Club Mirror August 2018 by Alchemy Contract Publishing

clubmirror August 2018

AT THE HEART OF THE COMM UNITY

Sports Special It’s all eyes on the prize

LEG A L A D VI C E • H Q • A S K T H E E X PE R T S • F R E E T R A I N I NG

Contents

club mirror AT THE HEART OF THE COMMUNITY

AUGUST 2018

NEWS, VIEWS, CLUB LIFE AND LEGISLATION

06 News Latest news, views and industry insights.

08 Club News Club Mirror takes a whirlwind tour of clubs around the county in the fastest way possible – by social media.

10 At the bar News, brews and who’s doing what for the club bar.

14 The Club Mirror Beer Story It’s somewhat apt that as Club Mirror turns 50 the UK beer scene is enjoying what many commentators have referred to as a golden period.

16 The great British pint We’re only here for the beer, so roll out the barrel and follow the bear. Ring any bells?

HQ BUILDING THE BUSINESS 54 Industry report – Ultra-light beer Could redefining the ultra-light beer concept have global implications?

40 Sporting fixtures What’s going to grace the club screens next month? Sports4Bars.com on the latest and greatest fixtures.

58 Industry report – Lager Club Awards sponsor Marston’s shares its insights into the Lager category.

42 HQ Building the Business Research on auto-enrolment, the value of PR and saving water.

SPORTS SPECIAL 23 Welcome to September’s Sports Special

44 HQ Legal Eagle Details on The Gambling Commission’s code of practice for gaming machines in clubs.

With the Gallagher Premiership scrumming down, football’s Premier League kicking off and cricket’s escalating popularity there’s everything to play for as clubs battle to be the viewing venue of choice.

48 HQ Energy saving Could your club get better value from energy contracts? Here’s how.

50 HQ free cost reviews Want to cut club spending while increasing efficiencies? Well now you can with our FREE cost review.

ASK THE EXPERTS

AWARDS, EVENTS AND CALLS TO ACTION

60 Club Insure turns 20

12 Free Social Media Training

Now in its second decade, Club Insure explores its past, present and future, working with clubs.

Club Awards Sponsor BT Sport is running a country-wide programme of free training for clubs.

61 Websites – which platform?

46 Club Mirror’s annual Gala Dinner

Is WordPress the right platform for your club?

The Club Awards Gala Dinner returns to Doncaster Racecourse, and in celebration of our 50th birthday we’re offering a FREE day’s racing to all attendees.

62 Attracting millenials Advice from the folk at Trent Furniture on how to attract young adults to the club.

24 Gallagher Premiership Rugby With a thrilling season of the Gallagher Premiership ready to rock, England’s rugby elite prepare to battle it out. 29 Premier League It’s all eyes on the prize as the Top 20 clubs step up to the mark. So who are the ones to watch? Plus: all the fixtures at your fingertips. 37 Cricket season set to impress With cricket’s new formats, upcoming Tests, the Women’s World T20 Tournament and 2019’s Cricket World Cup and Ashes, there’s plenty of action for members to look forward to.

52 Hospitality Social Media Awards 64 It’s Classified! Club-supporting suppliers to the fore.

Is your club using social media to engage with members? Then we want to hear from you.

CLUB MIRROR 3

LEADER

Contributors

Sports special. Are you ready for the off? With Louis Hamilton’s recent win in Hungary and Geraint Thomas’ Tour de France triumph, we're happily well entrenched in a magnificent summer of sport with everything to play for across many disciplines, not least of all football’s Premier League and rugby’s Gallagher Premiership. So how are you faring at persuading your members and their friends that your club is the first port of call for sports screening events? Competition for sportsmad members will come in the usual form of pubs and home entertainment. Clubs are, of course, fighting that battle already, many using the power and efficiencies of social media to help spread the word. (And for those of you who’d like to improve your skills and online presence check out the free social media training days on pages 12-13.) Carefully planned and publicised screenings are all aimed at getting members glued to the screen with a drink in one hand and a pie (or similar) in the other. For the health-conscious sports fan, though, put pies to one side and have a look at this month’s report on low ABV, low calorie and low carb drinks. Could they be appearing at the club bar anytime soon? Led predominantly by the US, the market is ripe for growth. Will your stocks stack up with the stats? Could you be an early adopter or are you missing a trick? There are no tricks involved in HQ Building the Business that’s for sure. With no fee and no contract – just cost-efficiencies – why wouldn’t you seize the opportunity to look at cost savings? Turn to page 50 for details of a cost review which you can share with your colleagues and committee. Sharing is a key message in this issue, so do be sure to take part in our annual networking event, the Club Awards and Gala Dinner. Not only will you be mixing with your peers and club supporting suppliers, this year you can extend the networking right into the following day when all attendees will be given a free ticket to Doncaster Races (see pages 46-47). See you there? Let’s hope so. Enjoy the issue.

Caroline Scoular Editor, Club Mirror

Chris Colverd

Hayley Cox

Sean Ferris

Karen Foreman

David Foster

Larry Hardcastle

Jonathan Hardy

David Lucas

Leigh Ann Ogilvie

Justin O’Regan

Victoria Romero-Trigo

Jill Slingsby

Editor Caroline Scoular Design David Foster Editorial Chris Colverd Events Jill Slingsby, Karen Foreman Display Advertising Margaret Doherty Sales and Marketing Manager Leigh-Ann Ogilvie Circulation Jon Hardy Accounts Andrew Soles Publishing Director Sean Ferris

Club Mirror is published by Alchemy Contract Publishing Ltd, Gainsborough House, 59/60 Thames Street, Windsor SW4 1TX. Tel: 01753 272022. Fax: 01753 272 021 Email: caroline@clubmirror.com; sean@clubmirror.com; leigh-ann@alchemymedia.co.uk; info@clubmirror.com ACP Gainsborough House 59/60 Thames Street Windsor Berkshire SL4 1TX UK t. +44 (0)1753 272022 f. +44 (0)1753 272021 e.info@alchemycontractpublishing.co.uk www.alchemycontractpublishing.co.uk The views expressed in this journal are not necessarily those of the publisher. Club Mirror does not verify the claims made by advertisers regarding their products. CLUB MIRROR 5

CLUB NEWS Joshua V Povetkin – Saturday, 22 September Sky Sports Box Office will bring clubs a huge night for British boxing when Anthony Joshua OBE goes toe-to-toe with Alexander Povetkin on Saturday, 22 September to defend his IBF, WBA Super, WBO and IBO Heavyweight World titles. Speaking about the fight, Joshua said: “I can’t wait to get back in the ring; the end of March feels a long time ago now. Povetkin is a serious challenge that I will prepare meticulously for. He has serious pedigree and only a fool would underestimate what he brings to the table.” Tracy Harrison, Marketing Director of Sky Business, said: “Events such as these really help venues create great sporting moments that will attract even more sports fans into their premises and boost trade. The announcement of this fight is great news for venues and will help to extend the bumper summer of sport into Autumn.” Free digital training BT Sport has announced free digital training for clubs at venues across the UK in partnership with Google Digital Garage. The aim of the training is to help clubs enhance their digital skills and grow their business, focusing on how to make their business more visible online and their use of social media even more impactful. • For full details, see pages 12 – 13 in this issue. New Chairman for GCMA Phil Grice, pictured right with GCMA’s Young Managers Group, has been named as the new Chairman of the Golf Club Managers’ Association (GCMA), replacing the outgoing Chairman Mike Hoare, who is standing down after 25 years involvement with the association. Grice is General Manager and Director of Royal Norwich Golf Club. 6 CLUB MIRROR

UKHospitality welcomes call for business rates UKHospitality has welcomed the publication of a report by the All-Party Parliamentary Group for Entrepreneurship calling for reform of the UK’s tax system which highlights business rates as a cause for concern. UKHospitality Chief Executive Kate Nicholls said: “The report identifies considerable flaws in the current tax system and calls for a complete overhaul; something that we have consistently called

for. The current system of business tax is completely out-of-date and totally unsuitable for the realities of doing business in the 21st Century. Nicholls believes that, arguably, the principal challenge facing employers in the hospitality sector remains business rates, which have not been reformed despite promises in successive manifestos. “The report suggests the transformation of business rates into a tax on commercial

Warning on fee for personal license holders UKHospitality has warned that any additional costs for personal licence holders will undermine investment in the sector. The comment came in response to the announcement that the Scottish Government is consulting on the introduction of a fee to renew personal licences. UKHospitality has urged against the introduction of yet more costs for vital businesses and their staff. “At a time when venues are being

squeezed by increasing costs, there can be absolutely no justification for imposing an additional cost burden,” said Willie Macleod, UKHospitality Executive Director in Scotland. Macleod believes that there is a tendency for local authorities to view the licensed sector as cash cows, rather than community assets. “We are urging the Scottish Government not to pile-on more fees for businesses that already contribute a huge amount to Scotland’s economy,” he said.

Food art is a piece of cake Food artist, Michelle Wibowo, 39, from West Sussex, has unveiled one of Roald Dahl’s most beloved characters, The BFG, made entirely from 7,500 Mr Kipling cakes. Sitting on a bench at the top of Primrose Hill, the life-sized BFG measures 7.32 metres and weighs half a tonne and took more than 200 hours to create. It was built to celebrate the new limited edition Mr Kipling and Roald Dahl range.

landowners and on land rather than property, which would begin to address some of the imbalances in the current system and help reduce the unfair burden that hospitality businesses face, particularly affecting investment,”she said. “Crucially, the Government needs to accept there is a problem, acknowledge the creative solutions being presented and facilitate a formal review with businesses to find a workable solution.”

Music to the ears of England cricket Music is proving a life-blood for a number of County Championship Cricket grounds across the country. New research from Sheffield Hallam University looking at the financial state of the county game found that there is a stark divide between clubs that host international cricket and those that do not and that the new 100-ball competition could open that gap further. As a result, counties have been turning to off-field business to help them stay afloat. Girl band Little Mix is the latest pop sensation to pull in the crowds, appearing in July at a number of County Championship grounds, with concerts at Derbyshire, Northampton and Sussex. Meanwhile, almost a decade ago, Old Trafford hosted iconic British pop group Take That for five nights, with their Circus Tour bringing 250,000 concert-goers to the home of Lancashire County Cricket Club and delivering much needed income. “The nadir was losing Test match status in 2009,” said Lancashire chief executive Daniel Gidney talking to BBC Sport. “Having Take That play here five nights in a row was worth an enormous amount of money and the club couldn’t have survived without it.” The club has staged concerts for more than two decades and hosts singer Liam Gallagher this month.

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Set for success – Club Awards update

As we go to press Club Awards judges are being kept busy with the flood of entries to this year’s Club Awards. “The ingenuity, initiative and commitment of clubs around the country is as impressive as ever,” said Head of Judges and Club Mirror Editor Caroline Scoular. “They continue to be a hub for their communities and we very much look forward to congratulating entrants, finalists and the entire club community at

this year’s Awards.” The Club Awards and Gala Dinner takes place on 29 November at Doncaster Racecourse. The action doesn’t stop there though. “We’ll keep the celebrations going the following day, inviting all of our guests to a free day of racing on us,” said Caroline. • For more details on the event and how to book turn to pages 46-47.

All for charity

Suppor ted

Hospitality in Action Golf day raises £4,500 Club Mirror’s digital partner Studio44 held its third annual charity golf day on 4 July at The Nevill Golf Club in aid of ellenor which supports seriously ill children and their families. Twenty teams took part and Club Mirror, alongside local businesses, donated raffle and auction prizes. More than £4,500 was raised on the day. Details of the charity are available at https://ellenor.org Pictured left to right at the celebratory cake cutting are: Tony Dean, the club’s Phil Gibbs, Lisa Stanley, Martin Logan and Una Walsh.

Show time for Constitutional Club International country music star Lisa Stanley, Tony Dean and Una Walsh of band No Fixed Abode, joined Martin Logan, host of the Satellite TV Show, ‘Irish in the UK’ and programme presenter of Out and About Manchester Irish Radio, to record a show at Tiverton Constitutional Club in celebration of the club’s support of International Country Music. Welcomed by Phil Gibbs, Executive Committee Member, the event also celebrated the club’s other achievements including Cask Marque accreditation, success at the Club Awards and a first time entry in The South West in Bloom.

Hospitality Action is a trade charity for the hospitality industry. On Sunday 9 September, trade charity Hospitality Action will return to Beaufort Polo Club in Gloucestershire for its ninth annual Charity Polo Day. The funds raised will help those most in need across the hospitality industry. Last year’s event raised over £50,000. The Polo Day is supported by a number of local establishments including seven award-winning South West chefs; the Michelin-star Hywel Jones of Lucknam Park, the Michelin-star Niall Keating of Whatley Manor, the Michelin-star Rob Potter of The Manor House, Richard Davies of Calcot Manor, André Garrett of Cliveden House, Robby Jenks of The Vineyard, and Kris Biggs of The Rectory Hotel who will provide the day’s afternoon tea. Tickets are £105 per person or £950 for a table of 10 and include a Taittinger and

canapé reception, a three course lunch and half a bottle of wine per person, grandstand seats to view the polo from and afternoon cream tea as the day draws to a close. Each of the partner hotels are also offering special rates for guests on the evening of 9 September. • More details available at www.hospitalityaction.org.uk t. 020 3004 5504 Hospitality Action, 62 Britton Street, London EC1M 5UY CLUB MIRROR 7

CLUB NEWS

Clubnews

8 CLUB MIRROR

Club Mirror takes a whirlwind tour of clubs around the county in the fastest way possible â&#x20AC;&#x201C; by social media.

Follow Club Mirror (twitter.com/Clubmirror) and our sister titles at twitter.com/Clubmirrorrugby; twitter.com/Sports4Bars; twitter.com/clubhouseeurope. Also: the Social Media Awards at twitter.com/HSMAwards

CLUB MIRROR 9

AT THE CLUB BAR

So what’s new? Latest launches and new brews to consider stocking at the bar. BIRRA MORETTI CAMPAIGN Birra Moretti has launched its biggest brand awareness campaign in three years, championing the sociable nature of life between friends and family in Italy. ‘Time for What Matters’ launched with the brand’s first ever TV advert as part of a £2.5 million push, including experiential activity. The TV advert brings to life Birra Moretti’s mission to remind consumers about the things that matter the most in life - good times with loved ones, great food and great drink. The 60 second advert and 30 second advert, both titled ‘Pull Together’ centre around an Italian family exasperated that their son is always rushing and always late, and encouraging him to take time out of his busy life and enjoy moments of togetherness over good food and drink. Gran Tour, Birra Moretti’s experiential activity for 2018 takes consumers on a regional taste experience of Italy, where they can learn how to create a selection of Italian dishes, designed to complement the Birra Moretti range. • www.heineken.co.uk WIN VIP TICKETS FROM HEINEKEN Heineken has extended its partnership with The SSE Hydro Arena, Scotland’s largest purpose built live music and events venue, to offer licensees the opportunity to experience the best in live entertainment, from the best seats in the house. Heineken is offering on-trade outlets the chance to win VIP tickets to shows throughout the year when they newly install or stock Heineken, Heineken Served Extra Cold and Heineken 0.0. • www.thessehydro.com/partners/ heineken KOPPARBERG INVITES ON-TRADE TO EXCLUSIVE EVENT To give special thanks to the drinks industry for their continued support, Kopparberg is hosting a free and exclusive opportunity to experience the KopparMountain before the general public at London’s Mudchute Farm on 15 August, 2018. Arising in front of the London Docklands skyline, the KopparMountain, which is modelled on the

10 CLUB MIRROR

mountain located in the Swedish town of Kopparberg, forms part of the brand’s £6m integrated ‘Outside Is Ours’ marketing campaign. Standing at four stories tall the experience boasts five immersive experiences, from a mountain stream with stepping stones and summer meadow, to a rocky mountain tundra and summit complete with real-snow. To register visit www.KopparMountain.com or call Tania on 020 7490 3449. MATTHEW CLARK’S BOUTIQUE BEERS Drinks distributor Matthew Clark has expanded its Boutique Beers and Cider House collections to a total of 400 speciality SKUs (including Bootlegger, pictured above, top left). The range, says the company, provides licensees with the opportunity to tap into the craft beer market, which has seen a 21% increase in sales, and now accounts for 10% of all beer sold. Justin Wylde, Beer Category Manager at Matthew Clark said: “Outlets need to have a good spread of beers, so as not to dissuade people who are new to the craft category, but still have a point of interest for those who are further along in their craft journey. We’d recommend stocking a lager, an IPA or a pale ale, then to complete your range, trying something slightly different, such as a fruit pale ale, a wheat beer or a sour, if you’re feeling a little more experimental”. • www.matthewclark.co.uk WKD SUMMER CAMPAIGN WKD is promising consumers an ‘epic summer’ with a multi-faceted campaign comprising in-outlet gift with purchase promotions, on-trade sampling, interactive festival fun, a DJ competition, £12,000 of Ticketmaster voucher prizes and chances to win a holiday to Ibiza. Under the campaign theme of ‘Be The Face’, a £3m multi-strand approach is linked together by WKD’s emoji faces which feature on bottle caps, POS materials and fun consumer giveaways such as masks. Amanda Grabham, Head of Brand Marketing– Alcohol at SHS Drinks, said: “We’re the UK’s No.1 traditional RTD and the responsibility falls on us to invest in activities that grow the category, engage con-

sumers, and build sales for stockists. With WKD’s amusing emojis at the very centre of things and our #BETHEFACE campaign calling on consumers to don masks and upload selfies, WKD will, quite literally, be on everyone’s lips this summer.” • www.shs-drinks.co.uk THE KING OF SOHO NEW GIN LAUNCH The King of Soho, owned by entrepreneurs Alex Robson and Howard Raymond, is adding a new addition to its colourful line-up with the introduction of the King of Soho Variorum Gin (37.5% ABV), a berry edition of the original London Dry. The King of Soho Variorum Gin adds a hint of pink and notes of strawberry to complement the essential juniper and citrus flavours of the classic recipe, designed to be enjoyed over ice, in cocktails and mixed drinks; served with a strawberry garnish. (The creativity and literary works of Soho are the inspiration behind the name – in literature, a variorum edition is an original work with notes.) • www.hi-spirits.com. MAKER’S MARK ENGAGEMENT PROGRAMME Premium handcrafted American whisky Maker’s Mark has announced its UK bartender engagement programme for 2018, The Makers - launching nationwide on 6 August in London before rolling out across London, Edinburgh, Manchester and Bristol – which aims to offer UK bartenders an immersive and educational experience into the world of premium bourbon. The Premium American whiskey category is growing in both volume (+30%) and value (+22%) respectively, the second fastest growing spirits category behind gin. • www.jointhemakers.com GOLD FOR MARTELL Martell Cordon Bleu and Martell Cordon Bleu Extra have both been awarded Gold Outstanding Awards in the 2018 International Wine and Spirit Competition. • www.martell.com

