The pub company and brewer said the investment was designed to improve matchday viewing and outdoor trading across its managed and Pub Partners estate.
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More than £1.7m has been invested across around 300 pubs to enhance sports zones, including improved HD screens and sound systems.
A further £1.1m has been spent across the wider estate to refresh pub gardens and outdoor areas.
The investment follows Greene King’s FY25 results, when the group reported total capex of £219.4m across its pub estate, franchise formats and growth concepts.
Jodie Tate, chief operating officer at Greene King, said: “We have been busy making sure everything is in place for the summer season ready to delight our customers and sports fans.
“This summer promises to be a great one for sport and fans will appreciate the best viewing and audio we can offer. With our summer campaign, The World’s Game, The Nation’s Pub, now in play, nothing beats watching sport together in the pub; it’s where experiences are shared and memories are made.”
Matchday demand
The investment comes as pubs across the UK prepare for a major uplift in trade during the World Cup, with previous research covered by The Morning Advertiser (MA) forecasting UK consumers will spend £898m in hospitality venues during the tournament.
The Night Time Industries Association NTIA has also predicted more than 50m pints will be sold in pubs throughout the competition, with home nation success expected to drive footfall, dwell time and consumer spending.
Michael Kill, chief executive of the NTIA, said: “The World Cup is one of the most powerful catalysts for the night time economy, bringing people together in pubs, bars and venues across the country to share in moments of excitement, pride and celebration.”
Greene King said almost half a million fans had secured seats for live sporting action in its managed pubs through online bookings since August 2025.
The pub group said customer insight showed the strongest sports atmosphere was found in welcoming pubs with strong food and drink offers, large high quality screens, clear sightlines and balanced audio.
Tate added that customers were also benefitting from digital developments, including the integration of sport into Greene King’s app, bookings journey and rewards programmes.
She said: “It is easier than ever to book a table for either drinks, dining or sports through our app, with real-time availability showing.
“Our teams have everything they need to deliver a great pub atmosphere for all occasions throughout the summer and beyond.”
Outdoor trading
Greene King said its garden investment had been shaped by customer feedback, with guests looking for comfortable seating, real grass, greenery, areas for shade and sunshine, heaters or blankets for cooler evenings, festoon lighting, space between tables and background music.
Tate said many pub gardens had been given a makeover with fresh planting and furniture so customers could “enjoy summer meals and drinks in the open air”.
The company has also rolled out new food and drink menus across more than 70 heritage pubs, following learnings from its premium investment programme over the past two years.
The updated offer includes premium wines, cocktails, seasonal dishes and new service touchpoints across Greene King’s historic pubs in London and nationwide.
Jamie McDiarmid, brand operations director at Greene King, said the heritage estate included “truly iconic pubs with great stories to tell”.
He said: “We have elevated our offer to include premium wines, cocktails and dishes with seasonal specials, alongside new glassware, crockery, set-up, branded clothing and touchpoints to really enhance the experience at every step in the guest journey.”
