Samsung Electronics has launched a UK campaign with former England footballer Joe Cole to help pubs upgrade their TV technology ahead of a major summer of football.
The Raise the Bar initiative will allow customers to nominate local pubs for a technology upgrade, with shortlisted venues receiving Samsung TVs and promotional support.
Samsung said the campaign is designed to improve the match-day viewing experience and help pubs attract more customers during major sporting events, at a time when many venues are under pressure from rising operating costs.
The company said its research found that pub owners see high-quality TV technology as important for increasing revenue during tournaments, but that many are struggling to invest in upgrades.
Cole said pubs remain central to the communal football experience and that picture and sound quality can make a significant difference to the atmosphere on match days.
Under the campaign, 11 venues will be shortlisted. 10 will receive Samsung TVs and marketing support, while one overall winner will receive a larger transformation including an advanced TV setup and additional promotional backing.
Samsung said the initiative reflects both its sports marketing strategy and the role of premium display technology in shared entertainment environments.