A regional favourite One of the East Midlands greatest beers dating back to 1855 â&#x20AC;&#x201C; we still brew to the same recipe, using the finest natural ingredients and original brewing yeast. Formats Cask

& keg (ABV 3.9%) can (ABV 3.6%)

USP

Traditional Pale Ale/Bitter

Style

Sweet brown ale

See

Deep copper

Smell

Hint of caramel, biscuits and fresh meadows

Taste

Sweet toffee and malt, fresh apple fruit

Bitter

2.5

Sweet

2.5

Our original bitter is a full-bodied session bitter with a smooth finish, ideal for all social drinking occasions to enjoy with friends. While our Smooth Creamy Ale delivers an equally easy-drinking pint everytime.

www.mansfieldbeer.co.uk

CLUB AWARDS SPONSOR UPDATE – FREE TRAINING

Free digital training from BT Sport BT Sport has launched free digital training for clubs and pubs taking place across the UK in partnership with Google Digital Garage. And there'll be a few sporting guests dropping in. What's not to love?

ree digital training for clubs is taking place across the UK, courtesy of. BT Sport in partnership with Google Digital Garage. The aim of the free-to-attend sessions is to help enhance digital skills and grow business by focusing on how to improve visibility online and to increase the impact of social media. The events have been launched after a survey* revealed that 55% of consumers plan ahead when going out to watch live sport and 45% of live sport watchers ‘follow’ a bar or pub on social media. Meanwhile, 58% of BT Sport pubs have indicated they would promote sports events on social media more if they knew how to make the most of it**. The sessions are open to all skill levels, irrespective of the club’s social media activity (or indeed lack of it). Justin O’Regan, Editor of online sister title Sports4Bars.com said: “This is a great initiative and I would urge clubs reading this to take advantage of the offer. The value of social media is well-documented, but like everything it takes time to master it. These courses are a sure-fire way to help in a oneday dedicated workshop.” Training sessions will be available at venues across the UK, including Anfield, BT Tower, BT Murrayfield and Old Trafford, and will include workshops and face-to-face coaching. “These courses are perfect for everyone from complete beginner to those who want to improve existing skills,” said O’Regan. During the sessions, attendees will also have the opportunity to speak to specialists on a range of topics including website optimisation, online advertising and analytics. Attendees will also hear from members of the BT Sport team including Harry Redknapp, Lawrence Dallaglio, Steve McManaman, Ugo Monye and Robbie Savage who will be attending some of the events to talk about the upcoming season of sport. Bruce Cuthbert, director of commercial customers, BT Sport, said: “Having a presence on social media has become key for clubs and pubs to encourage new and existing customers into their venues. Our customers also tell us that that many of them are not entirely confident in how to do this to get the best results possible. Teaming up with Google

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Harry Redknapp

Dates and venues for BT Sport and Google Digital Garage training sessions Each event takes place from 10am to 5pm.

LOCATION

VENUE

DATES

Liverpool

Anfield

3rd September 2018

Brighton

Amex Stadium

10th September 2018

London

BT Tower

17th September 2018

Belfast

Kingspan Stadium

24th September 2018

Edinburgh

BT Murrayfield

1st October 2018

Newcastle

Kingston Park Stadium

2nd October 2018

Manchester

Old Trafford

16th October 2018

Cardiff

Cardiff Arms Park

22nd October 2018

Bristol

Ashton Gate Stadium

23rd October 2018

18th September 2018

Digital Garage means we will be able to give our licensees the chance to get practical training from experts which they can put into practice straight away to raise their profile with their customers.” This year is set to be the best season yet on BT Sport and for the first time ever, clubs will be able to show back-to-back UEFA Champions League games on the same day, with exclusively live football action from 6-10pm, doubling the trading window. “We also have top flight football action from the Premier League and more Emirates FA Cup games

than ever before. BT Sport will be the only place to watch all the televised Gallagher Premiership and Heineken Cup rugby this year and will be the exclusive broadcaster of Frank Warren’s world class stable of fighters including Tyson Fury, Billy Joe Saunders and Carl Frampton,” said Cuthbert. To book yourself or a club colleague on a BT Sport digital training session visit www.btsportbusiness.com.

*CGA Consumer Panel 2018 with 2,000 consumers **BT Sport marketing effectiveness research, Amethist, sample 200 independent BT Sport pubs, June/May 2018

Lawrence Dallaglio

Steve McManaman

Robbie Savage

Ugo Monye

CLUB MIRROR 13

CLUB MIRROR – 50TH BIRTHDAY

The Club Mirror beer story It’s somewhat apt that as Club Mirror turns 50 the UK beer scene is enjoying what many commentators have referred to as a golden period. Matt Eley explores which brands have retained their place at the club bar as well as the role clubs have played in keeping them there.

rewery openings have boomed in recent years and there are now more than 2,000 for the first time since the 1930s, according to CAMRA. The unprecedented growth has been driven by legislation changes that give tax breaks to small breweries and by the seemingly unstoppable rise of craft beer. Breweries such as BrewDog and Beavertown were twinkles in their founding fathers’ eyes when Club Mirror first appeared. (Will they still be with us when Club Mirror celebrates its centenary? Let's hope so.) Back then tastes were very different. Milds and best bitters had been the dominant styles for years but pale ales were beginning to take over, primarily in bottled form. Lager was still a relatively small chunk of the market but it was growing quickly as Brits started to go abroad more frequently and sample what our European neighbours had to offer. Generally, beer production was dominated by the big brewers of the day, the likes of Bass Charrington and Watneys. It was also just three years before a few fans of traditional cask ale grew so tired of the dominance of keg beers that they formed the Campaign for Real Ale, AKA CAMRA. It’s fair to say that the late 1960s and early 1970s were the starting point for major changes in the British beer scene but, perhaps remarkably, some brands that were big on the bar then remain firm favourites in clubland today. There were very few national brands in 1968. The likes of Bass, Guinness and Worthington were the notable exceptions. Beers such as John Smith’s, Tetley’s and Pedigree had strong local followings and would develop to become national favourites. All three featured in the top 10 in this year’s Club Mirror Brands Report, and all three are or have been sponsors of the Club Awards. Current sponsor Marston’s owns the Pedigree brand which has been brewed in Burton since 1834 but it wasn’t until 1952 that it got its name. It was then that head brewer George Peard decided to run a competition to find the best name for the beer. Marjorie Newbold from the typing pool came up with the winning entry and the Marston’s Pedigree name was born. It started to grow but, tellingly, then brewery chairman Clifford Gothard said it would be up to 20 years before Pedigree attained “the kind of status it deserved.” The reasons for that success and the way it has been sustained is due to the quality and consistency of the product, investment in marketing and the changing nature of the industry.

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The backlash against keg beers that CAMRA was spearheading gave Pedigree and other quality cask beers the chance to reach a wider audience. In 1985 it scooped the gold medal at the Brewing Industry International Awards and went on to win several other accolades. National breweries with licensed estates of their own took notice. Pedigree started to get stocked all over the country and was being established as a national brand. This was aided by serious investment. There was a

£1.3m TV advertising campaign in 1993 featuring ‘Good old John Marston’. In the same year, the beer was relaunched in distinctive imperial pint bottles. A successful partnership with the England and Wales Cricket Board followed, ensuring Pedigree remained in the limelight. More recently it has had a major rebrand, along with all of the other beers in the Marston’s range. Pumpclip and bottle designs now feature brewer George Peard as Pedigree looks to attract its next generation of loyal drinkers.

Lager focus According to the British Beer & Pub Association lager accounted for under one per cent of the UK beer market in 1960. It didn’t even appear on taps in venues until a few years later, instead it often sat in bottles on shelves, getting warm and gathering dust. So, it is unlikely that when European brewers such as Heineken and Carlsberg were drawing up deals with British licensed premises owners around 1968 that they could have seen just how dominant lager would become. Although standard lager sales have declined in recent years it is still the biggest selling beer style in the UK and, according to CGA, accounts for around 65 per cent of the UK beer market. Unlike ale we have also seen major global brands establish themselves as the leaders in the market. Heineken, Carlsberg, Foster’s, Stella Artois, and clubland’s number one lager Carling, have led the way for many years. In Scotland, Tennent’s is the one you will see on more club bars than any other. Each of these brands has had challenges over the years but have somehow been able to overcome them to stay relevant to clubs. All of these heavy-hitting brands with the exception of Heineken retain their place in the top 10 at the club bar (Club Mirror 2018 Brands Report, compiled by CGA Strategy). Customer perception is a key part of the strategy and all of those brands have invested heavily in marketing, sponsorship and innovation. Liam Newton, Carlsberg UK vice president mar-

keting, explains how this works, citing Carlsberg Export as an example. “Carlsberg Export, for instance was well loved in a blind taste-test; it was the brand consumers didn’t like. This was a clear message to us that there was no need to innovate the brew. We needed to renovate the brand,” he says. A new design, link-up with music events and marketing campaigns appears to have done the trick with a 4% uplift in the number of people who thought that the beer ‘tasted better’ despite the recipe staying the same. “This clearly demonstrates the significance of consumer perception, and the importance of the look and feel of a product,” says Newton. We can expect more work in this area from the big boys of brewing as craft beer chips away at lager’s market share and customers demand more premium experiences when they go to the bar. The Guinness story They say Guinness is good for you, but clubs have been pretty good for Guinness too. That slogan is from a famous advertising campaign which is one of the reasons that the Black Stuff has led the way in its category like no other beer brand. Stout only accounts for six per cent of the UK beer market, according to CGA, but you’ll find Guinness in one format or another in most clubs up and down the country. It has been around for more than 250 years and has evolved throughout that time. In 1959 it began using

nitrogen. This changed the profile of the beer and gave it the creamier taste it is now known for. More recently it ditched isinglass from the brewing process, meaning it is now one of very few major brews than is vegetarian and vegan friendly. It has also continued to run memorable advertising campaigns that have cemented its place in the psyche of customers. Guinness has been a firm favourite on club bars for years, establishing itself as the stout of choice, however it too has faced pressure in recent years from a declining beer market and moves towards other styles of beers. Yet it remains one of the best-selling ales in clubs, perhaps showing that when it comes to beers, the way you sell them is very closely linked to the way you tell them.

CLUB MIRROR 15

CLUB MIRROR – 50TH BIRTHDAY Courage Best – Wouldn’t it be loverly!

In 2003 Club Mirror celebrated 35 years of publication. This article appeared 15 years ago. So how much has changed? You decide!

The great British pint We’re only here for the beer, so roll out the barrel and follow the bear, because after all, it looks good, tastes good and by golly it does you good. Ring any bells?

hree and a half decades ago, if you had walked into a club and ordered ‘a WKD, three Red Bulls, a bottle of Staropramen and a couple of Bad Jellies,’ you’d have been carted off by the men in white coats, in one of those jackets with the arms at the front. Drinking in UK clubs has changed beyond recognition since the late 1960s when clubmirror was born. You could pretty much drink anything in a club in the late 1960s, as long as it was ale or stout! Beer ruled the roost and the likes of ready-to-drink concepts and energy drinks weren’t even a marketing twinkle in the eye. More than 90 per cent of the market could be attributed to regional ale and stout brands that boasted a dedicated, loyal and local following. The favoured tipples of many British drinkers in the late 1960’s was low strength bitter and mild, a beer style that only accounts for 1.5 per cent of today’s draught beer sales. With manufacturing play-

16 CLUB MIRROR

ing a much more influential role, attributable for around 40 per cent of the economy, working men were looking for something that slaked their thirst without taking their legs away from under them. Brands such as Ansells Mild and Tetley’s Dark Mild fitted the bill and were regularly quaffed in large quantities. However, by the early 1970s the drive towards keg beers was gathering pace, especially in the club sector, and this took its toll on mild’s fortunes. The pasteurisation and gassing process wasn’t particularly suitable for mild, but keg ales in the club trade, where cask was not always suitable, were increasingly popular. A number of family brewers such as Mansfield brewery were perfectly willing to abandon cask, the foundation of the business for so long, in favour of keg. Keg versions of regional ales dominated the club sector and while some have departed to the cellar in

the sky, many remain today often solely for the delectation of faithful and devoted club-goers. The likes of Brew X1 and Worthington Bitter in the Midlands, Courage Best in the South, Allbright’s in South Wales and McEwans Scotch Ale in the North and er... in Scotland... were all local heroes in their own right. There were national players too, such as Double Diamond from Allied Breweries, Worthington E, John Courage, McEwans Export, Trumans, Whitbread Tankard and Watney’s Red. Watney’s Red was the subject of one of the biggest marketing campaigns ever seen in British brewing history. The CAMRA angle However, by the mid 1970’s, such investment in keg soon proved foolhardy thanks to the titanic efforts of the newly formed Campaign for Real Ale (CAMRA). The brainchild of four pub-loving, cask drinking journalists, CAMRA spearheaded a historic drinker

Standing the test of time: the changing face of White Shield, from the late ‘60s to the 21st century. backlash and it wasn’t long before the big brewers were forced to an embarrassing u-turn and embrace cask once more. By this time, the so-called ‘Big Six’ - Allied Breweries, Bass, Courage, Scottish & Newcastle (S&N), Grand Metropolitan and Whitbread – had established a vice-like grip on the beer market and, along with Guinness, had increased their share from 45 per cent in 1960 to about 80 per cent by the mid1970s. Looking good Guinness was the clear leader in the stout sector, mostly in bottles, which meant if you wanted ‘Extra Cold’ you’d just have to leave it in the fridge for longer. Some of the brewers offered discounted alternatives such as Watneys Cream Label while Mackeson’s was one of the first brands to advertise on ITV with the immortal Bernard Miles slogan: ‘It looks good, tastes good and by golly it does you good.’ While CAMRA had won the battle over keg ale, a bigger war was looming as the big brewers turned their attentions to a drink called lager. The rise and rise of lager is clearly the most extraordinary success story of the last 35 years. In the 1960’s, lager represented only one per cent of the beer market and could usually be found lurking in bottles at the back of fridges and only brought out to be drunk with lime. However, big brewers that boasted unrivalled access to their own estate soon recognised the ‘gold-

en’ opportunity and as such, invested heavily to expand the lager brewing capacity. Lager was a refreshing, less challenging and more consistent alternative to ale brands and although fizzy, designed to be quaffed in large quantities. As such, the strength was around the three per cent mark and nowhere near as potent as the leading brands drunk today. Guinness was arguably the first of the big brewers

to throw its hat in the ring in the shape of Harp, which stole a march on rivals by overcoming the technical problem of serving up a pint rather than froth quicker than others. Carling Black Label, the brainchild of Canadian EP ‘Eddie Taylor’, was another forerunner and benefited greatly from its status as the house lager throughout the Bass estate while Skol, formerly

Worthington E was just one of the major players involved in mega marketing, POS and advertising campaigns.

CLUB MIRROR 17

CLUB MIRROR – 50TH BIRTHDAY

Carling: renowned for its ability to re-invent itself and remain contemporary.

In the cash-rich-time-poor society of the 1990’s, few had time to stand around for hours drinking low-strength lagers. But they were willing to pay a bit extra to help them unwind a bit quicker. This led to the rise of premium lagers such as Stella Artois, Kronenbourg 1664 and Carlsberg Export which continue to provide growth alongside standard players such as Carling and Foster’s. The late 1990’s also saw the arrival of Ice lagers but, for the sake of everyone involved, we shall swiftly move on!

With record campaigns (above) and campaigns with records (below; yes it really played!) Guinness and Worthington have made their mark on the British beer drinker. known as Graham’s Golden Lager, was another big player under the stewardship of Allied Breweries. Elsewhere, Whitbread had teamed-up with Dutch brewers to produce a lower strength version of Heineken while Grand Metropolitan had inherited the rights to Carlsberg from Watney’s and in 1973 a Carlsberg brewery was opened in Northampton. Lager clout By 1975 lager sales had grown to around 20 per cent of total UK beer sales and by the late 70’s and early 80’s, a new tier of ‘premium’ lagers began to appear such as bottled Skol Special Strength, Lamot, Stella Artois, Löwenbrau, Carlsberg Export and Tennents Extra. Of course in the late 70’s there was also a brief ‘Lite’ lager boom with brands such as Arctic Lite, Hemeling Lite, Heldenbrau and an even briefer dalliance with dark lager in the shape of brands such as Crusader. At the beginning of the 1980’s, lager was still playing second fiddle to ales but by the end of the decade it had overtaken them thanks, primarily, to a plethora of hugely successful advertising campaigns that refreshed the parts other beer campaigns couldn’t reach. The demise of traditional industry and the decline of the trade unions meant the target audience for lager brands in the 1980’s was becoming more mer-

18 CLUB MIRROR

Smooth operators The emergence of nitrokeg/smooth beers, inspired by the advent of the ‘widget’, halfway through the decade was more significant. Many believed that the initial, phenomenal growth of the nitrokeg brands such as John Smith’s Extra Smooth, Tetley’s Smoothflow and Boddingtons Gold was to be the final nail in the coffin for the traditional ale sector. Brands such as John Smith’s Smooth were particularly popular among the many clubs without the cellar space nor the throughput or staff to make cask a viable option. For a taste of amber nectar authenticity, who better than Paul ‘Crocodile Dundee’ Hogan?

chant bankers than metal bashers. Brands such as Heineken, Foster’s, (‘I bet he drinks’) Carling Black Label and Holsten Pils all captured the public imagination perfectly. Not even the most militant CAMRA member could deny the greatness of campaigns such as Hofmeister’s ‘Follow the Bear’ and Skol’s ‘Hagar the Horrible’, nor fail to smirk at Gryff Rhys Jones, advertising Holsten, holding up two pint glasses to his eyes before exclaiming ‘This could be your lucky day!’ Marketing nous became an even more powerful weapon in the battle of the brands following the introduction of the Beer Orders in 1989, which meant the brewers’ traditional access to the pub market was curtailed. In many instances the decks were cleared with low strength lagers and cask ales suffering at the hands of premium lagers.

