The on-trade is set for a £60m windfall this summer with Euro fever set to take over the country.

Carlsberg revealed the figure, based on previous tournaments, as it outlined its plans for the summer football festival in France.

Carlsberg, which sponsors the tournament and the England team, pointed to the involvement of Wales and Northern Ireland as well as England along with the close geographical proximity of the tournament as reasons for the huge opportunity.

The tournament, which runs from June 10 to July 10 is bigger than ever before with more teams (24) and more matches (51) than any other Euros.

Carlsberg UK is launching the 'If Carlsberg did...substitutions' campaign that will feature across the trade, social media, TV and print advertising.

It will include 50 pubs being rebranded as The Three Lions for the length of England's involvement in the tournament with some pubs receiving visits from England legends.

There will also be a host of stunts including ticket giveaways in the run-up with Carlsberg encouraging fans to swap their clubs for their country.

Pubs can get their hands on up to 10,000 point of sale kits that include posters and wigs. Carlsberg is also relaunching its Premier Sports Club as a digital support tool.

David Scott, director of brands and insight at Carlsberg UK, said: "Football tournaments are worth +£60 million to the on-trade and live football can add an uplift of 60 per cent to an outlet's rate of sale.

"We recognise the importance of this opportunity and we're investing heavily to help our customers encourage football fans off their sofas and into the pub.

"We know that 75 per cent of pub goers watch football, presenting publicans with the perfect opportunity to engage existing customers and draw new ones in. This year is particularly important for the home nations with England, Wales and Northern Ireland all having qualified, meaning there are more matches and more opportunities for pubs. Licensees must capitalise on this as an opportunity not to be missed."

Key Fixtures

June 10 France v Romania
June 11 Wales v Slovakia
June 11 England v Russia
June 12 Northern Ireland v Poland
June 16 England v Wales
June 16 Northern Ireland v Ukraine
June 20 Russia v Wales
June 20 England v Slovakia
June 21 Northern Ireland v Germany
July 10 Final