Customers who apply for its new 'Season Ticket' card will be able to take advantage of promotions running during the live screening of football matches.
The scheme, created by Caspa Marketing, will involve cardholders receiving reminders of special offers and forthcoming matches via SMS or email.
The data provided by the card applicants will be used to tailor food and drink deals at their local pubs. Pub managers will also be able to order sports merchandise to offer as part of the promotion.
More than 18,000 customers have signed up for the card programme, a first for the pub company.
The on-trade has been struggling recently as consumers stay at home as a result of economic concerns. In September, Greene King announced that like-for-like sales in its managed pub estate, which includes Greene King Local pubs, were down 1.6 per cent in the 16 weeks to August 24. Its tenancy and lease division saw like-for-like profits down 1.7 per cent.
In July 2007, Greene King launched a newspaper voucher giveaway to coincide with the start of the smoking ban in England. In a bid to attract women and families, the print ads featured a £5 money-off voucher for adults spending more than £10 on food in a Greene King pub.
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