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

Related tags: National football league

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

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