Greene King is offering free pints at hundreds of pubs across the UK this Saturday to customers who book a table to watch the Guinness Six Nations.
The offer is available across its sports venues nationwide.
The pub chain has launched its Fans Reunited campaign alongside the international rugby tournament, aiming to encourage people to reconnect with friends they may have lost touch with over the years.
Customers who reserve a table to watch the matches will receive one complimentary drink.
Italy face Scotland and England play Wales on February 7.
The campaign follows research commissioned by the pub chain into friendship and social habits. The research found that 58 per cent of people regret letting friendships drift over time, with school friends the most likely relationships to be lost.
Busy lifestyles were cited as the main reason for losing contact, with 34 per cent saying hectic schedules prevented them from staying in touch.
A further 30 per cent said they felt awkward about making contact again, while around a quarter said friendships had faded due to changing interests.
The promotion applies to bookings made for any of Saturday’s fixtures
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The research also suggested major sporting events can prompt reconnections, with almost one third of people saying big sporting occasions give them a reason to get back in touch with old friends.
Zoe Bowley, managing director of Greene King pubs, said the campaign reflected the social role of pubs and sport.
Ms Bowley said: Fans Reunited celebrates the unique role that sport, and the pub atmosphere, plays in bringing people together.” She added that the offer was intended to “spark those moments where old friends reconnect over a pint”.
She said the campaign aimed to encourage people to reach out to contacts from their past, whether an old coach, teammate, or school friend.
Bookings must be made online through the Greene King website and confirmed before midday on February 7
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Greene King said international rugby provides a shared focus that brings people together and that pubs remain a central place for social interaction in local communities.
Former England captain Martin Johnson has backed the campaign. Mr Johnson said: “Rugby has a unique way of bringing people together.”
He said friendships formed through sport “are unbreakable” and that the combination of rugby and the pub environment “takes the experience to the next level”.
He added that the campaign was about creating moments that reconnect old friends and strengthen community ties.
Mr Johnson led England to Rugby World Cup victory in 2003. Greene King said his involvement reflects the link between rugby and long-standing friendships.
The first match of the Six nations is on Thursday with France taking on Ireland
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Customers must book in advance to qualify for the free drink. Bookings must be made online through the Greene King website and confirmed before midday on February 7.
Customers will need to show their booking confirmation at the bar. The offer is limited to one free drink per person per day, and all drinks for a booking must be collected at the same time.
The promotion applies across Greene King sports pubs, including Flaming Grill, Hungry Horse and Belhaven venues. Greene King said the offer will also apply to selected fixtures later in the tournament.
The promotion will run again on April 11, when England play Ireland and Wales face Scotland.
Full terms and conditions are available online.