Samsung Electronics has launched the “Raise the Bar” campaign in the U.K., partnering with former England international football player, Joe Cole to support local pubs with upgraded TV technology ahead of a major summer of football. The initiative aims to enhance the match-day viewing experience by providing selected venues with Samsung TVs and promotional support, helping them attract more customers during a critical trading period.

The campaign was developed in response to research highlighting the importance of high-quality TV setups in pubs. A large majority of U.K. pub owners identified premium viewing technology as essential for increasing revenue during major sporting events, but rising operational costs and financial pressures have made it difficult for many venues to invest in upgrades, leaving TV systems outdated.

“Local pubs are at the heart of our communities, especially when it comes to football. There’s nothing like watching a big game at the pub surrounded by mates — and the atmosphere makes all the difference,” said Cole. “A quality TV setup is crucial to that experience, keeping everyone in the moment. This initiative is about giving local pubs the tools they need to bring people together and create unforgettable match-day memories.”

Consumer behavior supports this need. Many football fans in the U.K. continue to watch major tournaments at pubs, valuing the shared, community-driven atmosphere. Viewing quality plays a decisive role in venue selection, with a significant proportion of customers prioritizing pubs equipped with high-performance screens and audio systems. Poor viewing experiences can lead to lost business, as most customers indicate they would leave the venue if the TV quality were inadequate.

Samsung’s campaign addresses these challenges by offering a nationwide voting process in which customers can nominate their local pubs for a technology upgrade. Eleven venues are shortlisted, with ten receiving Samsung TVs and marketing support, while one final winner is awarded a larger-scale transformation, including an advanced TV setup and additional promotional investment.

By equipping pubs with Samsung’s latest TV technology, the initiative will deliver a more immersive and reliable viewing experience for football fans. Enhanced picture and sound quality ensure that key match moments are clearly visible, helping venues create engaging environments that encourage repeat visits.

At a broader level, the campaign reflects Samsung’s commitment to sport and local communities, while showcasing the value of premium display technology in shared entertainment settings.

Learn more at Samsung U.K. Newsroom