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.
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.