Super Bowl Sunday doubles sales for GBPA nominated pub

By Stuart Stone contact

- Last updated on GMT

Growing: popularity of American Football has increased rapidly in the UK since the first NFL London game in 2007 between the Miami Dolphins and New York Giants
Growing: popularity of American Football has increased rapidly in the UK since the first NFL London game in 2007 between the Miami Dolphins and New York Giants
The Philadelphia Eagles’ win over the New England Patriots on 4 February helped set up record sales at a London pub nominated in the sports pub category at the 2017 Great British Pub Awards.

ETM Group reported 48% growth in like-for-like sales for the week ending 11 February at the Greenwood pub in Victoria, with revenue more than doubling on Super Bowl Sunday - a day on which the Greenwood’s team pulled nearly 3,000 pints and served more than 1,000 burgers.

The Greenwood sold 400 tickets to their Super Bowl party in advance at £15 each - with a free burger and beer included. The event also featured pre-game cheerleaders, shuffleboard, 8-ball pool, food service until 3am, and live coverage broadcast on the site’s 16 screens.

After walk-ins on the night, capacity was around 500 people by the time the game itself kicked-off.

The 52nd​ edition of the National Football League’s flagship event between the Eagles and the Patriots was broadcast from Minneapolis, Minnesota, on Sunday 4 February at 11pm, extending into the small hours of Monday, with many pubs hosting Super Bowl parties to cash in.

A 2016 report by MatchPint and CGA revealed that showing the Super Bowl could be worth more than £1,000 per site on average​, with searches on the pub finding app for sites showing the end of season showcase rising 178% year-on-year since 2013.

Greenwood 2

Ed Martin, ETM founder commented: “We are thrilled with last week’s performance and with a fantastic year of sport - Six Nations, World Cup, Commonwealth Games and Ryder Cup – we are confident the Greenwood will continue to thrive along with our other sports-friendly sites in the City, the recently opened Broadleaf and Long Arm Pub & Brewery”.

The ETM Group operates a collection of 13 pubs, bars and restaurants across London including the Botanist sites in Broadgate Circle, and Sloane Square, as well as the Greenwood, Broadleaf and Long Arm Pub & Brewery.

Related topics: Sport

Related news

Show more