Geronimo limbers up for Olympics

The activities include the adoption of individual British Olympic participant by each of Geronimo’s 34 pubs. Athletes were distributed to pubs via a random draw, and will now be allocated a ‘shrine’ in his or her pub, including posters and sports memorabilia (pictured). Each pub will encourage people to watch their athlete in action, with incentives to reward success—including a free drink for Geronimo club members if he or she wins gold; 20% off a food bill for silver; and bar inbbles for bronze. Adopted athletes include cyclist Mark Cavendish at The Cow, swimmer Rebecca Adlington at The Calf and 400m runner Mo Farah at The Red Barn.

Geronimo pubs will also take part in a challenge of their own, with a brief to rally local support on social media websites including Twitter and Facebook. Pubs can post photos, quotes, recipes and other items, and customers will be asked to vote for their favourite from the 34. The pub with the most votes will then receive the ‘Geronimo Gold Medal’, and will host a closing ceremony party and give its club members a cocktail party.

A third Geronimo initiative will see an Olympic ‘torch’ passed between pubs over the 20 days before the start of the Games. Its progress will be tracked on Twitter and Facebook, and the first person to take a photo of it when it has moved on and post it to Facebook or Twitter will receive a free bottle of champagne.