Pub giant Stonegate picks agency for World Cup blitz

Stonegate Group, one of the UK’s largest pub operators which owns Slug & Lettuce, Popworld, Be At One and Craft Union, has appointed Fifty as its strategic media partner to lead all media strategy and buying across its portfolio,

With the hospitality sector expecting the Fifa World Cup to drive a surge in footfall, Stonegate, which has 4,500 venues, is aiming to boost investment in its media and marketing strategy, and strengthen its competitive position ahead of the global summer tournament, which runs from June 11 to July 19 across the US, Canada and Mexico.

Fifty has been briefed to further develops Stonegate’s insights-led media strategy, spanning more than 15 addressable channels, including CTV, digital audio and digital out-of-home (DOOH).

The agency was selected following a competitive pitch for its tech-driven, audience intelligence approach, which translates proprietary human signals into scalable, actionable media strategies using its AI-enabled platform.

Stonegate Group digital director Joe Comiskey said: “We were looking for a partner with the technology and insight to help us diversify our media mix and deliver better results, faster. Fifty’s platform gives us a unique view of audience intelligence, and their team knows how to turn that into activation that moves quickly and delivers.”

Fifty chief executive Simon Shaw added: “We’re proud to be partnering with a business of Stonegate’s scale and ambition at such a pivotal moment for the sector. Pubs play a central role in communities across the UK, especially around cultural moments like the World Cup, and understanding the passions that bring people together is exactly what our platform was built for. That’s why this partnership is such a natural fit.”