Plans are in place to champion beer and attract younger audiences, while lager brewers predict that by 2007 a handful of lager brands will account for 75 per cent of the total beer market.

By the 1980s POS material and ‘owning the bar’ had become all important It was warmly welcomed by drinkers fed-up with the inconsistencies of cask ale and between 1993 and 1997, Tetley’s Smoothflow enjoyed 40 per cent growth year-on-year at a time when its cask version was suffering double-digit decline. But, to the relief of real ale lovers, Nitrokeg has not quite lived-up to its hyperbolic billing and while it still plays an important role in clubs, many believe its growth will be checked

by the widely mooted fight back of cask ale. The big brewers say that lager is the future and by 2007, they predict that a handful of lager brands will account for 75 per cent of the total beer market. The astounding amounts of money being spent on heavyweight marketing and advertising of these brands – a tad more sophisticated than following a bear in a pork pie hat! - would undoubtedly support this view but as Watney’s can no doubt testify, money needn’t always equal success! An improvement in the quality, consistency and image of real ale, driven by a number of regional brewers and trade initiatives, is inspiring drinkers to

Brands such as John’s Smith’s Smooth, were particularly popular among the many clubs without cellar space, or the throughput or staff to make cask a viable option.

increasingly ask for cask while speciality and niche beers such as Budweiser Budvar, Pilsner Urquell and Hoegaarden are proving popular among hordes of well-travelled drinkers. Regardless of style or brand, beer’s future is certainly less secure than it was 35 years ago. More than 20m barrels in the last 20 years have been lost and plans are afoot for a united and generic campaign to champion beer and attract younger drinkers and female drinkers who – fed-up with dodging dullards and darts in dingy boozers – seem to prefer to sip a cabernet sauvignon or a Smirnoff Ice than a pint of bitter. It remains to be seen whether it succeeds but whatever happens, it is unlikely that the next 35 years of beer will be as eventful as the last!

CLUB MIRROR 19

BT Sport customers book your free place now We, at BT Sport have partnered with Google Digital Garage to o er free, bespoke training to our licensees. The training, designed

Publicans will also hear from members of the

exclusively for the industry, will include

BT Sport team including Harry Redknapp,

workshops and face-to-face coaching

Lawrence Dallaglio, Steve McManaman,

sessions.

Ugo Monye and Robbie Savage who will be attending some of the events to talk about

The aim is to help publicans grow their

the upcoming season of sport.

digital skills, focusing on how to make their business more visible online and optimise

Events will run throughout September and

social media.

October and will be held at landmark locations across the UK. More details of which are below.

BT Sport licensees book your place at www.btsportbusiness.com/google

When and where are the events? LOCATION

VENUE

DATES

Liverpool

An eld

3rd Sept

Brighton

Amex Stadium

10th Sept

London

BT Tower

17th Sept & 18th Sept

Belfast

Kingspan Stadium

24th Sept

Edinburgh

BT Murray eld

1st Oct

Newcastle

Kingston Park Stadium

2nd Oct

Manchester

Old Tra ord

16th Oct

Cardi

Cardi Arms Park

22nd Oct

Bristol

Ashton Gate Stadium

23rd Oct

Free personalised digital training Weâ&#x20AC;&#x2122;ve partnered with Google Digital Garage to o er our customers bespoke workshops and face-to-face coaching so you can learn how to make your business visible online.

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Saturday 18th August live from 5pm Arsenal v Chelsea

Frampton v Jackson

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SPORTS SPECIAL – WELCOME

SportsSpecial

Join in the action With the Gallagher Premiership scrumming down, the Premier League kicking off and cricket’s surge in popularity proving unassailable, there’s everything to play for as club’s battle to be the viewing venue of choice. SPORTS COVERAGE – FAST FACTS In the coming months we’ll continue to bring you the latest sporting fixtures with our Sports4Bars.com sports listings site. More useful sport information and fun facts can be found at Club Mirror’s other sister sports titles Club Rugby (clubrugby.org.uk), Club Football (clubfootball.org.uk) Club Cricket (clubcricket.org.uk) and Clubhouse Europe (www.clubhouseeurope.com). Plus – upcoming horse racing fixtures and offers through our Racing Club. Coming soon: latest news, fixtures and club opportunities from the world of sport.

ith plenty of exciting action on the tennis courts of Wimbledon and the greens of Carnoustie, summer 2018 has already proved an exciting one. Next up? The new Gallagher Premiership Rugby Season launches loud and proud on Friday, 31 August. Will current champions Saracens rule the roost? Or could Exeter Chiefs or Wasps wrestle the title away from them? The fight at the top will prove fierce, with bookies predicting a five horse race. Plenty to play for then and plenty of top action not to be missed. Not to be missed also applies to football’s iconic Premier League Season, kicking off on Friday, 10 August, with three newbies on the block hoping to make their mark. But can anyone knock champions Chelsea off the podium? Or will they

be flexing their muscles to hold the cup up high once again? The top flight action on the pitch will have members on the edge of their seats and bar staff busy with refills. In terms of cricket, recent research has confirmed that cricket is still on the up and up, attracting more players and more supporters. New formats, one day internationals, T20, day/night cricket and the astounding success of the England Women’s team in the World Cup have all helped to raise the game. Is now the time to convert luke-warm members to ardent fans? The upcoming England v. India test series will prove a sporting spectacle, that’s for sure. So here’s to a successful summer of sport, wherever your club and whoever your members support. Read on...

CLUBCRICKET CLUBFOOTBALL ISSUE 3

www.clubcricket.org.uk

www.clubfootball.org.uk

ISSUE 3

clubmirror A u g u s t 2 01 8

AT TH E H EA R T O F TH E C O M M U N I TY

Premier League 2018/19

ICC Women’s World Twenty20 2018

Preview of all the action

Preview of all the action Could you be our Cricket Club of the Year 2018?

Legal Special

Use this QR code to enter.

Hospitality Social Media awards – enter now

House of Commons party – join us Top revenue generating ideas for football clubs

Legal Special

Could you be our Football Club of the Year 2018/19?

House of Commons party – join us Top revenue generating ideas for football clubs

Use this QR code to enter.

Hospitality Social Media awards – enter now

CLUBHOUSE

Sports Special

It’s all eyes on the prize

LE G AL AD V I C E • HQ • AS K T HE E XPE R T S • FR E E T R AI N I NG ISSUE 12

AT THE HEART OF THE RUGBY COMMUNITY

Enter the Social Media Awards

Audience Takeover! Club Rugby readers enjoy a night out at BT Sport

using this QR code

Battle of the Brands Which brands will boost trade behind your bar?

Summer Tours England, Ireland and Wales head South Awards Could you be our Rugby Club of the Year?

EUROPE

Clubhouse Europe Buying Group – page 22

ISSUE 14

MDPs 2018 – full programme announced Time to shine – enter the 2018 Club Awards Welcome to the finnish line – golfing life in Finland Recruitment – hire for passion, train for skills

CLUB MIRROR 23

SPORTS SPECIAL – GALLAGHER PREMIERSHIP RUGBY 2018/19

Gallagher Premiership Gallagher takes over from Aviva as the official title partner of Premiership Rugby in a multi-year partnership, starting with the 2018/19 Gallagher Premiership Rugby season. With live coverage of the ever dramatic tournament hitting our screens, clubs around the country are gearing up to join in the excitement of the new season.

ewly promoted Bristol Bears and Bath Rugby will have the honour of playing in the first match of the new Gallagher Premiership Rugby Season on Friday 31 August, live on BT Sport. But the spotlight is firmly on current champions, Saracens, as they kick off the new season in defence of their title at Kingston Park against Newcastle Falcons Rugby on Saturday, 2 September. The bookies seem to think this year will be a five horse race – Saracens at 11/8, Exeter Chiefs at 9/4, Wasps at 7/1 and both Gloucester and Leicester at 12/1. After the Top 5 there’s quite a gap in confidence, with Bath in at 25/1, Northampton Saints and Newcastle at 40/1 then the real outsiders coming in as Sale (66/1), Harlequins (80/1), Worcester (100/1) and finally Bristol (100/1). Last season’s tournament saw 784 tries scored across 135 matches, so there’ll be plenty of excitement this time round for rugby-mad members.

The 2017-18 winners, the Exeter Chiefs, will battle hard to regain their crown.

For up-to-the-minute scheduling visit Sports4Bars.com or use this QR code (left). Alternatively visit http://sport.bt.com/rugby-union/premiership-rugby/fixtures or use this QR code (right).

ClubMirror readerscanenjoy roleonBTSport’sRugbyTonight O

ver the last season Club Mirror (and sister magazine Club Rugby) enjoyed a number of fantastic audience takeovers at BT Sport’s midweek magazine programme Rugby Tonight. Readers from a diverse array of clubs rubbed shoulders with the likes of Brian

O’Driscoll, Ben Kay and Martin Bayfield and helped create a fantastic atmosphere during the programmes. This season we are looking at four more takeovers, so if your club is interested in appearing on future shows, just email info@clubmirror.com with your name, club and contact details.

STOP PRESS Want even more rugby insights? Want to know who the bookies fancy? Want the latest rugbyspecific news? Club Mirror’s sister magazine, Club Rugby, goes live shortly with pundit interviews and opinions so go to: www.clubrugby.org.uk or go to twitter pages https://twitter.com/Clubmirrorrugby or https://twitter.com/Sports4Bars And don’t forget to share your club news with us and your club colleagues around the country.

Club Mirror Editor Caroline Scoular (bottom right) on set with the BT Sport gang.

24 CLUB MIRROR

Fixtures announced

GALLAGHER PREMIERSHIP RUGBY FIXTURES 2018 - 2019 Time Match

Venue

Ashton Gate Kingsholm Twickenham Stoop Sixways Sandy Park Kingston Park

Date ROUND 4 21 Sep 2018 22 Sep 2018 22 Sep 2018 22 Sep 2018 23 Sep 2018 23 Sep 2018

19.45 15.00 15.00 15.00 15.00 15.00

Newcastle Falcons v Exeter Chiefs Bath Rugby v Northampton Saints Bristol Bears v Harlequins Sale Sharks v Wasps Leicester Tigers v Worcester Warriors Saracens v Gloucester Rugby

Kingston Park Recreation Ground Ashton Gate AJ Bell Stadium Welford Road Allianz Park

Northampton Saints v Harlequins Wasps v Exeter Chiefs Leicester Tigers v Newcastle Falcons Saracens v Bristol Bears Bath Rugby v Gloucester Rugby Sale Sharks v Worcester Warriors

Franklin’s Gardens Ricoh Arena Welford Road Allianz Park Recreation Ground AJ Bell Stadium

ROUND 5 28 Sep 2018 29 Sep 2018 29 Sep 2018 29 Sep 2018 29 Sep 2018 30 Sep 2018

19.45 15.00 15.00 15.00 15.00 15.00

Newcastle Falcons v Wasps Bristol Bears v Northampton Saints Exeter Chiefs v Worcester Warriors Gloucester Rugby v Harlequins Saracens v Bath Rugby Leicester Tigers v Sale Sharks

Kingston Park Ashton Gate Sandy Park Kingsholm Allianz Park Welford Road

Gloucester Rugby v Bristol Bears Exeter Chiefs v Sale Sharks Harlequins v Bath Rugby Northampton Saints v Saracens Worcester Warriors v Newcastle Falcons Wasps v Leicester Tigers

Kingsholm Sandy Park Twickenham Stoop Franklin’s Gardens Sixways Ricoh Arena

ROUND 6 5 Oct 2018 6 Oct 2018 6 Oct 2018 6 Oct 2018 6 Oct 2018 7 Oct 2018

19.45 15.00 15.00 15.00 19.30 15.00

Bath Rugby v Exeter Chiefs Northampton Saints v Leicester Tigers Sale Sharks v Newcastle Falcons Wasps v Gloucester Rugby Harlequins v Saracens Worcester Warriors v Bristol Bears

Recreation Ground Twickenham Stadium AJ Bell Stadium Ricoh Arena Twickenham Stoop Sixways

Date ROUND 1 31 Aug 2018 1 Sep 2018 1 Sep 2018 1 Sep 2018 1 Sep 2018 2 Sep 2018

Time Match

Venue

19.45 14.00 15.00 15.00 16.30 15.00

Bristol Bears v Bath Rugby Gloucester Rugby v Northampton Saints Harlequins v Sale Sharks Worcester Warriors v Wasps Exeter Chiefs v Leicester Tigers Newcastle Falcons v Saracens

ROUND 2 7 Sep 2018 8 Sep 2018 8 Sep 2018 8 Sep 2018 8 Sep 2018 9 Sep 2018

19.45 14.00 15.00 15.00 16.30 15.00

ROUND 3 14 Sep 2018 15 Sep 2018 15 Sep 2018 15 Sep 2018 15 Sep 2018 16 Sep 2018

19.45 15.00 15.00 15.00 15.00 15.00

CLUB MIRROR 25

SPORTS SPECIAL – GALLAGHER PREMIERSHIP RUGBY 2018/19

GALLAGHER PREMIERSHIP RUGBY FIXTURES 2018 - 2019 Date ROUND 7 16 Nov 2018 16 Nov 2018 17 Nov 2018 17 Nov 2018 17 Nov 2018 18 Nov 2018 ROUND 8 23 Nov 2018 23 Nov 2018 24 Nov 2018 24 Nov 2018 24 Nov 2018 25 Nov 2018 ROUND 9 30 Nov 2018 1 Dec 2018 1 Dec 2018 1 Dec 2018 1 Dec 2018 2 Dec 2018 ROUND 10* 21/22/23 Dec 21/22/23 Dec 21/22/23 Dec 21/22/23 Dec 21/22/23 Dec 21/22/23 Dec ROUND 11 28/29/30 Dec 28/29/30 Dec 28/29/30 Dec 28/29/30 Dec 28/29/30 Dec 28/29/30 Dec

Time Match

Venue

Date

Time Match

Venue

19.45 19.45 12.45 13.00 13.00 15.00

Kingsholm Twickenham Stoop Recreation Ground Franklin’s Gardens Allianz Park Ashton Gate

1/2/3 Mar 1/2/3 Mar 1/2/3 Mar 1/2/3 Mar

TBC TBC TBC TBC

Leicester Tigers v Wasps Newcastle Falcons v Worcester Warriors Sale Sharks v Exeter Chiefs Saracens v Northampton Saints

Welford Road Kingston Park AJ Bell Stadium Allianz Park

ROUND 16 8/9/10 Mar 8/9/10 Mar 8/9/10 Mar 8/9/10 Mar 8/9/10 Mar 8/9/10 Mar

TBC TBC TBC TBC TBC TBC

Bath Rugby v Saracens Harlequins v Gloucester Rugby Northampton Saints v Bristol Bears Sale Sharks v Leicester Tigers Wasps v Newcastle Falcons Worcester Warriors v Exeter Chiefs

Recreation Ground Twickenham Stoop Franklin’s Gardens AJ Bell Stadium Ricoh Arena Sixways

ROUND 17 22/23/24 Mar 22/23/24 Mar 22/23/24 Mar 22/23/24 Mar 22/23/24 Mar 22/23/24 Mar

TBC TBC TBC TBC TBC TBC

Bristol Bears v Worcester Warriors Exeter Chiefs v Bath Rugby Gloucester Rugby v Wasps Leicester Tigers v Northampton Saints Saracens v Harlequins Newcastle Falcons v Sale Sharks

Ashton Gate Sandy Park Kingsholm Welford Road Allianz Park Kingston Park

ROUND 18 5/6/7 Apr 5/6/7 Apr 5/6/7 Apr 5/6/7 Apr 5/6/7 Apr 5/6/7 Apr

TBC TBC TBC TBC TBC TBC

Leicester Tigers v Exeter Chiefs Northampton Saints v Gloucester Rugby Sale Sharks v Harlequins Saracens v Newcastle Falcons Wasps v Worcester Warriors Bath Rugby v Bristol Bears

Welford Road Franklin's Gardens AJ Bell Stadium Allianz Park Ricoh Arena Recreation Ground

ROUND 19 12/13/14 Apr 12/13/14 Apr 12/13/14 Apr 12/13/14 Apr 12/13/14 Apr 12/13/14 Apr

TBC TBC TBC TBC TBC TBC

Bristol Bears v Saracens Exeter Chiefs v Wasps Gloucester Rugby v Bath Rugby Harlequins v Northampton Saints Newcastle Falcons v Leicester Tigers Worcester Warriors v Sale Sharks

Ashton Gate Sandy Park Kingsholm Twickenham Stoop Kingston Park Sixways

ROUND 20 26/27/28 Apr 26/27/28 Apr 26/27/28 Apr 26/27/28 Apr 26/27/28 Apr 26/27/28 Apr

TBC TBC TBC TBC TBC TBC

Exeter Chiefs v Harlequins Leicester Tigers v Bristol Bears Newcastle Falcons v Northampton Saints Sale Sharks v Bath Rugby Wasps v Sale Sharks Worcester Warriors v Gloucester Rugby

