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16th May 2024

Best practice advice for licensees showing Euros football matches published to ensure every match can be great for customers and for increased trade

The 2024 UEFA European Championship is a major opportunity to attract customers who want to watch live matches in the great atmosphere provided by pubs.

Guidance has been put together providing helpful and concise guidance to ensure that pubs and other hospitality venues can organise busy and successful events over the tournament with all logistical concerns considered from the licensing requirements to staffing and customer best practice – link.

This guide has been produced by the BBPA in partnership with UKHospitality, the British Institute of Innkeeping (BII), the Local Government Association and the National Police Chiefs’ Council with the aim to encourage licensing authorities, the licensed trade and the police to work together to ensure a safe and successful tournament. It is also supported by the Institute of Licensing, National PubWatch, Best Bar None and the National Association of Licensing Enforcement Officers (NALEO).

Emma McClarkin, Chief Executive of the British Beer and Pub Association:

I am delighted that this timely guidance and advice for pubs ahead of the upcoming Euros will enable pubs to remain as one of the best places to enjoy the atmosphere of live sport outside of the actual stadia where the matches are taking place.  The prospect of a fantastic summer of sport will be important for pubs in attracting more trade as fans, neighbours and communities come together to enjoy a beer while cheering on their team and this guidance, published today, will mean that pub operators and managers know exactly what to do to make every match a fantastic experience no matter whether England, Scotland or any other team you are supporting is playing.”

Kate Nicholls, Chief Executive of UKHospitality:

The Euros always deliver a boost for pubs, as fans flock to their local to cheer on the home nations.  As trade bodies, we want to provide a helping hand to make the logistics around such a busy time that bit easier and I’m delighted UKHospitality, BBPA and a range of stakeholders have worked together to produce this guidance.”

National Police Chiefs’ Council Lead for Alcohol Licensing and Harm Reduction, Deputy Chief Constable Scott Green:

We are working closely with partners, including the British Beer and Pub Association, to ensure that we are well prepared to keep the public safe wherever they are watching the Euros this summer. I welcome this guidance which will help us to work together as a partnership to ensure that the tournament is one of celebration and importantly, safety.”

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Contact: James Hawkins

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