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Eleven of the country's leading drinks brands and five independent pub groups are collaborating on a campaign to encourage football fans to watch the next set of Euro 2004 qualifiers in pubs.
Billed as the 'biggest initiative in the history of the UK pub industry', National Pub Football Week will take place from September 6 to 13. The period spans a number of crucial games for teams from the British Isles, including England's games against Macedonia and Liechtenstein.
Pub chains Punch, Unique Pub Company, InnSpired, Enterprise Inns and Pubmaster have subscribed to the promotion, which has been set up by Lords Marketing and Promotions.
More than 30,000 pubs …