Pub Awards: Best Sports finalist - The Prince of Wales, Fleet, Hampshire

Part of the Flaming Grill estate acquired by Greene King, general manager Diane Branch has transformed the venue from one that had no sports offer to speak of, to a pub that is firmly in the heart of its community.

Regulars and sports enthusiasts alike flock to the pub when a big match is on – the venue hosted about 500 football fans for England matches during the recent Euro 2016. The team’s philosophy is to ‘make an occasion’ around big sporting events and generate an atmosphere that could only be beaten by going to the match itself.

Events

The pub delivers big events well; decorating the venue, printing its own tickets so it can manage numbers, selling pre-cooked ‘sports burgers’ and nachos to hungry guests at half time so they don’t lose their viewing position, serving beer via jet pack dispensers, and then keeping the atmosphere going with post-match entertainment.

The Prince of Wales also has a rolling programme of sports-focused events, including special hosted evenings with retired players, quizzes and an outside area transformed into a mini-football pitch and beach volleyball court. Customer loyalty is further encouraged with a new ‘season ticket’ that incentivises repeat visits and offers drinks discounts. General manager Diane Branch’s enthusiasm for sport is infectious and has led to her leading a dedicated sports-focused group across the company.

She has also forged strong community links by sponsoring local kids’ football teams, organising sports matches against other local pubs and fundraising for a defibrillator to be installed outside the venue. Screens have recently upgraded to 4K Ultra HD, ready to provide an enhanced viewing experience when the broadcasters begin screening matches in that format.