Sandy Park Welford Road Kingston Park AJ Bell Stadium Ricoh Arena Sixways

ROUND 21 3/4/5 May 3/4/5 May 3/4/5 May 3/4/5 May 3/4/5 May 3/4/5 May

TBC TBC TBC TBC TBC TBC

Bath Rugby v Wasps Bristol Bears v Sale Sharks Gloucester Rugby v Newcastle Falcons Harlequins v Leicester Tigers Northampton Saints v Worcester Warriors Saracens v Exeter Chiefs

Recreation Ground Ashton Gate Kingsholm Twickenham Stoop Franklin's Gardens Allianz Park

ROUND 22 18 May 2018 18 May 2018 18 May 2018 18 May 2018 18 May 2018 18 May 2018

TBC TBC TBC TBC TBC TBC

Exeter Chiefs v Northampton Saints Leicester Tigers v Bath Rugby Newcastle Falcons v Bristol Bears Sale Sharks v Gloucester Rugby Wasps v Harlequins Worcester Warriors v Saracens

Sandy Park Welford Road Kingston Park AJ Bell Stadium Ricoh Arena Sixways

19.45 19.45 13.00 13.00 13.00 15.00

19.45 15.00 15.00 15.00 15.00 15.00

TBC TBC TBC TBC TBC TBC

ROUND 12 2019 4/5/6 Jan TBC 4/5/6 Jan TBC 4/5/6 Jan TBC 4/5/6 Jan TBC 4/5/6 Jan TBC 4/5/6 Jan TBC ROUND 13 15/16/17 Feb 15/16/17 Feb 15/16/17 Feb 15/16/17 Feb 15/16/17 Feb 15/16/17 Feb

TBC TBC TBC TBC TBC TBC

Gloucester Rugby v Leicester Tigers Harlequins v Newcastle Falcons Bath Rugby v Worcester Warriors Northampton Saints v Wasps Saracens v Sale Sharks Bristol Bears v Exeter Chiefs

Newcastle Falcons v Bath Rugby Worcester Warriors v Harlequins Exeter Chiefs v Gloucester Rugby Sale Sharks v Northampton Saints Wasps v Bristol Bears Leicester Tigers v Saracens

Harlequins v Exeter Chiefs Bristol Bears v Leicester Tigers Gloucester Rugby v Worcester Warriors Northampton Saints v Newcastle Falcons Saracens v Wasps Bath Rugby v Sale Sharks

Exeter Chiefs v Saracens Leicester Tigers v Harlequins Newcastle Falcons v Gloucester Rugby Sale Sharks v Bristol Bears Wasps v Bath Rugby Worcester Warriors v Northampton Saints

Bath Rugby v Leicester Tigers Bristol Bears v Newcastle Falcons Gloucester Rugby v Sale Sharks Northampton Saints v Exeter Chiefs Saracens v Worcester Warriors Harlequins v Wasps

Exeter Chiefs v Bristol Bears Leicester Tigers v Gloucester Rugby Newcastle Falcons v Harlequins Sale Sharks v Saracens Wasps v Northampton Saints Worcester Warriors v Bath Rugby

Bath Rugby v Newcastle Falcons Bristol Bears v Wasps Gloucester Rugby v Exeter Chiefs Harlequins v Worcester Warriors Northampton Saints v Sale Sharks Saracens v Leicester Tigers

Kingston Park Sixways Sandy Park AJ Bell Stadium Ricoh Arena Welford Road

Twickenham Stoop Ashton Gate Kingsholm Franklin’s Gardens Allianz Park Recreation Ground

Sandy Park Welford Road Kingston Park AJ Bell Stadium Ricoh Arena Sixways

Recreation Ground Ashton Gate Kingsholm Franklin’s Garden Allianz Park Twickenham Stoop

Sandy Park Welford Road Kingston Park AJ Bell Stadium Ricoh Arena Sixways

Recreation Ground Ashton Gate Kingsholm Twickenham Stoop Franklin’s Garden Allianz Park

ROUND 14 22/23/24 Feb 22/23/24 Feb 22/23/24 Feb 22/23/24 Feb 22/23/24 Feb 22/23/24 Feb

TBC TBC TBC TBC TBC TBC

Exeter Chiefs v Newcastle Falcons Gloucester Rugby v Saracens Harlequins v Bristol Bears Northampton Saints v Bath Rugby Wasps v Sale Sharks Worcester Warriors v Leicester Tigers

Sandy Park Kingsholm Twickenham Stoop Franklin’s Garden Ricoh Arena Sixways

ROUND 15 1/2/3 Mar 1/2/3 Mar

TBC TBC

Bath Rugby v Harlequins Bristol Bears v Gloucester Rugby

Recreation Ground Ashton Gate

*Round 10 onwards: dates and times yet to be allocated at time of writing.

26 CLUB MIRROR

SEMI-FINAL 24/25 May TBC 24/15 May TBC

TBC TBC

FINAL 1 Jun 2018

Twickenham Stadium

TBC

Changing lives...

Wooden Spoon is a registered charity in England and Wales (Reg No: 326691) and in Scotland (Reg No: SC039247)

We fund life-changing projects across the UK and Ireland, using the power of rugby to support children and young people with disabili es or facing disadvantage.

Find out more at woodenspoon.org.uk @charityspoon

facebook.com/WoodenSpoonCharity

WOLVES v EVERTON

Saturday 11th Aug 5.30pm

CHELSEA v ARSENAL

Saturday 18th Aug 5.30pm

LIVERPOOL v BRIGHTON

Saturday 25th Aug 5.30pm

MAN CITY v NEWCASTLE

Saturday 1st Sep 5.30pm

WATFORD v MAN UTD

Saturday 15th Sep 5.30pm

BRIGHTON v SPURS

Saturday 22nd Sep 5.30pm

WEST HAM UTD v MAN UTD Saturday 29th Sep 12.30pm

Live Premier League football on BT Sport

CHELSEA v LIVERPOOL

Saturday 29th Sep 5.30pm

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25% o BT Sport o er: This o er is available, at BT’s discretion, to new (must not have been a customer in the previous 3 months) BT Sport Commercial customers (Single and Group Premises) who sign up for a 6 or 12-month minimum period for the service on BT Sport Total between 6 February and 21 February 2018 (inclusive). BT will reduce your monthly subscription charges for BT Sport Total by 25% for the minimum period of your contract (6 or 12 months, as applicable). Standard monthly subscription charges will apply thereafter. If you terminate the service during the minimum period, you may incur early termination charges. Your subscription charges will be based on the rateable value of your premises. Please call to con rm your rateable value and BT Sport subscription price. You will be entitled to one free Sky box and standard installation. O er not available in conjunction with any further o ers. This o er is subject to BT’s Agreement for BT Sport – Commercial Premises which can be found at btsportbusiness.com/terms © British Telecommunications plc 2018. We’re registered in England at 81 Newgate Street, London EC1A 7AJ (company number 1800000). All this information/pricing was correct at time of print, 6th February and may change. See our terms and conditions at btsportbusiness.com/terms

SPORTS SPECIAL – PREMIER LEAGUE 2018/19 Manchester City lifted the Premier League 2018-19 trophy.

Premier League 2018/19 The new Premier League campaign is here with 20 top football clubs battling it out for the coveted prize once again. With billion of fans tuning in worldwide, UK clubs will be joining in the drama. Are you ready for kick off?

WINNERS’ WONDER WALL 1992/93 Manchester United 1993/94 Manchester United 1994/95 Blackburn Rovers 1995/96 Manchester United 1996/97 Manchester United

es, it’s the new Premier League season, now in its 27th year. Whether watching it pitchside of off-side in the clubhouse the thrilling battle will play out on the world stage, watched globally by over 4.5 billion people as the top teams battle for the Number One spot. And there are bound to be casualties along the way. Arsenal boss Unai Emery faces a tough start to life as his side take on reigning champions Manchester City at home on the opening Sunday of the season (August 12) before travelling to Chelsea the following week. Meanwhile, rivals Tottenham will have to wait until September before they can christen their brand new stadium. They take on Newcastle away on the opening Saturday before their first home game against Fulham on August 18, which takes place at Wembley. They'll then play two away games against Watford and Manchester United before their next home match against Liverpool on September 15, which is the target for the stadium’s grand opening. Pep Guardiola’s City face a tough run in early 2019 as they take on Liverpool at home on New Years’ Day before going up against Wolves, Huddersfield, Newcastle, Arsenal and Chelsea in

the following weeks. Meanwhile, across Manchester and United boss Jose Mourinho’s Red Devils open up at home to Leicester City before tackling Brighton, Tottenham, Burnley and Watford. Of the newly-promoted sides, Cardiff open up against Bournemouth, Fulham face Crystal Palace and Wolves are at home to Everton. In terms of what will happen as the season pans out only time will tell. But as the saying goes, “there is no such thing as a poor bookmaker”, so have a look at some of the odds already out there. Here’s to a great season.

1997/98 Arsenal 1998/99 Manchester United 1999/00 Manchester United 2000/01 Manchester United 2001/02 Arsenal 2002/03 Manchester United 2003/04 Arsenal 2004/05 Chelsea 2005/06 Chelsea 2006/07 Manchester United 2007/08 Manchester United

What are the odds?

2008/09 Manchester United 2009/10 Chelsea

Man City Liverpool Man Utd Chelsea Tottenham Arsenal Wolves Everton Leicester West Ham

8/11 4/1 13/2 12/1 14/1 25/1 100/1 200/1 200/1 200/1

Crystal Palace 500/1 Newcastle 500/1 Southampton 500/1 Bournemouth 750/1 Burnley 750/1 Brighton 1000/1 Cardiff 1000/1 Fulham 1000/1 Huddersfield 1000/1 Watford 1000/1

2010/11 Manchester United 2011/12 Manchester City 2012/13 Manchester United 2013/14 Manchester City 2014/15 Chelsea 2015/16 Leicester City 2016/17 Chelsea 2017/18 Manchester City

CLUB MIRROR 29

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SPORTS SPECIAL – PREMIER LEAGUE 2018/19

Marketing matters – attracting the crowds There's everything to play for as this year's hero teams step on to the pitches. But while they have their work cut out, so too do clubs, as thousands of licensed premises compete for the hearts, minds and wallets of fans country-wide. Are you prepared for the fray? Marketing matters Clearly communicate the date and start times. Place banners, signs and posters at strategic points around the club, and make use of materials available from suppliers.

Guest players Don’t forget to bring the word-ofmouth tactic into play. Ask members to spread the word, and invite them to draw in guests for the activities.

Hi tech, hi performance The quality of screens should rank highly on any check list. Funds permitting, now could be the time to invest in a new system Or consider screening sports alfresco on allweather screens to recreate an on-the-terraces atmosphere.

ajor sporting events present exciting opportunities for clubs to draw in nonregulars, lapsed members and guests. Sports clubs, quite naturally, have the advantage, as members are already conditioned to their visits having a sporting bent. But the Premier League always presents clubs with a sporting chance to score heavily on the bottom line. Customers are confronted daily with offers and deals at their local pubs and bars, so promotions centred around subsidised drinks prices are not enough. Your proposition will, of course, match or better these, so play on the other factors which can provide the competitive edge – a safe, membersand-guests-only environment and a raft of add-ons to enhance the viewing experience.

Dressing the bar With the plethora of bunting, banners and POS material available from suppliers surrounding various sporting events, clubs can dress the bar – and bar staff – to reflect the excitement of the matches.

Food glorious food Providing snacks before kick off, at half time and during the last quarter of the game will keep spectators’ stomachs replete. They’re then more likely to stay for the classic postmatch activities – bemoaning the standard of linesmen (we lost) or celebrating the insightful referee (we won).

All bar none Suppliers have been working hard to maximise the consumer spend during this iconic tournament; enlist their support. Obvious advice, but category management is key. Move best sellers to the front of the fridge, and consider offering ‘all-in’ deals, such as jugs of beer, buy one get one free, free hot dog with every four pints and so on. Tactical top ups during the last 10 minutes of the game will help to keep members in the club longer. And don’t forget the soft drinks for members who are driving, need to return to work in peak fitness, or who simply prefer them.

Speedy service No one wants to miss the action while they queue at a busy bar for the next round. Table service can help here if you have the staff to spare. Or take a tip from theatre land and invite members to pre-order before the action starts. Look at spill-free trays, four pint jugs and bottle-seller bags to speed up service.

The team Staff on the ball? Bring them on side and brief them thoroughly. What’s being screened and when? Who’s going through to the next round? How about providing footballrelated questions to ask members as they buy a round. Get it right and members get a free packet of crisps (or similar).

Competitions Quizzes will separate the men from the boys, and – if you want to go there – check out who really understands the off-side rule.

Post match magic Don’t let the final whistle herald the end of the event. Having worked to build the atmosphere, keep it going once the screen is turned off. Run a question and answer session on the game just witnessed, for example.

CLUB MIRROR 31

SPORTS SPECIAL â&#x20AC;&#x201C; PREMIER LEAGUE 2018/19

FIXTURES

ARSENAL

BOURNEMOUTH

BRIGHTON & HOVE

August Sun 12 Manchester City Sat 18 Chelsea Sat 25 West Ham September Sun 2 Cardiff Sat 15 Newcastle Sun 23 Everton Sat 29 Watford October Sat 6 Fulham Sat 20 Leicester Sat 27 Crystal Palace November Sat 3 Liverpool Sat 10 Wolves Sat 24 Bournemouth December Sat 1 Spurs Tue 4 Manchester Utd Sat 8 Huddersfield Sat 15 Southampton Sat 22 Burnley Wed 26 Brighton Sat 29 Liverpool January Tue 1 Fulham Sat 12 West Ham Sat 19 Chelsea Tue 29 Cardiff February Sat 2 Manchester City Sat 9 Huddersfield Sat 23 Southampton Tue 26 Bournemouth March Sat 2 Spurs Sat 9 Manchester Utd Sat 16 Wolves Sat 30 Newcastle April Sat 6 Everton Sat 13 Watford Sat 20 Crystal Palace Sat 27 Leicester May Sat 4 Brighton Sun 12 Burnley

August Sat 11 Cardiff Sat 18 West Ham Sat 25 Everton September Sat 1 Chelsea Sat 15 Leicester Sun 22 Burnley October Mon 1 Crystal Palace Sat 6 Watford Sat 20 Southampton Sat 27 Fulham November Sat 3 Manchester Utd Sat 10 Newcastle Sat 24 Arsenal December Sat 1 Manchester City Tue 4 Huddersfield Sat 8 Liverpool Sat 15 Wolves Sat 22 Brighton Wed 26 Spurs Sat 29 Manchester Utd January Tue 1 Watford Sat 12 Everton Sat 19 West Ham Tue 29 Chelsea February Sat 2 Cardiff Sat 9 Liverpool Sat 23 Wolves Tue 26 Arsenal March Sat 2 Manchester City Sat 9 Huddersfield Sat 16 Newcastle Sat 30 Leicester April Sat 6 Burnley Sat 13 Brighton Sat 20 Fulham Sat 27 Southampton May Sat 4 Spurs Sun 12 Crystal Palace

H A H A A H H A H A H H A H A H A H A A H A H H A A H H A H A H A A H A H A

32 CLUB MIRROR

A H A H A H A H A H A H H A H A A H A H H A A H A H A H A H A H A H A

CARDIFF CITY

BURNLEY August Sun 12 Southampton Sat 18 Watford Sat 25 Fulham September Sat 1 Manchester Utd Sun 16 Wolves Sat 22 Bournemouth Sun 30 Cardiff October Sat 6 Huddersfield Sat 20 Manchester City Sat 27 Chelsea November Sat 3 West Ham Sat 10 Leicester Sat 24 Newcastle December Sat 1 Crystal Palace Tue 4 Liverpool Sat 8 Brighton Sat 15 Spurs Sat 22 Arsenal Wed 26 Everton Sat 29 West Ham January Tue 1 Huddersfield Sat 12 Fulham Sat 19 Watford Tue 29 Manchester Utd February Sat 2 Southampton Sat 9 Brighton Sat 23 Spurs Wed 27 Newcastle March Sat 2 Crystal Palace Sat 9 Liverpool Sat 16 Leicester Sat 30 Wolves April Sat 6 Bournemouth Sat 13 Cardiff Sat 20 Chelsea Sat 27 Manchester City May Sat 4 Everton Sun 12 Arsenal

H A H

A H A A A H A H A A A A H A H H A A H H A H A A H A H A H A H H A H A H A H

August Sat 11 Bournemouth Sat 18 Newcastle Sat 25 Huddersfield September Sun 2 Arsenal Sat 15 Chelsea Sat 22 Manchester City Sun 30 Burnley October Sat 6 Spurs Sat 20 Fulham Sat 27 Liverpool November Sat 3 Leicester Sat 10 Brighton Sat 24 Everton December Sat 1 Wolves Tue 4 West Ham Sat 8 Southampton Sat 15 Watford Sat 22 Manchester Utd Wed 26 Crystal Palace Sat 29 Leicester January Tue 1 Spurs Sat 12 Huddersfield Sat 19 Newcastle Tue 29 Arsenal February Sat 2 Bournemouth Sat 9 Southampton Sat 23 Watford Tue 26 Everton March Sat 2 Wolves Sat 9 West Ham Sat 16 Brighton Sat 30 Chelsea April Sat 6 Manchester City Sat 13 Burnley Sat 20 Liverpool Sat 27 Fulham May Sat 4 Crystal Palace Sun 12 Manchester Utd

August Sat 11 Watford Sun 19 Manchester Utd Sat 25 Liverpool September Sat 1 Fulham Mon 17 Southampton Sun 22 Spurs Sun 29 Manchester City October Sat 6 West Ham Sat 20 Newcastle Sat 27 Wolves November Sat 3 Everton Sat 10 Cardiff Sat 24 Leicesterl December Sat 1 Huddersfield Tue 4 Crystal Palace Sat 8 Burnley Sat 15 Chelsea Sat 22 Bournemouth Wed 26 Arsenal Sat 29 Everton January Tue 1 West Ham Sat 12 Liverpool Sat 19 Manchester Utd Tue 29 Fulham February Sat 2 Watford Sat 9 Burnley Sat 23 Chelsea Tue 26 Leicester March Sat 2 Huddersfield Sat 9 Crystal Place Sat 16 Cardiff Sat 30 Southampton April Sat 6 Spurs Sat 13 Bournemouth Sat 20 Wolves Sat 27 Newcastle May Sat 4 Arsenal Sun 12 Manchester City

A H A H A H A H A H A A H A H A H A H H A H A A H H A A H A H H A H A H A H

CHELSEA A H A H A H H A H A H H A H A H A H A A H H A A H A H H A H A H A A H A H A

August Sat 11 Huddersfield Sat 18 Arsenal Sun 26 Newcastle September Sat 1 Bournemouth Sat 15 Cardiff Sun 23 West Ham Sat 29 Liverpool October Sat 6 Southampton Sat 20 Manchester Utd Sat 27 Burnley November Sat 3 Crystal Palace Sat 10 Everton Sat 24 Spurs December Sat 1 Fulham Tue 4 Wolves Sat 8 Manchester City Sat 15 Brighton Sat 22 Leicester Wed 26 Watford Sat 29 Crystal Palace January Tue 1 Southampton Sat 12 Newcastle Sat 19 Arsenal Tue 29 Bournemouth February Sat 2 Huddersfield Sat 9 Manchester City Sat 23 Brighton Wed 27 Spurs March Sat 2 Fulham Sat 9 Wolves Sat 16 Everton Sat 30 Cardiff April Sat 6 West Ham Sat 13 Liverpool Sat 20 Burnley Sat 27 Manchester Utd May Sat 4 Watford Sun 12 Leicester

Please note: Matches may be subject to change or alteration.

