A Doncaster town centre pub will relaunch as a Doncaster Rovers theme bar tonight.
The Staff Of Life in Waterdale will kick-off in its new guise as a family friendly pub for Rovers fans to meet in ahead of games at 7pm.
The pub has been given a massive makeover and is decorated with dozens of photographs and memorabilia - making it an ideal place for supporters to celebrate or drown their sorrows before and after matches.
The pub is part of the Ultimate Pub Group which currently has three other pubs under its banner - Urban Bar and Lounge, The Railway and The White Hart at Barnby Dun.
All four will now become known as Official Pub Partner of Doncaster Rovers FC.
This partnership will include a number of joint promotions including the sale of Rovers home tickets in the Staff of Life, with the aim of driving supporters to both the Keepmoat Stadium and the four Ultimate Pub Group venues.
Rick Curry, bar manager at the Staff of Life, said: “The warm and welcoming atmosphere that already exists in our pubs is something that families of Rovers fans can enjoy.
“The sale of matchday tickets in the town centre location will benefit many fans and it will be great to have another hub for Rovers fans.
“There will be a lot of excitement around the pub on match days with the atmosphere and giveaways and to have themed memorabilia will add to this, with the bar being run by fans for the fans.
“The Pop Side Bar” within the Staff Of Life has a Rovers theme to it where supporters can enjoy a pre-match pint with Rovers highlights & interviews on the big screen.”
BT Sport is also showing in the bar, so all of the Saturday lunchtime kick offs and along with Champions League and Europa League games can be watched in this fantastic football themed area.
Paul Roidl director of The Ultimate Pub Group said: “This partnership is a fantastic opportunity to give the Staff Of Life a new identity.
“The pub will still aim to give a warm and friendly welcome to all customers, and, as a Rovers fan, I am extremely excited about the partnership and hope this will help to bring success on and off the field for our local team.”
There will be a number of joint promotions between the club and the four partner pubs, including free taxi travel from the Staff of Life to the Keepmoat Stadium on a first come first served basis and the sale of the Rovers weekly lottery memberships, in addition to the home ticket sales.
Jon Warburton, Commercial Manager at Doncaster Rovers, said: “This promises to be a very fruitful partnership between the club and the Ultimate Pub Group.
“We already have put together a range of initiatives that will help Rovers fans get to the Keepmoat Stadium and we are looking forward to raising the profile of the four Ultimate Pub Group venues amongst our fanbase.
“There is a strong desire from the club to see fans come to the ground early to take advantage of the great offers here at the stadium, and one of the driving factors behind this deal was the commitment shown by the Ultimate Pub Group to help us with our own promotions.”
The official Launch of “The Pop Side Bar” at the Staff of Life will be tonight from 7pm.