With the growing stature of the domestic season, football fans can sometimes see international football as an annoying distraction from the glitz of the Premier League and Champions League. For that very reason, we’ve identified 5 key non-England games for fans of each of the big clubs in England and given suggestions of how you should market the biggest fixture of the 5, to get your punters as excited as they would be for a club game.
In this edition it's Poch's boys - Spurs:
Belgium vs Panama - 4pm, Monday 18th June
Coincidentally, the Spurs squad seems to make up the bulk of both the England and Belgium squad. So Spurs fans will have even more interest in England's biggest group rivals than everyone else, which is perfect justification to have this game on. Also, being the game before England's first match of the tournament means it's a great excuse for people to come in earlier and spending more before the madness of the England game.
Belgium vs Tunisia - 3pm, Saturday 23rd June
The pre-cursor to England vs Belgium sees Vertonghen, Alderweireld and Dembele take on Tunisia. 3pm football on a Saturday really shouldn't be a hard sell, but if you know you've got a load of local Spurs fans then you should definitely take the opportunity to run a promotion to get them in for this one as it's very likely to get them hanging around for the following game.
Poland vs Colombia - 7pm, Sunday 24th June
New signing and rapidly growing fan favourite Davinson Sanchez will be going head to head with one of the big boys of international football in Robert Lewandowski. As this is the same day as England's second game, give those Spurs supporting England fans a reason to stick around in the pub all day by offering a great food and drink deal, why not dust off the BBQ if the weather is decent?
South Korea vs Germany - 3pm, Wednesday 27th June
The combination of featuring one of the most loveable blokes in the game at the moment, Hueng Min Son, and the spice of a North London Derby feel to it - this is definitely one to have on the box and promote to your punters. Son is likely to come up against Arsenal favourite Mesut Ozil, so marketing this as a North London Derby and offering discounts to anyone that shows up in their Arsenal/Spurs shirt could be a winner.
KEY FIXTURE - Denmark vs France - 3pm, Tuesday 26th June
Eriksen vs Lloris. Expert finisher vs expert stopper. Spurs man vs Spurs man. What more does a Spurs fan want to be persuaded to get out of work early doors and be in the pub at 3pm on a Tuesday? Really simple promotion to run (if you don't back your punters to be tempted enough by just the game) would be a discount on Carlsberg and Kronenbourg based on the winner of the game. Lovely stuff.
Check in next week for the final edition, where United will get the same treatment.
All images - PA