CRYSTAL PALACE A H A H H A H A H A H H A H A H A H A A H H A A H A H H A H A A H A H A H A

August Sat 11 Fulham Mon 20 Liverpool Sun 26 Watford September Sat 1 Southampton Sat 15 Huddersfield Sat 22 Newcastle October Mon 1 Bournemouth Sat 6 Wolves Sat 20 Everton Sat 27 Arsenal November Sat 3 Chelsea Sat 10 Spurs Sat 24 Manchester Utd December Sat 1 Burnley Tue 4 Brighton Sat 8 West Ham Sat 15 Leicester Sat 22 Manchester City Wed 26 Cardiff Sat 29 Chelsea January Tue 1 Wolves Sat 12 Watford Sat 19 Liverpool Wed 30 Southampton February Sat 2 Fulham Sat 9 West Ham Sat 23 Leicester Tue 26 Manchester Utd March Sat 2 Burnley Sat 9 Brighton Sat 16 Spurs Sat 30 Huddersfield April Sat 6 Newcastle Sat 13 Manchester City Sat 20 Arsenal Sat 27 Everton May Sat 4 Cardiff Sun 12 Bournemouth

A H A H A H A H A H A H A H A A H A H H A H A A H H A H A H A H A H A H A H

FOR 2018-2019

EVERTON August Sat 11 Wolves Sat 18 Southampton Sat 25 Bournemouth September Sat 1 Huddersfield Sun 16 West Ham Sun 23 Arsenal Sat 29 Fulham October Sat 6 Leicester Sat 20 Crystal Palace Sat 27 Manchester Utd November Sat 3 Brighton Sat 10 Chelsea Sat 24 Cardiff December Sat 1 Liverpool Wed 5 Newcastle Sat 8 Watford Sat 15 Manchester City Sat 22 Spurs Wed 26 Burnley Sat 29 Brighton January Tue 1 Leicester Sat 12 Bournemouth Sat 19 Southampton Tue 29 Huddersfield February Sat 2 Wolves Sat 9 Watford Sat 23 Manchester City Tue 26 Cardiff March Sat 2 Liverpool Sat 9 Newcastle Sat 16 Chelsea Sat 30 West Ham April Sat 6 Arsenal Sat 13 Fulham Sat 20 Manchester Utd Sat 27 Crystal Palace May Sat 4 Burnley Sun 12 Spurs

FULHAM

HUDDERSFIELD

August Sat 11 Crystal Palace Sat 18 Spurs Sat 25 Burnley September Sat 1 Brighton Sat 15 Manchester City Sat 22 Watford Sat 29 Everton October Sat 6 Arsenal Sat 20 Cardiff Sat 27 Bournemouth November Sat 3 Huddersfield Sat 10 Liverpool Sat 24 Southampton December Sat 1 Chelsea Tue 4 Leicester Sat 8 Manchester Utd Sat 15 West Ham Sat 22 Newcastle Wed 26 Wolves Sat 29 Huddersfield January Tue 1 Arsenal Sat 12 Burnley Sat 19 Spurs Tue 29 Brighton February Sat 2 Crystal Palace Sat 9 Manchester Utd Sat 23 West Ham Wed 27 Southampton March Sat 2 Chelsea Sat 9 Leicester Sat 16 Liverpool Sat 30 Manchester City April Sat 6 Watford Sat 13 Everton Sat 20 Bournemouth Sat 27 Cardiff May Sat 4 Wolves Sun 12 Newcastle

August Sat 11 Chelsea Sun 19 Manchester City Sat 25 Cardiff September Sat 1 Everton Sat 15 Crystal Palace Sat 22 Leicester Sat 29 Spurs October Sat 6 Burnley Sat 20 Liverpool Sat 27 Watford November Sat 3 Fulham Sat 10 West Ham Sat 24 Wolves December Sat 1 Brighton Tue 4 Bournemouth Sat 8 Arsenal Sat 15 Newcastle Sat 22 Southampton Wed 26 Manchester Utd Sat 29 Fulham January Tue 1 Burnley Sat 12 Cardiff Sat 19 Manchester City Tue 29 Everton February Sat 2 Chelsea Sat 9 Arsenal Sat 23 Newcastle Tue 26 Wolves March Sat 2 Brighton Sat 9 Bournemouth Sat 16 West Ham Sat 30 Crystal Palace April Sat 6 Leicester Sat 13 Spurs Sat 20 Watford Sat 27 Liverpool May Sat 4 Manchester Utd Sun 12 Southampton

H A H A A H A H A H A A H A H A H A H H A A H H A H A A H A H H A H A H A H

H H A H A H A H A H A H H A H A A H H A A H A H A H A H A H A H A H A

August Sun 12 West Ham Mon 20 Crystal Palace Sat 25 Liverpool September Sat 1 Leicester Sun 16 Spurs Sat 22 Southampton Sun 30 Chelsea October Sat 6 Manchester City Sat 20 Huddersfield Sat 27 Cardiff November Sat 3 Arsenal Sat 10 Fulham Sat 24 Watford December Sat 1 Everton Tue 4 Burnley Sat 8 Bournemouth Sat 15 Manchester Utd Sat 22 Wolves Wed 26 Newcastle Sat 29 Arsenal January Tue 1 Manchester City Sat 12 Brighton Sat 19 Crystal Palace Wed 30 Leicester February Sat 2 West Ham Sat 9 Bournemouth Sat 23 Manchester Utd Wed 27 Watford March Sat 2 Everton Sat 9 Burnley Sat 16 Fulham Sat 30 Spurs April Sat 6 Southampton Sat 13 Chelsea Sat 20 Cardiff Sat 27 Huddersfield May Sat 4 Newcastle Sun 12 Wolves

H A H A H A H A H A H H A H A A H H A A H A H H A H A H A H A A H A H A H A

H A H A A H A H A H A H A H A A H A H H A A H H A H A H A H A H A H A H A H

August Sun 12 Arsenal Sun 19 Huddersfield Sat 25 Wolves September Sat 1 Newcastle Sat 15 Fulham Sat 22 Cardiff Sat 29 Brighton October Sat 6 Liverpool Sat 20 Burnley Sat 27 Spurs November Sat 3 Southampton Sat 10 Manchester Utd Sat 24 West Ham December Sat 1 Bournemouth Tue 4 Watford Sat 8 Chelsea Sat 15 Everton Sat 22 Crystal Palace Wed 26 Leicester Sat 29 Southampton January Tue 1 Liverpool Sat 12 Wolves Sat 19 Huddersfield Wed 30 Newcastle February Sat 2 Arsenal Sat 9 Chelsea Sat 23 Everton Wed 27 West Ham March Sat 2 Bournemouth Sat 9 Watford Sat 16 Manchester Utd Sat 30 Fulham April Sat 6 Cardiff Sat 13 Crystal Palace Sat 20 Spurs Sat 27 Burnley May Sat 4 Leicester Sun 12 Brighton

August Fri 10 Manchester Utd Sat 18 Wolves Sat 25 Southampton September Sat 1 Liverpool Sat 15 Bournemouth Sat 22 Huddersfield Sat 29 Newcastle October Sat 6 Everton Sat 20 Arsenal Sat 27 West Ham November Sat 3 Cardiff Sat 10 Burnley Sat 24 Brighton December Sat 1 Watford Tue 4 Fulham Sat 8 Spurs Sat 15 Crystal Palace Sat 22 Chelsea Wed 26 Manchester City Sat 29 Cardiff January Tue 1 Everton Sat 12 Southampton Sat 19 Wolves Wed 30 Liverpool February Sat 2 Manchester Utd Sat 9 Spurs Sat 23 Crystal Palace Tue 26 Brighton March Sat 2 Watford Sat 9 Fulham Sat 16 Burnley Sat 30 Bournemouth April Sat 6 Huddersfield Sat 13 Newcastle Sat 20 West Ham Sat 27 Arsenal May Sat 4 Manchester City Sun 12 Chelsea

A H A H A H A H A H A H A H A H A A H H A H A A H A H H A H A H A H A H A H

MANCHESTER UTD

MANCHESTER CITY

LIVERPOOL A H A

LEICESTER CITY

A H A H H A H A H A H H A H A A H H A A H H A A H H A H A H A A H A H A H A

August Fri 10 Leicester Sun 19 Brighton Mon 27 Spurs September Sat 1 Burnley Sat 15 Watford Sat 22 Wolves Sat 29 West Ham October Sat 6 Newcastle Sat 20 Chelsea Sat 27 Everton November Sat 3 Bournemouth Sat 10 Manchester City Sat 24 Crystal Palace December Sat 1 Southampton Tue 4 Arsenal Sat 8 Fulham Sat 15 Liverpool Sat 22 Cardiff Wed 26 Huddersfield Sat 29 Bournemouth January Tue 1 Newcastle Sat 12 Spurs Sat 19 Brighton Tue 29 Burnley February Sat 2 Leicester Sat 9 Fulham Sat 23 Liverpool Tue 26 Crystal Palace March Sat 2 Southampton Sat 9 Arsenal Sat 16 Manchester City Sat 30 Watford April Sat 6 Wolves Sat 13 West Ham Sat 20 Everton Sat 27 Chelsea May Sat 4 Huddersfield Sun 12 Cardiff

H A H A A H A H A H A A H A H H A A H H A A H H A A H A H A H H A H A H A H

CLUB MIRROR 33

SPORTS SPECIAL – PREMIER LEAGUE 2018/19

SOUTHAMPTON

NEWCASTLE UTD August Sat 11 Spurs Sat 18 Cardiff Sun 26 Chelsea September Sat 1 Manchester City Sat 15 Arsenal Sat 22 Crystal Palace Sat 29 Leicester October Sat 6 Manchester Utd Sat 20 Brighton Sat 27 Southampton November Sat 3 Watford Sat 10 Bournemouth Sat 24 Burnley December Sat 1 West Ham Tue 4 Everton Sat 8 Wolves Sat 15 Huddersfield Sat 22 Fulham Wed 26 Liverpool Sat 29 Watford January Tue 1 Manchester Utd Sat 12 Chelsea Sat 19 Cardiff Wed 30 Manchester City February Sat 2 Spurs Sat 9 Wolves Sat 23 Huddersfield Tue 26 Burnley March Sat 2 West Ham Sat 9 Everton Sat 16 Bournemouth Sat 30 Arsenal April Sat 6 Crystal Palace Sat 13 Leicester Sat 20 Southampton Sat 27 Brighton May Sat 4 Liverpool Sun 12 Fulham

H A H A H A H A H A H H A H A H A H A A H A H H A A H H A H A A H A H A H A

34 CLUB MIRROR

August Sun 12 Burnley Sat 18 Everton Sat 25 Leicester September Sat 1 Crystal Palace Mon 17 Brighton Sat 22 Liverpool Sat 29 Wolves October Sat 6 Chelsea Sat 20 Bournemouth Sat 27 Newcastle November Sat 3 Manchester City Sat 10 Watford Sat 24 Fulham December Sat 1 Manchester Utd Wed 5 Spurs Sat 8 Cardiff Sat 15 Arsenal Sat 22 Huddersfield Wed 26 West Ham Sat 29 Manchester City January Tue 1 Chelsea Sat 12 Leicester Sat 19 Everton Wed 30 Crystal Palace February Sat 2 Burnley Sat 9 Cardiff Sat 23 Arsenal Tue 26 Fulham March Sat 2 Manchester Utd Sat 9 Spurs Sat 16 Watford Sat 30 Brighton April Sat 6 Liverpool Sat 13 Wolves Sat 20 Newcastle Sat 27 Bournemouth May Sat 4 West Ham Sun 12 Huddersfield

H A H A H A A H A H A H A H A A H A H H A A H H A H A H A H A A H H A H A H

WOLVES

WEST HAM August Sun 12 Liverpool Sat 18 Bournemouth Sat 25 Arsenal September Sat 1 Wolves Mon 17 Everton Sun 23 Chelsea Sat 29 Manchester Utd October Sat 6 Brighton Sat 20 Spurs Sat 27 Leicester November Sat 3 Burnley Sat 10 Huddersfield Sat 24 Manchester City December Sat 1 Newcastle Tue 4 Cardiff Sat 8 Crystal Palace Sat 15 Fulham Sat 22 Watford Wed 26 Southampton Sat 29 Burnley January Tue 1 Brighton Sat 12 Arsenal Sat 19 Bournemouth Tue 29 Wolves February Sat 2 Liverpool Sat 9 Crystal Palace Sat 23 Fulham Tue 26 Manchester City March Sat 2 Newcastle Sat 9 Cardiff Sat 16 Huddersfield Sat 30 Everton April Sat 6 Chelsea Sat 13 Manchester Utd Sat 20 Leicester Sat 27 Spurs May Sat 4 Southampton Sun 12 Watford

FIXTURES CONTINUED

A H A H A H H A H A H A H A H H A H A A H H A A H A H A H A H H A A H A H A

August Sat 11 Everton Sat 18 Leicester Sun 26 Manchester City September Sat 1 West Ham Sun 16 Burnley Sat 22 Manchester Utd Sat 29 Southampton October Sat 6 Crystal Palace Sat 20 Watford Sat 27 Brighton November Sat 3 Spurs Sat 10 Arsenal Sat 24 Huddersfield December Sat 1 Cardiff Tue 4 Chelsea Sat 8 Newcastle Sat 15 Bournemouth Sat 22 Liverpool Wed 26 Fulham Sat 29 Spurs January Tue 1 Crystal Palace Sat 12 Manchester City Sat 19 Leicester Tue 29 West Ham February Sat 2 Everton Sat 9 Newcastle Sat 23 Bournemouth Tue 26 Huddersfield March Sat 2 Cardiff Sat 9 Chelsea Sat 16 Arsenal Sat 30 Burnley April Sat 6 Manchester Utd Sat 13 Southampton Sat 20 Brighton Sat 27 Watford May Sat 4 Fulham Sun 12 Liverpool

TOTTENHAM HOTSPUR

WATFORD

August Sat 11 Newcastle Sat 18 Fulham Mon 27 Manchester Utd September Sun 2 Watford Sat 15 Liverpool Sat 22 Brighton Sat 29 Huddersfield October Sat 6 Cardiff Sat 20 West Ham Sat 27 Manchester City November Sat 3 Wolves Sat 10 Crystal Palace Sat 24 Chelsea December Sat 1 Arsenal Wed 5 Southampton Sat 8 Leicester Sat 15 Burnley Sat 22 Everton Wed 26 Bournemouth Sat 29 Wolves January Tue 1 Cardiff Sat 12 Manchester Utd Sat 19 Fulham Wed 30 Watford February Sat 2 Newcastle Sat 9 Leicester Sat 23 Burnley Tue 26 Chelsea March Sat 2 Arsenal Sat 9 Southampton Sat 16 Crystal Palace Sat 30 Liverpool April Sat 6 Brighton Sat 13 Huddersfield Sat 20 Manchester City Sat 27 West Ham May Sat 4 Bournemouth Sun 12 Everton

August Sat 11 Brighton Sat 18 Burnley Sun 26 Crystal Palace September Sun 2 Spurs Sat 15 Manchester Utd Sat 22 Fulham Sat 29 Arsenal October Sat 6 Bournemouth Sat 20 Wolves Sat 27 Huddersfield November Sat 3 Newcastle Sat 10 Southampton Sat 24 Liverpool December Sat 1 Leicester Tue 4 Manchester City Sat 8 Everton Sat 15 Cardiff Sat 22 West Ham Wed 26 Chelsea Sat 29 Newcastle January Tue 1 Bournemouth Sat 12 Crystal Palace Sat 19 Burnley Wed 30 Spurs February Sat 2 Brighton Sat 9 Everton Sat 23 Cardiff Tue 26 Liverpool March Sat 2 Leicester Sat 9 Manchester City Sat 16 Southampton Sat 30 Manchester Utd April Sat 6 Fulham Sat 13 Arsenal Sat 20 Huddersfield Sat 27 Wolves May Sat 4 Chelsea Sun 12 West Ham

A H A A H A A H A H A A H A H A H A H H A H A H H H A A H A H A H H A H A H

H A H H H A A H A H A A H A H A H A H H A A H A A H A A H A H A H H A H A H

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Premier League 2018/19 Preview of all the action Could you be our Football Club of the Year 2018/19? Use this QR code to enter.

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SPORTS SPECIAL – CRICKET The breadth of formats – including night time play – is driving interest in cricket.

