The support, offered through its Raising the Bar programme, which launched in 2020, will help venues in their post-pandemic recovery by giving them the opportunity to maximise their outdoor spaces with things such as awnings, standalone bars and outdoor seating.
The initiative has a £50,000 cap per venue and Diageo is calling on licensees to apply online by 30 April. Successful venues will be selected by a non-commercial board from Diageo, with installations taking place in May and June.
“Pre-pandemic, 54% of consumers in GB watched live sports in the on trade and we anticipate a growing demand for these in-venue sporting moments once more,” says Catharina von Franck, commercial director for on trade at Diageo.
“The Raising the Bar team continue to look at ways to support the on trade and we look forward to seeing how we can help transform those outdoor sporting spaces not only to help businesses, but also to create amazing experiences for consumers.”
Since launching in 2020, Raising the Bar has invested £30m in support and has worked with 30,000 venues across Britain to provide one million litres of hand sanitiser, 15,000 PPE kits, 600 mobile bars, 150,000 parasols and over 30,000 hand sanitiser dispenser stations.