Greene King Invests Over £200,000 in Football Tournament Support For its Partners

Greene King Pub Partners, the leased, tenanted and franchise business of Greene King is investing over £200,000 to support its partners during this summer’s tournament of football.

The investment includes supplier-backed promotional kits, marketing support and mobile bars designed to help Greene King’s leased, tenanted and franchise operators drive footfall and volume throughout the tournament.

Promotional kits and materials supplied to Greene King’s partners include point-of-sale (POS), bunting, flags, T-shirts, bottle buckets and more to help operators engage their customers and build excitement around key fixtures.

The support is in addition to Greene King Pub Partners’ 60 Years of Hurst beer, brewed exclusively by the Greene King Brewery for Greene King’s Pub Partners and created in collaboration with Sir Geoff Hurst MBE, the last surviving member of England’s iconic World Cup winning squad.

5p from every pint of 60 Years of Hurst sold will be donated to Diverse Abilities, Dorset’s disability charity supporting those with profound physical and learning disabilities, a charity close to Sir Geoff’s heart.

Dan Robinson, Managing Director of Greene King Pub Partners, said:

“This tournament is a major opportunity for our partners as fans in both England and Scotland head to the pub to watch their teams in action.

“By investing in kits and support for the football, we’re helping our partners give their customers the best matchday experience possible, in turn driving their volume and growing their businesses.”

Notes to editors

About Greene King:

Greene King is the country’s leading pub company and brewer trading c2,500 pubs, restaurants and hotels across England, Wales and Scotland.

At Greene King we are passionate about delivering our purpose to ‘pour happiness into lives’. That’s for our customers, our team, our pub partners, our suppliers and the communities in which we live, operate and serve. Founded in 1799 with offices in Bury St. Edmunds, Suffolk and Burton on Trent in Staffordshire we employ around 38,000 people across the group and operate three divisions including Managed Pubs, Pub Partners and Brewing & Brands.

• Managed Pubs: Our Managed Pubs division brings together our best-known pub and restaurant brands nationwide, including Greene King pubs, Hungry Horse, Chef & Brewer, Farmhouse Inns and Flaming Grill. We offer great service, quality and value for a wide range of eating and drinking occasions. Ventures includes Hickory’s, Premium (Crafted Pubs & Metropolitan Pub Company) and Hotels, which operate independently of Greene King’s managed pub brands.

• Pub Partners: Pub Partners runs our tenanted and leased pubs business and Hive and Nest franchise pubs. These options combine entrepreneurial independence with practical support, enabling partners to run successful local businesses within a market‑leading estate. We have c.1,000 leased, tenanted and franchise pubs.

• Brewing & Brands covers the brewing sides of the business. Quality ales are brewed at the Westgate brewery in Bury St Edmunds and the Belhaven Brewery in Dunbar. Our industry-leading portfolio includes Greene King IPA, Old Speckled Hen, Abbot Ale, Ice Breaker and Belhaven Best and our premium beers, Level Head and Hazy Day, brewed for the modern-day drinker.

For more information:

Nick Lawrie, Communications Lead, Pub Partners — NickLawrie@greeneking.co.uk / 07812 256245

Third-party news items are published as received for informational purposes. Publication does not imply endorsement by the Guild. Please use the contact details within the post for any enquiries.