The 34-strong chain launched its VCard in 2002 and has sold half-a-million cards at 拢1 each in the current year's campaign.
It currently offers customers 25% off selected drinks and food deals, but the intention is relaunch the card in August at 拢2 with offers from around 10 online and high street brand partners.
Brands joining the scheme will benefit from access to Varsity's 18- to 25-year-old student and young professional customers. Marketing channels include the bars and their screen network, web and email activity and face-to-face activity.
The Varsity, Smith & Jones, Barracuda Bar and Juniper chains are owned by managed pub company Barracuda Group. Varsity pubs are located in student cities including Manchester, Leeds, Birmingham and Brighton.
Myles Doran, marketing manager for Barracuda Group, said: "At Varsity, we see how linking the VCard with top commercial brands will add benefit for our customers and feel that Pursuit Media as an agency understand the kind of partnerships that we are looking for to enhance the value of the VCard."
Pursuit Media's other clients include Ucas, AOL, 3 and HSBC.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .