The big brewers are readying their marketing strikes ahead of the Euros, which start on June 10.
Carlsberg, the official beer of the competition and the England team, estimates that football tournaments are worth more than £60 million to the on-trade and that showing live footie can add an extra 60 per cent in rate-of-sales to a venue.
It has created two pub-focussed promotions to help the trade make the most of the activity.
The first is an online film set in a fictional pub which aims to encourage people to get behind the England team. As part of the activity selected pubs will see visits from footballing stars such as Phil Neville and Kieran Dyer.
The second is a stunt in which pubs up and down the country will "pubstitute" their traditional signs for a new "Three Lions" one, featuring Wayne Rooney, Jaime Vardy and Joe Hart. It was kicked off by Terry Venables at the Famous Three Kings pub in Fulham.
The company is also distributing 10,000 PoS kits to licensees across the country to help maximise the opportunity.
Meanwhile, rival brewer Molson Coors, has also released details of its plans for the carling brand, sending out some 3,000 PoS kits, including external banners to help promote games, bunting, bar runners and four-pint pitchers.
"Following the exciting news that we have signed a three year partnership with the Premier League, Carling's link with football is stronger than ever," said band manager Jim Shearer.
"We're absolutely committed to championing the football-watching experience for fans by unlocking value in the on- and off-trade around this huge sporting occasion."