Pub company Star Pubs is switching into high gear this month as it launches a Formula 1-themed promotion across its estate. The Heineken-owned pubco is distributing £33,000 worth of Heineken-branded merchandise and material to its operators and licensees, all driving awareness of a competition that gives pub customers the chance to win tickets to this year’s British Grand Prix at Silverstone. Participating pubs will receive point of sale kits that include posters and tent cards with QR codes, which customers can scan for the chance to win merchandise and to be entered into a prize draw for the tickets. They will also receive material to promote on their social media channels to help raise awareness among their individual customer bases. The winner of the prize draw will receive two weekend tickets to the British Grand Prix at Silverstone in July, as well as glamping and travel expenses. Star Pubs – which owns 220 pubs in Scotland and 2400 across the UK – hopes the promotion will help drive footfall into its pubs throughout May as Formula 1 becomes increasingly popular with the general public. “Formula 1 is becoming one of the most watched sports in pubs, so it deserves support,” said Cathy Olver, Star Pubs retail director. “As well as attracting a growing fan base the good news for licensees is that those fans stay in the pub 30% longer than other customers and spend more money. “Their spend is on average 15% more than tennis, cricket, golf and even rugby. “The package of support from Heineken helps drive traffic to our pubs and create excitement, entertainment and that all important atmosphere that is essential for live sports.”