As the nation prepares for an exciting summer of sport, Samsung and ex-England football international Joe Cole are teaming up to offer UK pubs a tech upgrade. Through a national vote Samsung will be giving thousands of pounds worth of TV tech upgrades to pubs across the country so they can provide the ultimate viewing experience for their customers to enjoy.
This is after 79% of UK pub landlords stated that a good TV is crucial to increasing their revenue during key sporting events such as those that are fast approaching this year. However, financial pressures and rising costs mean investment in high-quality viewing tech remains a challenge for them. Pub and bar closures have doubled during the past five years as operators battle increased running costs and taxes.[1]
New research from Samsung confirms watching football at the pub remains a key part of British culture, with 4 in 10 (40%) Brits watching most major football tournaments at their local. A further 86% agreed that watching it together makes them feel part of a community.
This summer, UK pubs are therefore set to see a surge of football fans eager to watch the games, with 87% of landlords noting that major football tournaments are vital for increasing their revenue – reporting an average increase of £11,000 revenue per pub during these periods and an estimated additional £495m revenue across the UK pub industry as a whole.
For these football fans across the country a venue’s quality of tech is essential, as pub-goers increasingly prioritise those with premium TV screen to ensure that they don’t miss a moment – with 60% letting it dictate their choice of pub.
A third (33%) of landlords want to invest in a new TV and sound system but simply can’t afford it, with six years being the average time since landlords across the nation last upgraded their TV. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if the TV was of poor quality.
In fact, the study also reveals that Brits consider the screen and audio set up the most important consideration when choosing a venue to watch sport (39%), food available (30%) and beers on tap (23%).
A huge 74% of Brits have stated their local or favourite pub needs a better TV in time for the summer of football. Samsung’s ‘Raise The Bar’ campaign offers a golden opportunity for venues to upgrade their tech in time for kick off, supporting venues in driving footfall and bringing communities together this summer. By providing brand new Samsung TVs fans it will ensure fans have the ultimate viewing experience so they don’t miss key moments and are able to watch everything perfectly whether its key tackles, VAR decisions or goals.
Backed by Joe Cole, the England legend is calling on the nation to rally behind their local pubs and nominate them to win the thousands of pounds worth of brand-new equipment. In addition to tech makeover, Samsung will support venues and pubs across the country with advertising support to drive footfall during a key period. Collectively, Samsung will be putting more than £50,000* towards local pubs and venues across the country, supporting communities across the nation.
Joe Cole said: “Local pubs are at the heart of our communities, especially when it comes to football. There’s nothing quite like watching a big game down the pub surrounded by mates and the atmosphere can make all the difference.
“Having a quality TV setup that you can trust is an important part of that experience as it keeps everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create those unforgettable matchday memories.”
Zeena Hill, Senior Marketing Director for Home Entertainment & Appliances at Samsung UK, said: “Local pubs and venues across the UK play a vital role in bringing communities together, especially during major sporting moments. At Samsung, we are focused on providing a high-quality viewing experience no matter where you are. We’re proud to be supporting communities across the UK and give them the opportunity to upgrade their technology to provide the best possible matchday experience to their customers.
“Our aim is to help give this vital part of the hospitality sector a helping hand where it’s needed, all the while providing fans with a good reason to support their local to enjoy the exciting summer ahead, together.”
With a ‘squad’ of eleven being chosen from the customer voting process, 10 of those chosen will get their hands on a brand-new Samsung TV worth £3,000 alongside local marketing support from Samsung to help drive some football footfall and awareness. In the final stages of the campaign the squad of venues will be driving further voting to engage their local community. From this, one lucky venue will receive a transformative tech upgrade and pub makeover worth more than £10,000 including dedicated media support.
The initial vote opens at 8am today, Friday April 17, and will run until 5pm on Wednesday, May 20. To get behind pubs in need of support football fans should visit watchitonasamsung.com to nominate their local. A shortlist of eleven pubs and venues that have made it to the final stage will be unveiled on Thursday April 30, after which there will be the opportunity for fans to cast their vote for one final pub to benefit from a full tech makeover and support of a revamp. After the end of the voting period the winner and 10 runners up announced by Thursday, May 21, 2026.
Watching football together creates a sense of community and unforgettable shared memories, no matter the final score. There’s no better way to catch the game than on a Samsung TV, offering the most premium viewing experience for fans this summer.