Cheers! England legend Joe Cole's World Cup booster for struggling pubs

Ex-England football international Joe Cole has backed a campaign to help save Britain's struggling pubs by offering TV upgrades.

With numerous pubs struggling financially amid rising costs, sporting events like the World Cup provide a crucial lifeline - especially if England and Scotland perform well - yet high-quality TV viewing remains a challenge for them.

New research from Samsung shows that as many as 87% of landlords say that major football tournaments are vital for increasing their revenue, reporting an average increase of £11,000 revenue per pub during these periods, and an estimated additional £495m across the UK pub industry.

The study also found that football remains a key part of British culture, with four in 10 Brits watching most major football tournaments at their local, with 86% agreeing that watching it together makes them feel part of a community.

And for football fans across the country, a venue's quality of tech is essential, as they increasingly prioritise those with a premium TV screen to ensure they don't miss a moment and 60% letting it dictate their choice of pub in the past.

However, some landlords feel unable to cash in, as a third want to invest in a new TV and sound system but can't afford it. This could cost pubs dearly, with 97% of Brits admitting they would leave a pub during a match if the viewing is poor quality.

It's not just a bigger TV punters are after, as the research also reveals that Brits consider the screen and audio setup the most important consideration when choosing a venue to watch sport (39%), more so than the atmosphere (32%), and food available (30%).

In a bid to help rescue struggling pubs, Joe has backed Samsung's 'Raise the Bar' campaign to help 11 pubs across the country with thousands of pounds of TV and audio upgrades. In addition to the tech makeover, Samsung will support pubs and venues across the country with advertising support to drive footfall during a key period.

With 74% of Brits saying their local or favourite pub needs a better TV in time for the summer of football, the campaign offers a golden opportunity for venues to upgrade their tech in time for kickoff - ensuring fans have the ultimate viewing experience on a Samsung TV and see everything clearly from tackles, VAR decisions and goals.

The former West Ham and Chelsea star said, "Local pubs are at the heart of our communities, especially when it comes to football. There's nothing quite like watching a big game down the pub surrounded by mates, and the atmosphere can make all the difference.

"Having a quality TV setup you can trust is an important part of that experience - it keeps everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create those unforgettable matchday memories."

With a 'squad' of eleven being chosen from the customer voting process, 10 of those chosen will get their hands on a brand-new Samsung TV worth £3,000 alongside local marketing support from Samsung to help drive some football footfall and awareness.

In the final stages of the campaign, the squad of venues will be driving further voting to engage their local community even more. From this, one lucky venue will receive a transformative tech upgrade and pub makeover worth over £13,000, including dedicated media support.

Zeena Hill, Senior Marketing Director for Home Entertainment and Appliances at Samsung UK, added, "Local pubs and venues across the UK play a vital role in bringing communities together, especially during major sporting moments.

"At Samsung, we are focused on providing a high-quality viewing experience no matter where you are. We're proud to be supporting communities across the UK and give them the opportunity to upgrade their technology to provide the best possible matchday experience to their customers."

"Our aim is to help give this vital part of the hospitality sector a helping hand where it's needed, all the while providing fans with a good reason to support their local to enjoy the exciting summer ahead, together."

The vote opens at 8am on Friday April 17 and will run until 5pm on Wednesday May 20, with members of the public able to nominate their local.

A shortlist of eleven pubs and venues that have made it to the final stage will be unveiled on Thursday 30 April, when there will be the opportunity for fans to cast their vote for one pub to get a full tech makeover and supporting refurb.

After the end of the voting period, the winner and 10 runners-up will be announced by Thursday May 21.

Watching football together creates a sense of community and unforgettable shared memories, and there's no better way to catch the game than on a Samsung TV, offering the most premium viewing experience for fans this summer. To get behind your local and 'Raise the Bar' for its World Cup coverage, visit the website to vote for it, here: watchitonasamsung.com