Cricket storms ahead The results of the largest ever market research project into cricket from the International Cricket Council shows that the interest in cricket in all its forms continues unabated, with over one billion fans globally.

survey of 19,000 16-69 year olds, undertaken by Nielsen on behalf of the International Cricket Council (ICC), has revealed that the average age of cricket fans is 34 with a demographic breakdown of 61% male and 39% female. ICC Chief Executive David Richardson said: “It is the first global market research project ever undertaken in the sport and having more than one billion fans in the surveyed age category of 16-69 alone, with an average age of 34, is undoubtedly an exciting and strong position from which we can drive the sport forward.” The women’s game continues to gain momentum and on the back of the game-changing ICC Women’s World Cup, two-thirds of cricket fans are interested in women’s cricket (68%) and the ICC Women’s Cricket World Cup (65%) – in addition, 70% of fans want to see more live coverage of women’s cricket. Close to 70% of fans are interested in Test cricket with fans in England and Wales showing the strongest interest in this format (86%). South Africa leads the interest in One Day International (ODI) cricket (91%) and Pakistan in T20I cricket (98%). Globally, T20I is the most popular format

with 92% interest whilst ODIs are close with 88% interest. The research highlighted significant growth potential in both traditional and non-traditional markets and also identified more than 300 million active participants over the age of 16, ranging from occasional social players to the elite level. These participants highlighted the fun and sociability of the sport as well as the health benefits. The main motivators for sports fans who are not currently interested in cricket to become fans include a better understanding of the cricket calendar as well as making it an easier sport to follow, which is being addressed in the global strategy for cricket currently being shaped across the sport. “There are opportunities to grow in both our traditional markets, where the focus will be on attracting more women and girls, children and families, to the game, as well as non-traditional cricket playing nations where there is clearly both interest and opportunity,” said Richardson. “A global growth strategy for cricket is currently being developed and this research is a significant cornerstone of that, guiding our decision making and providing us with a benchmark to measure progress as we look to drive long-term growth of the game.”

COMING UP... England v India Tests August and September promise to be an exciting time for cricket fans as mighty India takes on England in the five-match Specsavers series. Wed Aug 1 - Sun Aug 5 11:00 local | 10:00 GMT England vs India, 1st Test Edgbaston, Birmingham Thu Aug 9 - Mon Aug 13 11:00 local | 10:00 GMT England vs India, 2nd Test Lords, London Sat Aug 18 - Wed Aug 22 11:00 local | 10:00 GMT England vs India, 3rd Test Trent Bridge, Nottingham Thu Aug 30 - Mon Sep 3 11:00 local | 10:00 GMT England vs India, 4th Test The Ageas Bowl, Southampton Fri Sep 7 - Tue Sep 11 11:00 local | 10:00 GMT England vs India, 5th Test Kennington Oval, London

CLUB MIRROR 37

SPORTS SPECIAL – CRICKET

The Women’s World

T20 2018 The ICC Women’s World Twenty20 2018 is being held in the West Indies from 9-24 November. England’s reigning ICC Women’s World Cup winners will be determined to keep their heads held high as they take on nine other teams in the tournament, including three-time champions Australia and defending champions the Windies. “We’re really excited about the World T20 in the Caribbean,” said England Captain Heather Knight. “It’s an amazing chance to become double world champions but we have a lot of hard work to do first. We showed in India in our tri-series that we’re capable of playing very good T20 cricket but we need to keep improving as a side and add more consistency to our game.” Defending champions the Windies are in Group A along with England, South Africa, Sri Lanka and Qualifier 1 from the Netherlands event, while Australia, India, New Zealand, Pakistan and Qualifier 2 will be in Group B. The event kicks off at the Guyana National Stadium, starting with India and New Zealand. In the second match, Australia will play Pakistan and the Windies round off the day playing Qualifier 1 under lights. This venue will also host matches between arch-rivals India and Pakistan on 11

England’s ICC Women’s World Cup winners are ready to do battle. November and trans-Tasman adversaries Australia and New Zealand two days later. The Darren Sammy Cricket Ground in St Lucia will be the other venue for the group stage with the first match there pitting England against Sri Lanka on 10 November, while the Sir Vivian Richards Cricket Ground in Antigua will host both semifinals on 22 November and the final on 24 November. ICC Women’s World T20 Tournament Director, Jennifer Nero said: “I want to urge the fans to come out and see the best players in the modern

game. Women’s cricket is growing at a rapid rate as we saw from last year’s ICC Women’s World Cup in England, and teams are getting stronger. Here in the West Indies, we are committed to playing a major role in the continued growth and development of the sport. We want to invite the cricket world to be part of this exhilarating world-class event on and off the field.” All 23 matches will be broadcast live and the Decision Review System (DRS) will be used for the first time in any ICC World Twenty20 event.

And there’s more – 2019 2019 ASHES SCHEDULE Thursday 1 – Monday 5 Aug: England v Australia 1st Specsavers Test, Edgbaston Wednesday 14 – Sunday 18 Aug: England v Australia 2nd Specsavers Test, Lord’s Thursday 22 – Monday 26 Aug: England v Australia 3rd Specsavers Test, Emerald Headingley Next summer sees both an ICC Cricket World Cup and an Ashes Series, so a season to savour for all cricket fans. “It is a once-in-a-generation opportunity for us to build an even bigger following for all formats of the game,” said ECB CEO Tom Harrison. “There is nothing more important to England cricket fans than an Ashes Series. With the added element of being England’s first Test series in the new World Test Championship, it’s a hugely exciting prospect and we anticipate unprecedented demand for tickets. Ashes tickets Each of the host venues of The Specsavers Ashes Series will run a public ballot for tickets. Visit https://www.ecb.co.uk or use this QR code.

38 CLUB MIRROR

Wednesday 4 – Sunday 8 Sept: England v Australia 4th Specsavers Test, Emirates Old Trafford

World Cup Tickets The Public Ballot for tickets opened on 1 August and remains open until 29 August. To apply, register via the Cricket World Cup Ticketing Website at https://tickets.cricketworldcup.com

Thursday 12 – Monday 16 Sept: England v Australia 5th Specsavers Test, Kia Oval

The 2019 World Cup Hosted in England and Wales, the 2019 World Cup sees 10 teams in a round robin group stage, followed by the semi-finals and final. England opens the tournament at The Oval on 30 May when they take on South Africa, while reigning champions Australia start their title defense on 1 June against Afghanistan in a day/night match in Bristol. The drama concludes with the final taking place at Lord’s on Sunday 14 July.

For updates and information on cricket schedules, on who's showing what and when visit: BBC

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LIVE SPORTING FIXTURES FROM

The best of Sunday, August 5, 3pm – BT Sport

FA Community Shield: Manchester City v Chelsea The traditional curtain raiser for the new season as 201718 Premier League winners Manchester City take on FA Cup winners Chelsea at Wembley in what is always an enthralling match.

Sports4Bars.com looks ahead to the sporting highlights during August as the 2018/19 Premier League season kicks off. Sunday August 5 3pm BT Sport

Saturday August 11 12.30pm Sky Sports Premier League

FA Community Shield: Manchester City v Chelsea

Premier League: Newcastle United v Tottenham

The season gets off to a flyer at Wembley Stadium as reigning Premier League champions Manchester City take on FA Cup holders Chelsea.

Rafa Benitez has made clear that the Magpies are unlikely to challenge for any silverware this season with survival their main goal so it will be fascinating to see how his team fare against a highly rated Spurs side.

Tuesday August 7 7.45pm Sky Sports Football

Championship: Nottingham Forest v West Bromwich Albion

Thursday, August 9, 10.30am – Sky Sports Cricket

Cricket: England v India – 2nd Test Lord’s is the venue for the 2nd Test of this five-Test series. The last series between these sides, on Indian soil in 2016, was something of a disaster for England as they crashed to a 4-0 series whitewash against their hosts. The tourists are currently ranked No.1 in the ICC Test rankings.

Can West Brom bounce back to the Premier League after suffering relegation last year? The Championship is certainly an unforgiving and highly competitive environment. Thursday August 9 10.30am Sky Sports Cricket

International Cricket: England v India - 2nd Test Lord’s is the venue for the 2nd Test as England take on a very strong India side which boasts a number of top stars, including skipper MS Dhoni, a player who is a proven run maker at the top level.

Wednesday, August 22, 12.30pm – ITV

Horse Racing: The Ebor Festival The Ebor Festival gets underway at York with top-class racing across all four days of this prestigious flat racing event. Opening day sees the Group 1 Juddmonte International taking place. This is the richest race of the season at York and the illustrious list of previous winners includes such names as Frankel, Sea The Stars and Giant’s Causeway.

Friday August 10 8pm Sky Sports Premier League

Premier League: Manchester United v Leicester City United manager Jose Mourinho has made no secret of his intention to bolster his side’s defence this season after some inconsistency in that area last time out, meaning some new faces joining the squad at Old Trafford.

Saturday August 11 5.30pm BT Sport

Premier League: Wolverhampton Wanderers v Everton Wolverhampton fans were delighted to win promotion with four games to spare but will know that it will take some time to adjust to the rigours of Premier League football. Sunday August 12 1.30pm Sky Sports Premier League

Premier League: Liverpool v West Ham Jurgen Klopp’s project to turn the Reds into a formidable force on the domestic and European scene is certainly well advanced and hopes are high amongst the Anfield faithful that this will prove a watershed season. Sunday August 12 4pm Sky Sports Premier League

Premier League: Arsenal v Manchester City A baptism of fire for new Arsenal manager Unai Emery as his side take on the reigning Premier League champions. Can he turn around the fortunes of the Gunners?

For latest news and timings on sporting events coming to the club screen, visit Sports4Bars.com 40 CLUB MIRROR

August’s live sport ALSO COMING UP...

Premier League: Liverpool v West Ham, Sunday, August 12, 1.30pm, Sky Sports Premier League

Saturday August 4 5.30pm Sky Sports Football

Championship Football: Sheffield United v Swansea City Sunday August 5 4.30pm Sky Sports Football

Championship Football: Leeds United v Stoke City Tuesday August 14 7.45pm Sky Sports Football

Carabao Cup: 1st Round Yeovil Town v Aston Villa

Wednesday August 15 7.45pm BT Sport 2

Saturday August 18 5.30pm BT Sport

Wednesday August 22 12.30pm ITV

UEFA Super Cup: Real Madrid v Atletico Madrid

Premier League: Chelsea v Arsenal

Horse Racing: Ebor Festival, York - Day 1

The UEFA Champions League winners take on the UEFA Europa League winners in an all-Madrid affair which will mean both sets of teams and supporters travelling to Talinn in Estonia to fulfill this fixture. With Cristiano Ronaldo having departed during the summer, Welshman Gareth Bale will be spearheading Real’s attacking efforts as the Galacticos take on their cross city rivals.

West London takes on North London in this Premier League tie which should go some way to demonstrating the passionate and tribal nature of top-flight of English football to the new foreign managers of Chelsea and Arsenal. Honours were even between these sides last year in the League with a nil-nil draw at Stamford Bridge followed by a 2-2 draw at the Emirates.

Action from York as the four-day Ebor Festival gets underway. Today’s key races are the Juddmonte International and the Great Voltigeur Stakes. Some of the most illustrious names in the sport have graced the Juddmonte International over the years with Lester Piggott and Frankie Dettori holding the joint record for the most wins in the race with five apiece.

Saturday August 18 10.30am Sky Sports Cricket

Monday August 20 8pm Sky Sports Premier League

Monday August 27 8pm Sky Sports Premier League

International Cricket: England v India - 3rd Test

Premier League: Crystal Palace v Liverpool

Premier League: Manchester United v Tottenham

An unusual Saturday morning start for the 3rd Test at Nottingham’s Trent Bridge, the first since 1955. This match is a crucial one in the context of the five-Test series which pits England against the top ranked Test nation.

It was a real rollercoaster ride for Palace last season but they managed a major turnaround in the final months of the season to ensure their survival in the Premier League. The signs are that another do-ordie effort will be required.

An unmissable fixture which will see a host of stars from Russia 2018 battling it out at Old Trafford. Spurs skipper Harry Kane is well on his way to becoming a giant of the game and will want to make a mighty contribution here.

Wednesday August 15 7pm Sky Sports Cricket

Vitality Blast Cricket: Birmingham Bears v Lancashire Lightning Friday August 24 7.45pm Sky Sports Football

Championship Football: Middlesbrough v West Bromwich Albion Sunday August 26 2pm Sky Sports F1

F1: Belgian Grand Prix Thursday August 30 10.30am Sky Sports Cricket

International Cricket: England v India - 4th Test

www.Sports4Bars.com

For latest news and timings on sporting events coming to the club screen, visit Sports4Bars.com CLUB MIRROR 41

HQ BUILDING THE BUSINESS

Research on the advent of auto-enrolment has been published by the Department for Work and Pensions with some surprising results; it remains a hot topic. On the subject of ‘hot’, with the heatwave still in fine fettle as we go to press, Hubbard Systems offers advice on how to utilise leftover ice cubes in a hygienic and environmentally friendly way. PLUS: save your club money with our HQ Building the Business, legal advice and energy saving opportunities.

Auto-enrolment – research results T

he Department for Work and Pensions (DWP) has published quantitative research on autoenrolment among small and micro employers, based on employers who went through the enrolment process between September 2016 and March 2017. The Key findings were: • 81% of small employers agreed workplace pensions are a good thing. • 65% agreed it was their responsibility to encourage staff not to opt out. • Despite the above, only just over half (54%) viewed it as their responsibility to ensure staff could manage financially in retirement. • 70% found the ongoing admin of workplace pen-

sions easy to cope with. • Consistent with other populations, opt-out rates are low, with 85% of members staying in their pension. • Part time and older workers are more likely to opt out. Tom McPhail, Head of policy at Hargreaves Lansdown said: “Auto-enrolment is working well. Even among the most challenging sector of the employer community, the very small businesses, there’s good support for the policy, the administration isn’t too much of a burden and the employees are staying in their pensions. So far so good.

“There are two big challenges to face next. Firstly we have to put employees in control of their own retirement savings, rather than forcing them to switch to a new pension every time they change jobs. This aspect of the system is madness and runs against the grain of the way people manage their finances. Secondly we have to promote better engagement on the part of employees, encouraging them to take an active interest in their savings; in particular we need to encourage them to think about how much they are saving and where their money is invested.” • t. (Direct): 0117 988 9949 • e. tom.mcphail@hl.co.uk

Greeningtheplanetwithleftovericecubes T

here’s often ice leftover in an ice maker’s storage bin when staff come to clean it. So what should be done with it after the machine’s been cleaned? Usually it’s chucked out which is an absolute waste, but it’s not hygienic to serve it in drinks. The ice experts at Hubbard Systems, the company that markets Scotsman ice machines in the UK, suggest an environmentally friendly solution – use excess ice cubes to water plants. Best practice for ice machine hygiene means that appliances need to be regularly cleaned, with storage bins needing to be emptied, washed and sanitised on

42 CLUB MIRROR

a weekly basis. A maintenance schedule should be put in place for the components that require regular cleaning, such as an anti-bacterial system, where the bag will need to be changed every month. Before cleaning the storage bin, any leftover ice needs to be taken out. Poor hygiene standards amongst staff is one of the main reasons for compromised safety, says Hubbard’s technical and aftercare manager, Mark Stebbings: “Clean yourself, clean the machine and don’t pick up ice with your hands – use a scoop. Ice is a food so staff should always wash their hands

before and during service. As for the machine, follow the manufacturer’s cleaning instructions. They shouldn’t be complicated.” Once the machine has been cleaned, any leftover ice cubes can be used to great effect for watering plants. Using ice cubes is an ideal method for watering hard-to-reach plants, such as those in hanging baskets, because it eliminates the need to clamber up a step ladder with a heavy watering can and reduces the chance of flooding. Surplus ice cubes are also the perfect solution for more fragile plants, which are from arid environments and will perish when overwatered. Ice cubes are the perfect choice for a slow-melting source of hydration. Meanwhile, because of the way machines make ice, it’s actually a purer source of water than direct from the mains. This purity of ice comes in handy when watering plants that are naturally mountain stream dwellers, and is a more sustainable alternative than buying bottled water for the job. “Using ice cubes to water plants is a common practice in many warmer climates,” says Mark. “In the UK, warmer weather is encouraging green fingered caterers to do the same.” • t. 01473 350045 • www.scotsman-ice.co.uk

Saving water in the workplace H

omes and businesses are being urged to be ‘water wise’ during this sustained spell of hot, dry weather, but everyday water efficiency can help small businesses to cut costs as well as consumption, says water retailer SES Business Water. With the first hosepipe bans hitting the news, water wholesalers across the country are finding it a challenge to keep up with demand and pump water across their networks to homes and businesses. Small changes to save water in the workplace can make a big difference to keeping demand down, from the biggest to the smallest of clubs (with the added benefit, of course, that taking action to reduce water usage can also translate to lower bills). There are three simple steps any small business can take to cut consumption and costs: encourage efficiency, limit leaks, and switch to save. Spotting water saving opportunities can be simple: a running tap uses six litres of water a minute and using the half flush on the toilet saves 30 litres per person, per day. Encouraging staff to adopt water saving behaviour by placing posters and reminders next to sinks and in bathrooms can make a big difference. Small leaks can also add up to a lot of waste: for example, a tap dripping at one drop per second wastes 4,750 litres a year. Something as simple as repairing a tap washer can save £18 a year which can add up for businesses with multiple sinks or premises. Leaks aren’t always easy to spot. If a business’s consumption has increased and there’s no obvious reason for the rise (such as an expansion or an increase in staff numbers) then further investigation is wise to avoid paying for hidden leaks on premises or hidden underground. Small businesses can also shop around to save costs: since April 2017, the non-domestic water mar-

ket in England has been open to competition, meaning businesses don’t have to stick with their regional supplier. Switching can unlock better rates, allow businesses with multiple sites to consolidate their supplies into one simplified bill, and access better service. The UK water regulator Ofwat estimates that those businesses who have switched have collectively saved around £8 million on their bills by taking advantage of the open market and saved up to 540 million litres of water through water efficiency mea-

sures instigated by switching accounts. However, small businesses are least likely to have switched: just 6% of small businesses in England switched water supplier in the first year of the nondomestic water market being open for competition, compared to 39% switching providers of other services such as energy, stationery, IT and pensions, according to research conducted by the company in April 2018 – 59% admitted they weren’t aware that they were able to switch suppliers.

