Managed pub and bar group TCG is throwing open its doors and inviting followers of every country taking part in this summer’s World Cup tournament in Brazil to enjoy the big games by promoting the tournament as a ‘Festival of Football’, with its venues showing as many matches as possible.
TCG has created POS (above) which echoes classic Latin American football posters to capture the global spirit of the Beautiful Game.
Website countdown clocks
The same theme has been used for countdown clocks on the websites of TCG pubs and bars showing the tournament, which second-by-second are already ticking down the days until the opening game on June 12, which sees hosts Brazil play Croatia.
By clicking on the clocks, soccer enthusiasts will be given details of games being shown at their chosen TCG venue, and encouraged to enjoy every stop on the ‘Road to Rio’ right through to the final on July 13.
Multicultural customer base
TCG chief operating officer Nigel Wright said: “I’ll be shouting as loudly as anyone for England during the tournament, as will thousands of our customers and employees.
“However, we operate bars in central London which attract visitors from around the world, as well as others outside the capital, such as student venues, which have a multicultural customer base. Many of our employees also come from other nations playing in Brazil.
“We want to create a fun, friendly atmosphere where supporters of every team in the tournament can enjoy one of the world’s greatest sporting events.
TCG is also featuring food and drink offers tailored to the tournament. Brands spotlighted will include Budweiser and Coca-Cola, both of which are Official Partners of the 2014 FIFA World Cup.