchday experiences by offering incentives like a free drink for the best social media post featuring your venue.
To expand your reach in Six Nations advertising further, consider listing your venue on discovery platforms like DesignMyNight. Platforms like this are perfect for getting your events in front of rugby enthusiasts who are actively looking for pubs showing the Six Nations. For instance, DesignMyNight’s curated guides, such as their Where to Watch Six Nations in London, attract fans seeking the best spots to enjoy the matches. By adding your event to these listings, you’ll increase visibility and ensure that rugby fans in your area know where to find you.
3. Streamline service to handle the rush
A packed pub brimming with excited fans? Sounds great, but only if you can keep up with demand. Slow service or mix-ups could quickly turn cheers into groans.
Review your staff rota well in advance and then check to see whether you have gaps that need to be filled by employees from other, perhaps less busy, venues or agency workers. On a game day, prep your team well in advance such as by holding a staff briefing to ensure everyone’s clear on their roles, special offers, upselling strategies and how to handle a busy floor.
If you're accepting pre-bookings and pre-orders, this way gives you more certainty about how many people are going to show up and reduces the burden on your kitchen and waiting staff. But since not everyone likes to book in advance, allocate some seats for walk-ins. Your booking software will quickly tell staff whether a table is available and help you create virtual wait lists ahead of the game in case another table cancels.
4. Create a winning matchday atmosphere
A survey conducted by our friends at DesignMyNight during the 2022 FIFA World Cup found that atmosphere was the top priority for 51% of fans when choosing a venue, with screen size (13%) and TV location (30%) also playing important roles. To ensure your guests have a top-notch experience while watching the game now is the perfect time to make any adjustments. Consider upgrading your amenities, such as investing in larger screens, improving your sound system or repositioning TVs and seats to maximise visibility and offer clear sightlines to the screens.
As for the grub, why not go all out with a themed menu? Dishes inspired by Six Nations teams, like Irish stout pies or English roast beef sliders, are bound to be a hit. You could also offer a match-day snack menu with finger foods like mozzarella dippers or nachos that are easy to share.
In the run-up to the big game, make matchdays even more exciting with interactive activities. A platform like Wireless Social’s Predictor lets your guests get in on the action by guessing scores in real-time and it’s a brilliant way to add a bit of friendly rivalry to the atmosphere while keeping fans engaged long after the final whistle. Plus, it’s a subtle way to gather insights into your audience, helping you understand what they love most about game day at your pub.
5. Prepare for the unexpected
Rugby matches can be unpredictable, and your venues need to be ready for anything. A sudden influx of fans or an extra-time thriller can put your team to the test, so planning ahead is essential to keep everything running smoothly and your guests happy.
Dive into your pub EPoS system data to review sales trends from previous sporting events, identifying your best-sellers like beer, burgers or chips. Use this insight to build a stockpile of fan favourites, ensuring you won’t run out mid-match and don’t forget to plan for less obvious items, such as extra napkins, glasses or backup kegs, to handle the crowd. Procurement tools make it easy to get your orders in with suppliers, so you don’t disappoint fans and lose revenue by running out of items on your menu.
But most importantly, be ready to adapt. If a match goes into extra time or the atmosphere is buzzing, seize the opportunity to extend happy hours or launch impromptu specials like “Extra Time Shots”. These small gestures show customers that your venue is tuned into the matchday energy, enhancing their experience and boosting your sales.
6. Build post-match loyalty
The Six Nations may only last six weeks, but it’s an excellent opportunity to turn first-time visitors into long-term regulars, so don’t stop marketing after the final whistle and keep the momentum going.
Start by leveraging your tech tools. Use your EPoS system or Guest Wi-Fi to collect valuable data about your matchday guests—their favourite drinks, spending habits or even how long they stayed. For instance, follow up with a thank-you email featuring a special offer, like “10% off your next visit” or “Your first pint’s on us for the next big game.” However, don't stop at thank-you emails. Use your CRM to segment customers who attended the tournament and invite them to your next big sporting event, whether it’s the Champions League Final or Wimbledon. Highlight how your pub delivered an unbeatable rugby experience and promise even more for what’s coming up next.
While focusing on the tournament now is key, keep a long-term plan in mind. Think about how your Six Nations successes can translate into a successful night for other sporting events, boosting your returns throughout the year.
Ready to score big during the Six Nations?
Major sports events are a winning formula for pubs and bars and with the help of the right tools and insights, you can turn every match into a revenue driver.
In this article, we’ve explored how pubs and bars can make the most of the Six Nations Rugby 2025. From targeted marketing to promoting your venue as a rugby hotspot, streamlining service for the matchday rush, creating a fantastic atmosphere and preparing for the unexpected, these strategies will ensure you come out as a winner.
Don’t let this golden opportunity pass you by. Whether it’s maximising your marketing reach, upgrading your tech or creating unforgettable matchday experiences, we’re here to help. Contact us today to discover how Access can support your pub in scoring big during the Six Nations and beyond.