Planningpressreleases-thepowerof PR T

he number one benefit of having a press release plan in place is that your club is constantly in the news (more or less for free). This instantly helps raise the profile of the club and also creates the impression that the club is busy with activity. This will be attractive to new members. The other key factor is the good will it creates from the people the press release is about; members, suppliers, sponsors, charities, as they too are benefitting from the free exposure. If you do need to justify your PR efforts to your committee or Board, just keep a press clipping file and do the calculation of the equivalent media value you have achieved/Advertising Value Equivalent (AVE). This is the column inches your press release got multiplied by that publication’s advertising rate for

the same space. Some PR companies will multiply this figure by – for example – 1.5, arguing that the value of third party editorial is greater than a paid for ad. These measurements may not be an exact science, but nevertheless they are a measurement! 90 day press release plan One way to get free coverage for your club is to create a 90 day rolling press release plan. First of all create a simple spread sheet or table and create monthly headings. Then review the activity calendar to see what is coming up and schedule into the plan the press release you are going to write. If, for example, you are a sports club manager you can focus your press releases around your key events, then add in other key activities or happenings at your club. You will be surprised what is news worthy!

Include things like forth coming events, event results, new staff appointments, training activities (members and guest like to read that you are investing in people!), new innovations, new purchases charity initiatives – even wild life or the bird count on the club grounds! Once you have your plan then put in place your press release template which should have a heading, place for the key content and ‘boiler plate’ (this is the post amble about your club and a contact person in case editors want more information). The next stage is to create a database of your local, regional and even national media contacts so you have great distribution and then start feeding them releases (and invite them to the club to see you in action). Also – of course – don’t forget to post your press release on social media too.

CLUB MIRROR 43

HQ BUILDING THE BUSINESS

Legal eagle HQ BUILDING THE BUSINESS

s it a lottery ticket machine or is it a B3A gaming machine? Does it matter? It most certainly does. The distinction between the two types of machine is very important because they are regulated in different ways by the Gambling Act 2005. A lottery ticket machine dispenses pre-printed lottery tickets in exchange for the cost of the ticket being inserted into the machine. There is no game or skill involved and the machine does not determine the outcome of the lottery. The machine must not display the result within a period of one hour, otherwise it would be regarded as a gaming machine. By contrast, a category B3A gaming machine does provide games but they are restricted to lottery style games. In this case, the outcome of the game is predetermined by the machine. Manufacture and supply of lottery ticket machines Lottery ticket machines can be manufactured without the need for any permission but they may only be

44 CLUB MIRROR

The Gambling Commission has published a code of practice for gaming machines provided in clubs and premises with an alcohol licence. Our Legal Eagle David Lucas explains.

supplied to a licensed or registered society lottery, external lottery manager or the promoter of a private lottery. The Gambling Commission has recently issued a warning that it is misleading and potentially an offence to market lottery ticket machines by stating that the premises owner can site these machines for commercial gain. The premises owner is only entitled to receive a fee for siting a lottery ticket machine which is paid from the expenses of the lottery by the authorised promoter. The warning was given after investigations revealed that a number of lottery ticket machines found to be operating in pubs in the south-east of England had been supplied directly by machine suppliers under a profit share or other commercial arrangement with the pub landlord. The Gambling Commission stated that an arrangement to site a lottery ticket machine must be made between the licensed or registered promoter of the lottery and the site owner/manager. The authorised promoter of the lottery must always retain control of

the management and the arrangements for the lottery. By way of a reminder, only licensed non-commercial societies and external lottery managers are permitted to promote large society lotteries. Small society lotteries can operate under a registration with a local authority and other small lotteries can lawfully operate without specific permission provided they comply with the requirements contained in the Gambling Act. Use of lottery ticket machines A lottery ticket machine may only be used to dispense society lottery tickets (Gambling Commission licensed or local authority registered) and tickets in private lotteries such as private society lotteries in private membersâ&#x20AC;&#x2122; clubs. A lottery ticket machine is subject to the same regulations as any lottery, depending on the particular type of lottery that is being promoted by the tickets dispensed from the machine. A Gambling Commission licensed society lottery, a local authority registered society lottery or a private lottery is each subject to different regulatory require-

ments which impose restrictions on where and how tickets may be sold. Gambling Commission licensed society lotteries Tickets for society lotteries licensed by the Gambling Commission may be sold anywhere except on a street. If a lottery ticket machine is being used to sell the tickets, the society and external lottery manager (if one is used) must always retain responsibility for the lottery. They must ensure that the lottery is operated in compliance with the licence conditions and codes of practice applicable to the operating licence issued by the Gambling Commission. The conditions and codes of practice require policies and procedures to be implemented which include age verification, self-exclusion and problem gambling. The society and any external lottery manager must ensure that lottery ticket machines are placed in locations where they can be supervised to ensure that only persons aged 16 or over can use them and that the machines have the relevant signs relating to the age of persons allowed to use them. Each lottery ticket must comply with the relevant requirements contained in the licence conditions and codes of practice.

“

The society and any external lottery manager must ensure that lottery ticket machines are placed in locations where they can be supervised to ensure that only persons aged 16 or over can use them and that the machines have the relevant signs relating to the age of persons allowed to use them.

“

The Gambling Commission has published a code of practice for gaming machines provided in clubs and premises with an alcohol licence. The code of practice relates to the provision of gaming machines in accordance with club gaming and club machine permits.

”

Local authority registered society lotteries Lottery tickets may also be sold through a lottery ticket machine by a society that is registered with the local authority. The society must retain responsibility for the lottery which includes compliance with the relevant requirements contained in the Gambling Act. It will therefore be the responsibility of the society to ensure that lottery ticket machines are located in positions where they can be adequately supervised to prevent them being used by persons under 16 years of age and that they display signage concerning the age restriction. The lottery tickets sold from the machine must comply with the requirements contained in the Gambling Act. Location of lottery ticket machines Lottery ticket machines which sell Gambling Commission licensed or local authority registered society lottery tickets can be sited in places such as private members’ clubs and pubs. Lottery ticket machines can also be provided by private members’ clubs on their premises in order to sell tickets in a private society lottery. Private societies, including private members’ clubs, are allowed to operate lotteries in order to raise money for the purposes for which the society is conducted, or to raise funds to support a charity or other good cause. In this case, the club would not require any form of permission from the Gambling Commission or local authority in order to operate the lottery or provide the lottery ticket machine.

The tickets sold from machines must comply with the requirements contained in the Gambling Act. There are no age restrictions relating to this type of lottery. Category B3A gaming machines A category B3A gaming machine is restricted to a maximum stake of £2 and a maximum prize of £500. B3A gaming machines are only allowed in private members’ clubs or miners’ welfare institutes. In order for a category B3A gaming machine to be made available, a private members’ club or miners welfare institute will require a club gaming permit or club machine permit from the local licensing authority. Both permits allow a maximum of 3 gaming machines to be made available for use, provided that they are either category B3A, B4, C or D. The manufacturer or supplier of the gaming machines must be licensed by the Gambling Commission and the machines must comply with the technical standards published by the Commission. The Gambling Commission has published a code of practice for gaming machines provided in clubs and premises with an alcohol licence. The code of practice relates to the provision of gaming machines in accordance with club gaming and club machine permits. The code includes provisions relating to the location and supervision of gaming machines and prevention of the use of category B3A, B4 and C machines by persons under 18 years of age.

CONTACT DETAILS Fraser Brown Solicitors 84 Friar Lane, Nottingham NG1 6ED e. dlucas@fraserbrown.com t. 0115 959 7139 mob. 07973 899398

CLUB MIRROR 45

CLUB AWARDS

Doncaster Racecourse gets ready for Club Awards FR RACE T EE ICK WORTHETS £16.50 each All fina

lists, win ners and guests w ill be giv en FREE tickets to enjoy a day's r a cing on Novemb er 30, th e day af ter the Club Awards.

Following the success of last year’s event, the Club Awards return to Doncaster Racecourse on 29 November, 2018. And in celebration of Club Mirror’s 50th birthday, we are once again offering free racing on the following day. Are you ready to join us?

ll Club Awards finalists and Gala Dinner guests are invited to join us for an exciting day’s racing on Friday, November 30. “A spectacular and sociable day’s racing in November will be the perfect way to keep the Club Awards celebrations going,” says Karen Foreman from the events team. “The atmosphere will be electric and we’re delighted to have worked with the racecourse to secure free tickets for all of our Club Awards guests in our year of festivities."

46 CLUB MIRROR

JOIN US FOR THE CLUB EVENT OF THE YEAR The Club Awards Gala Dinner is now in its 27th year, well known for providing the perfect informative – and fun – way to network with suppliers and fellow clubs. Complete the form below, or email us on caroline@clubmirror.com STOP PRESS... In our continued commitment to clubs, all club finalists and attendees are invited to take up our FREE cost review service.

TICKET BOOKING FORM 2 0 1 8

29 November, 2018, Doncaster Racecourse

2 0 1 8

• Beer Festival – 5pm

NAME: ________________________________________________________

• Complimentary drinks reception – 6pm

POSITION IN CLUB: ___________________________________________

• Three-course gala dinner – 7pm

CLUB NAME AND ADDRESS: ____________________________________

• Entertainment with celebrity host and after dinner entertainment • Complimentary ticket to Doncaster Racecourse the following day for each guest

n I would like _______ (STATE NUMBER) tickets @ £55 + VAT n I would like ________ (STATE NUMBER) table/s for 10 @ £525 +

______________________________________________________________ ______________________________________________________________ CONTACT TELEPHONE NUMBER: _____________________________

(Total inc VAT: £66).

EMAIL ADDRESS: _______________________________________________

VAT (Total inc VAT: £630). This includes 2 complimentary tickets.

SEND COMPLETED FORM TO CLUB MIRROR:

n I will/will not take up my free tickets for racing on 30 November. (One ticket per Awards/Gala Dinner guest.)

n I would like to take up my FREE club cost review.

BOOK ONLINE: www.awards.clubmirror.com or use this QR code BY EMAIL: info@clubmirror.com BY POST: Club Awards, Gainsborough House, 59-60 Thames Street, Windsor SL4 1TX BY FAX: 01753 272021 OR CALL: 01753 272022

CLUB MIRROR 47

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HQ BUILDING THE BUSINESS

Want to cut club spend while increasing efficiencies? Well now you can. Introducing HQ Building the Business. Completely free to clubs this new service involves no contracts and no costs, just better buying and better club business.

Welcome to HQ Building the Business F

rom utilities and energy savings to procurement and financial services, HQ Building the Business works with your club as a surrogate head office, helping you to boost club business. And by working with carefully selected club-supporting partners and suppliers, HQ Building the Business will save you valuable time and resources in the quest to save your club money, freeing up you and your committee to run an even more efficient club. You’re just three steps away from saving money.

Step 1 Free no-obligation audit – just call us or email us.

Step 2 Following our audit and discussions, if we believe we can help your club we will source the best deals available.

Frequently Asked Questions Q. How does it work? A: It starts with a free and confidential audit of your club in those areas where you would like to find savings and efficiencies. This could be anything from utilities to phone bills and from food to club equipment. Q. What are the costs? A. There are no costs. HQ is free to join. Q. What are my obligations? A. There are no obligations for you or your club and no contracts. All we ask is that when we work with you, you are open about your current supplier situation.

suppliers we need to prove the value of a club to their business, but if we can help we will. Q. What are your club credentials? A. We’ve been working in the club sector for over 30 years in various roles. The launch of HQ Building the Business is the culmination of many years working with clubs and suppliers, from brewers and telecoms suppliers, to energy and water companies. Q. Do I need a face to face meeting? A. Not necessarily. A lot of the ground work can be done over the phone/email. Q. What should I do if I want to get in touch? A. Just email enquiries@hqbusiness.com or call 01753 272022.

Q. Does the club need to have a minimum turnover? A. Our services are most suited to clubs with a minimum turnover of £100,000. This is because to secure the HQ Building the Business deals with

Step 3 Your club starts saving money. This is what we call a win win! So get in touch now and help us help you to make 2018 an even better year for your club and your members. You can call on 01753 272022 or email enquiries@hqbuildingthebusiness.com.

General Manager of Gallagher Premiership Rugby contender, Worcester Warriors “My role is very much to ensure that the support mechanisms of an efficient stadium and business are in place. I’ve worked with David and his team to assist in delivering savings across the business at Worcester Warriors and I am delighted to recommend the team on a professional as well as personal level. Energy has been one of the biggest projects, and this procurement is delivering significant short and long term savings. There are plenty of people out there who claim they can do this; this team can. A large part of my role is about getting things done efficiently and effectively, hence why I value the straight talking, efficient and short sharp presentation of results. No fuss, no salesmanship, just a host of opportunities followed up by appropriate and helpful assistance to deliver the chosen projects; make the most of them.” • www.warriors.co.uk

50 CLUB MIRROR

REFRESHING

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UNDERSTANDING YOU, FIRST... Authorised and regulated by the Solicitors Regulation Authority

HOSPITALITY SOCIAL MEDIA AWARDS

Call for entries The second Hospitality Social Media Awards (HoSMA) is now launched. Is your club using social media to engage with members? Is social media making a real difference to club business? Then we want to hear from you.

ocial media is one of the biggest tools for clubs and the on-trade in all its guises and wherever the club or outlet happens to be. It allows outlets to reach out to members and consumers via an up-to-the minute – and extremely cost-effective – means of communication. Most importantly it’s proving one of the most effective weapons in drawing people out of their homes and into the hospitality arena. The Awards were launched to encourage and applaud this, with finalists across all areas of the hospitality industry, from football and golf clubs to tennis clubs, pubs, hotels and restaurants coming under one roof to share successes and learnings. “Every finalist and every winner of our first ever Social Media Awards remain impressive ambassadors for the use of social media,” said ACP MD Sean Ferris. “But there are many, many outlets that need more help. And we’re hoping that these continuing success stories will become part of that inspiring process.” Sports presenter John Inverdale hosts the inaugural Awards.

STOP PRESS... BT Sport announces FREE social media training for clubs. Turn to pages 12-13 for details of how to enrol on the one-day courses being held around the UK. 52 CLUB MIRROR

Congratulations to the first ever Hospitality Social Media Awards winners.

5 2

LOOKING FOR INSPIRATION? These clubs proved their worth in the inaugural Hospitality Social Media Awards: 1. GOLF CLUBS OF THE YEAR Farleigh Golf Club Golf at Goodwood 2. FOOTBALL CLUB OF THE YEAR Stafford Rangers FC

3. COMMUNITY CLUBS OF THE YEAR Kings Heath Cricket & Sports Club Phoenix Artist Club 4. RUGBY CLUB OF THE YEAR Bedford Blues Rugby Club 5. COMMUNITY FOOTBALL CLUB Cardiff City FC To enter, just email your club details to info@clubmirror.com. Alternatively enter online â&#x20AC;&#x201C; and view the inaugural Awards brochure - at hsma.biz or use this QR code.

CLUB MIRROR 53

INDUSTRY REPORT – ULTRA LIGHT BEERS

Spotlight on ultra-light beer At a time when the sales of top-selling light beer brands have been contracting in the US, Anheuser-Busch InBev’s (AB InBev) Michelob Ultra is redefining the ultra-light beer concept in a move that could have global implications, according to data and analytics company GlobalData. Sensing a revival of the low-carb trend, a number of companies are making a more premium push for ultra-light beer.

B InBev launched Michelob Ultra ‘low carbohydrate light beer’ in the US in 2002, when the country was in the middle of the famed Atkins diet craze and was subsequently able to cultivate a devoted core of users, including weight-conscious women, even while the overall light beer sector shrank. As recently as 2007, Bud Light, Coors Light and Miller Lite collectively accounted for roughly one third of US beer shipments, according to Beer Marketer’s Insights and The Wall Street Journal. By 2017, that collective share had shrunk to just over a quarter. However, Michelob Ultra brand bucked the trend and had its biggest year yet in 2017 when US shipments grew by over 21%. Sensing a revival of the low-carb trend, a number of companies are making a more premium push for ultra-light beer. Heineken USA launched 90-calorie Amstel Xlight aligned with top interests of millennial consumers – wellness and fitness – into a handful of markets in 2017. Tom Vierhile, Innovation Insights Director at

54 CLUB MIRROR

GlobalData, says: “While it sounds odd to link beer with fitness, brewers with a sense of self-preservation are keen to establish the link. Data suggests that younger consumers see alcohol in a more negative light than older consumers and beer that is perceived to be more healthful could thrive in the US and elsewhere.” According to GlobalData’s Q4 2016 consumer survey, 54% of 25–34 year-old Americans are actively trying to reduce consumption of alcohol compared to 28% of Americans overall and just 15% of 45–54 year-olds. A higher percentage of these younger consumers say they are actively trying to reduce consumption of alcohol than fat (51%), sugar (41%), or even carbohydrates (36%). Globally, the differences are more moderate but still indicate a tendency of younger consumers to more closely evaluate the health consequences of their consumption choices than older consumers. 25% of 25-34 year-olds globally say they are actively trying to reduce consumption of alcohol, versus 22% of global consumers overall. Just 17% of 65+ year-

“

While it sounds odd to link beer with fitness, brewers with a sense of selfpreservation are keen to establish the link.

It may be steeped in tradition, but New Zealand's brewer Speight’s has its eye to the future, launching Speight’s Summit Ultra Low Carb lager.

