Joe Cole walked into The Lord Byron in Margate, Kent, on Saturday and the pub erupted. The former Chelsea and England midfielder had come to surprise fans ahead of England's 1-0 friendly win over New Zealand – part of a Samsung campaign to back local boozers during the World Cup.
The pub, saved from closure during covid by locals clubbing together, was crowned the ultimate winner after 11,000 Brits voted. It now has thousands of pounds worth of Samsung TVs and audio equipment, ensuring what the campaign calls an 'unparalleled viewing experience' for match days.
“Joe Cole surprised punters at a Kent pub that won a Samsung tech upgrade ahead of the World Cup.”
Landlord Tony Palmer, a full-time firefighter and community champion, has turned the pub into a hub for nearly 2,000 regulars. 'The past few years have been incredibly challenging for pubs like ours,' he said. 'With costs rising across the board, keeping the doors open has taken real determination.'
Research shows 87% of boozers say events like the World Cup are crucial for revenue, with earnings rising by a monthly average of £10,985. The timing of Cole's visit was deliberate: England's World Cup warm-up against Costa Rica on Wednesday could be disrupted by thunderstorms, according to forecasts.
Cole said: 'There's something truly special about pubs like The Lord Byron. It's not just about watching football – it's about the camaraderie, the energy and the shared passion that brings people together.'
As England prepare for the tournament, the question remains whether the weather will allow their final preparations to go ahead without interruption.