Michelob Ultra, designed for 'those who pursue health and happiness in high measure. Those who work out and still go out. Who value staying fit as much as staying fun'.

old global consumers say they are actively trying to reduce alcohol consumption. Vierhile says: “Lower alcohol, carbohydrate and calorie contents are trends to keep an eye on in global beer innovation. But new entrants promising a higher-quality beer experience than past launches that were obsessed with calorie counts show a maturing of the ‘healthful beer’ concept into something with global growth potential.” In line with the low-carb trend, India-based B9 Beverages launched Bira 91 light lager with just 90 calories per 330ml bottle and 4% ABV. In New Zealand, Speight’s Summit Ultra Low Carb lager claims to have 75% fewer carbohydrates than regular beers and 4.2% ABV. Eager to defend its turf, AB InBev earlier this year launched Michelob ‘Ultra Pure’ Gold with organic grains. With just 2.5 carbohydrates and 85 calories per 12-fluid-ounce serving, ‘Ultra Pure’ Gold is billed

as a ‘superior light beer’. “Organic ingredients resonate with younger consumers, who equate the term with a product that is intrinsically more healthful and aligns with popular trends like clean eating and drinking,” says Vierhile. Some companies are even using fruit and fruit flavours to cut calorie and alcohol levels. Indonesia-based PT Beverindo Indah Abadi has recently rolled out 2.9% ABV Prost Alster lemon lager beer with 10% real lemon juice. “For consumers bored with the ‘same old’ light beer, these new offerings may provide a reason to give reduced-calorie beer another look,” concludes Vierhile.

CONTACT DETAILS More information is available from GlobalData. Visit www.globaldata.com

“

Lower alcohol, carbohydrate and calorie contents are trends to keep an eye on in global beer innovation. But new entrants promising a higher-quality beer experience than past launches that were obsessed with calorie counts show a maturing of the ‘healthful beer’ concept into something with global growth potential. CLUB MIRROR 55

THIS YEAR AT MARSTON’S WE HAVE EXTENDED THE SCOPE OF THE BEER REPO UNDERSTANDING OF THE BEER CATEGORY AS A WHOLE. THIS SNIPPET FROM T

LAGER: A CHANGING DYNAMIC As Lager moves from being almost entirely brand led to a more diverse category, this month we look into key trends and drinker behaviours for Lager drinkers, to help you benefit from the biggest beer category…

TOTAL LAGER VALUE

% 46%

10.7%

MAT % CHG

Whilst World Lager accounts for the smallest proportion of Lager Value, it is by far and away in the biggest growth. Standard Lager continues to struggle with the big 3 of Carling, Fosters & Carlsberg under consistent pressure – predominantly from the emerging Premium 4% Category.

3.7%

-1.3%

STANDARD LAGER PREMIUM LAGER WORLD LAGER

Source: CGA OPMS 24/03/2018

DRINKERS VALUE QUALITY AND RANGE OF DRINKS AS IMPORTANT AS GOOD SERVICE & ATMOSPHERE, BUT HOW DO YOU GET RANGE RIGHT?

BREADTH BEFORE DEPTH You should satisfy customer demand by increasing breadth of range through offering as many brands from left to right on the below, within your throughput means.

BREADTH

MEDITERRANEAN

CLASSIC

MAINSTREAM PREMIUM

DISCOVERY

SUNSHINE

SPECIALITY

WORLD

CRAFT

MARSTON’S BEER COMPANY, MARSTON’S HOUSE, CHAPEL ASH, WOLVERHAMPTON, WV1 4JT FOR ALL ENQUIRES PLEASE CONTACT CONSUMERMARKETING@MARSTONS.CO.UK

RT TO ALSO ENCOMPASS THE LAGER CATEGORY AND PROVIDE YOU WITH ON A EVEN BROODER A THE REPORT EXPLAINS THE CHANGING DYNAMIC WITHIN THE LAGER CATEGORY

Across all Lager categories, 50% of consumers remain loyal to their favoured sub-category despite the brand they normally drink not being on the bar. This highlights the importance to range a breadth of category choice rather than being brand focused.

STAY AND DRINK THE SAME AMOUNT OF ANOTHER LAGER WITHIN THE SAME CATEGORY

STAY AND DRINK MORE OF ANOTHER LAGER WITHIN THE SAME CATEGORY

STAY AND DRINK LESS OF ANOTHER LAGER WITHIN THE SAME CATEGORY

48% 57%

STICK WITH CLASSIC LAGERS ONLY 8% DRINKING LESS

STICK WITH PREMIUM LAGERS ONLY 6% DRINKING LESS

52%

52% STICK WITH WORLD LAGERS ONLY 5% DRINKING LESS

KNOWING THEIR WILLINGNESS TO MOVE BETWEEN LAGER SUB-CATEGORIES, WHAT IT IS THAT DRIVES THE DRINKERS DECISION ON WHICH LAGER TO DRINK?

FOR LAGER DRINKERS, BRANDS PLAY MUCH MORE OF PART, BUT DECISION MAKING IS ALSO INFLUENCED BY THE PERCEIVED COUNTRY OF ORIGIN.

9/10 MENTION A EUROPEAN COUNTRY

Germany is identified by 3 in 10 as the best Lager brewing country in the World.

Perception of quality and choice of occasion are intrinsically linked for Lager drinkers. With 9 in 10 suggesting a European country as the best lager brewing Country in the World, this is the growth area.

DRAUGHT WORLD LAGER VALUE

The TOP 4 MEDITERRANEAN LAGERS of Peroni Nastro Azzurro, San Miguel, Estrella Damm and Birra Moretti account for 44% OF TOTAL WORLD LAGER DRAUGHT VALUE. Their propensity to remind people of holiday destinations, warmer weather etc. lends themselves to be consumers go to choice.

REST OF WORLD BEER 56%

TOP 4 MEDITERRANEAN LAGERS 44%

Source: CGA OPMS 24/03/2018

KEY RECOMMENDATIONS • Provide a breadth of choice across lager to cater for as many consumers as possible. • Lager drinkers want to see opportunity to premiumise and treat themselves. Tie in World Lager offers to big celebrations or party occasions. • Utilise Mediterranean Lagers as your go to World Lager – they are considered both Super Premium & Accessible and are the biggest growth market in Lager. • World Lager can be the perfect accompaniment to Craft Beer if you stock it. The smallest amount of Craft Beer drinkers talk the loudest. Whilst they decide upon their social group’s venue of choice, the rest of the group may want something recognised and accessible. <

FOR A COPY OF THE FULL REPORT PLEASE CONTACT YOUR MARSTON’S BDM OR EMAIL CONSUMERMARKETING@MARSTONS.CO.UK

ASK THE EXPERTS – A WORD WITH CLUB INSURE

Club Insure turns 20 – thanks to all our clients In any walk of business life, 20 years is a long time. But that’s exactly how long Club Insure have been around, explains the company’s Victoria Romero-Trigo.

arlier this year, we celebrated 20 years of being there when our customers needed us, and making sure we put them first. The journey hasn’t always been easy – it very rarely is in the insurance game – but we’re delighted that we write this today with thousands of clubs to call clients. In the picture, you can see a banner we created to take stock of the twists and turns that we’ve gone through to become the Club Insure that you recognise today. We won’t talk you through the whole journey, but there are a few key moments we’d like to shout about. Our company was created in 1998, under the banner of Nightclub Direct & Millennium Leisure; a name which is still used today by our sister brand, although now they’re better known as NDML. Through office moves and hiring of new staff we grew, but it was our focus on understanding the club industry and its members that really allowed us to stabilise and grow roots. Our goal was to partner with industry bodies and schemes so that we were in a position to not only react to issues that were affecting clubs, but be an active part of changing the landscape for the better. We put a big focus on risk management, and part of our longevity has been our ability to predict future risks. But the future isn’t the be all and end all; it’s one thing anticipating risks but you also have to understand claims that have already been. By partnering with the industry bodies and schemes, and through our base of existing clients, we’ve always been able to use our knowledge of one club’s risks to benefit another.

In 2013, we partnered with CISWO, the national charity which delivers community and personal welfare services within mining and former mining communities. In the mining community which has seen such disruption over the last 50 years, we wanted to make sure that the hub of their community, their club, was secure. The partnership with CISWO was soon followed by the ACC (Association of Conservative Clubs), another sector of the industry with proud and long-standing traditions. Again, our purpose was to offer protection to the heart and soul of conservative culture – the clubhouse. Since the ACC, the NULSC and NULC have followed but our mission statement has stayed the same; we offer support and guidance to protect an industry that’s always under pressure of tight bottom lines. Already in the last few months, we’ve found ourselves writing articles for our website about golf and rugby struggling to attract new members, and advice on how clubs can increase footfall from the local community. In our 20 years as a company, we’ve seen pressure after pressure on clubs, and we know how important it is that clubs feel safe that a claim won’t cripple them. But the other thing that our second-decade celebration has taught us is that we wouldn’t be here without a thriving club industry. We are still here, and going very strong. Here’s to 20 more years of Club Insure putting people before profit and supporting the club industry. We're sure the industry will change. We’re sure it will evolve. But we know that the support and passion that the readers of this magazine give to their clubs will help them grow stronger.

CONTACT DETAILS Club Insure covers all aspects of club insurance. Get in touch today for a free face to face, no obligation quote and conversation. We don’t just talk figures; we discuss how best to protect your business. Contact Victoria Romero-Trigo, Director at: e. Victoria.romero-trigo@club-insure.co.uk. t. 0844 488 9204 Club Insure Ltd, Romero House, 8 Airport West, Lancaster Way, Yeadon, Leeds LS19 7ZA. www.club-insure.co.uk HSE advice on selection of competent contractors: http://www.hse.gov.uk/ pUbns/priced/hsg159.pdf

60 CLUB MIRROR

ASK THE EXPERTS – WHICH PLATFORM?

Is WordPress the right choice for your business? We get asked a lot by clients about the most appropriate Content Management System for their website. In this article Larry Hardcastle examines whether WordPress is the right platform for your business.

e have a lot of discussions at Studio44 HQ about the right choice of platform, particularly when clients make specific requests for platforms during the tendering process. In the vast majority of cases, the platform of choice is WordPress. Before kicking off, it’s worth noting that there are two flavours of WordPress. The first, WordPress.com is a hosted platform-as-a-service, meaning that it is updated automatically and limited to a relatively small number of (more secure) plugins and themes. The second, WordPress.org, is the WordPress package available as a download for self-hosting and installation. For the purposes of this discussion, I’ll be focusing on WordPress.org. The hosted version is great for small, personal sites and blogs, but the highly limited degree of customisation available makes it unworkable for commercial projects. I think WordPress can be brilliant. It offers a wonderfully simple installation process, meaning you can be up-and-running with a new site within minutes. This is very appealing, and certainly offers a much cheaper route to getting online. There are thousands of plugins and themes available, offering you a choice of looks and functionality that would be incredibly expensive and time-consuming to craft from scratch. However, the simplicity often belies the potential pitfalls in the platform. Creativity. We pride ourselves as an agency on starting every project from scratch. A truly blank canvas. We believe this is the only way to start. Every company, school or organisation we work with is unique. A template cannot truly represent any organisation that is serious about their online presence. It’s certainly more time-consuming, and, as a result, more expensive, but we believe any business that values their brand will value NOT having a template site. What’s worse is that we’ve come across situations where clients believe their sites to be unique, not realising their agency had used a £50 template, and charged them “bespoke rates” for the privilege – ouch! Security. This is the big one. As I mentioned earlier, the key advantage of WordPress.com is that it is updated automatically. A terrifying number of self-hosted WordPress sites are not kept up-todate, and this is where issues start to arise.

Because WordPress is open source, the code is free to view. This is great in many ways, as it allows developers to extend and enhance the software in almost any way imaginable. The downside is that any bugs or flaws are visible, and can be exploited by those with malicious intent. This often results in site content being deleted, site visitors being redirected to malicious sites or infected sites generating hundreds of thousands of spam emails. None of which are good for business! All websites are vulnerable to some degree, but the risk is much higher when using an open source platform. So – your site may have been cheap, but it’s critical to factor in a higher on-going cost to ensure it is maintained and upgraded on a regular basis. Site features Although there are a massive number of plugins available, we’ve often found clients trying to “shoehorn” plugins to suit their requirements. If a plugin isn’t quite right for the task, they end up changing their processes to suit the plugin. Similarly, when it comes to WordPress upgrades, it’s not uncommon for themes or plugins to break, requiring further work to fix them, and the potential of affecting the core functionality and availability of your site. That’s why here at Studio44 we start every project with a requirements brief, ensuring we understand the requirements and that the solution we deliver addresses those requirements exactly. Are you a web designer? We are firm believers in sticking to what we do best. In the same way that I’d never consider trying to run our own payroll, I struggle to understand why businesses try to create their own websites. They should be focusing on running their business, and doing what they are best at! With our Content Management System (CMS), making on-going updates is quick, easy and free! Support Which leads nicely on to support! WordPress is community-supported, which essentially means Google, support forums and trying to do-it-yourself. By contrast, we believe in supporting every site that we launch. A problem with your site shouldn’t be your problem to fix – it should be ours.

“

All websites are vulnerable to some degree, but the risk is much higher when using an open source platform... your site may have been cheap, but it’s critical to factor in a higher ongoing cost to ensure it is maintained on a regular basis.

”

Search Engine Optimisation A lot of people are fooled into believing that the many search engine optimisation (SEO) plugins available are a one-size-fits all “fix” to “doing” SEO. They’re pretty good, and can achieve measurable results. However, nothing beats completely customisable control you’ll have over a bespoke site, meaning the results will never be quite so good. So, in summary, WordPress is a great tool for certain jobs. However, as a platform choice, it’s well worth doing some research and ensuring the potential downsides are understood. Almost all the areas of concern I have highlighted result in potential downtime, additional cost or more major business risks.

CONTACT DETAILS Studio44 44 Newton Road, Tunbridge Wells, Kent TN1 1RU t. 01892 888 011 www.studio44.agency

CLUB MIRROR 61

ASK THE EXPERTS – ATTRACTING MILLENIALS

Making clubs attractive to young adults A universal problem for clubs and the licensed sector as a whole is getting millennials and young adults through the doors. Trent Furniture’s Robert Price offers the following advice.

oung adults remain highly sociable, but pressures on saving for housing means that many are more cost-conscious and are increasingly opting for nights in. When they do venture out, this age group is looking for different experiences than what was popular in decades gone by. So just how can clubs work harder at attracting in young adults? Be unique and create experiences Research from a white paper entitled The Millennial Hangover found that this demographic cares about quality experiences. The experience a club offers runs through the choice of drinks, food, atmosphere, service and design. For a unique drinks experience, clubs need to evolve, retaining club stalwarts while also broadening the offering with, for example, a range of local, unique craft beers and spirits as well as the conventional selection. As for the interior, what is your club’s theme? Are you traditional or modern? Don’t get caught in between the two. Your theme should run through your entire décor and offering to create an all-

62 CLUB MIRROR

encompassing experience. Above all, it’s crucial to create a social space that is welcoming, comfortable and encourages customers to stay for longer periods.

ing what to put on is a good idea. The usual lists apply –live music, tribute acts, darts, snooker, quiz nights through to screening big sports events.

Be photogenic Over three-quarters of 18-24 year olds have Snapchat and there are over 700 million monthly users of Instagram in the UK. If your décor is unique and attractive, social sites like Snapchat and Instagram are the modern word of mouth. By having an Instagrammable interior, menu or furniture, you’ll benefit from customers posting pictures and real-time reports of their experiences for all of their followers to see. To encourage young adults to share their experience at your club, think unexpected, personal or vintage design elements. By posting an image of your cool interior, you’ll be reaching lots of like-minded individuals, which is why businesses are beginning to become more and more aware of their aesthetics.

Pre-night out Many clubs are used by young adults as a venue for drinks and socialising before a night out. It’s vital for clubs to tap into and make the most of this market. Make your club the place of choice to go for a social pre-night out experience. Appeal to groups of millennials by offering discounted offers such as beer pitchers and value-formoney drink offers during the timeframe when this age group visits as the first stage of a night out.

Hosting events The events list will always remain important as clubs well know, so engaging young adults in choos-

CONTACT DETAILS Robert Price is Managing Director of Trent Furniture which supplies a range of furniture to clubs, pubs, bars, hotels and restaurants. Established in 1960, Trent Furniture makes and assembles much of its furniture at the company’s Leicestershire factory. • www.trentfurniture.co.uk

N E W SAME STRONG

OLD LOOK CHA ACTER

CUSTOMER SERVICE /BOMBARDIER.BEER

@BOMBARDIER.BEER

0800 587 0773

. N I E V DI k. the Burton bloc Newest brew on e â&#x20AC;&#x2122;s the depth of th 61 Metres. That ery that gives well at the Brew e. pale ale its nam this refreshing

n an and Australia The five Americ a, om esh, zesty ar hops give it its fr us al fruit and citr whilst the tropic e. tremely drinkabl notes make it ex

significant - Pale Ales are in Clear Beer Style year* growth year on 17! awards won in 20 Three Beer taste ional Beer at rn te ds Silver, In World Beer awar 4 Star ds ar Aw er Be d an Challenge Bronze

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64 CLUB MIRROR

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CLUB MIRROR 65

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66 CLUB MIRROR

TO ADVERTISE PLEASE CALL

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BRIGHTEN YOUR BAR WITH A TURN TO

Summer is here & there is no better time to talk to your customers about golden beers, their refreshing taste & the beauty of cask ale. As British Summer Time finally arrives, & the sun reappears after what feels like an eternity of snow, rain & freezing temperatures, now is the time to look at your cask ale line-up & evaluate your offering for your blooming customers. Half of 18-54 year olds will change their drink type throughout the year

Fruitier, lighter, more refreshing characteristics of golden ales lend themselves to the warmer summer months

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For those aged 18-34, pale ales & golden ales are the most commonly drunk beer style & their top 3 preferred beer styles are IPA (19%) Golden (15%) & Pale ale (14%) 68% of drinkers expect a guest ale to remain on the bar for anywhere between 2 weeks & a month, allow time for the majority of your drinkers to sample some of those great golden ales available to you

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