Hydes has prepared itself for this summer’s big sporting programme by investing almost £2 million in the sports pubs across its estate.
Hydes managing director, Adam Mayers
The family-owned independent business has refurbished many of the popular sports pubs with new bigger screens, improved sound systems and lighting, and comprehensive broadcast packages.
This summer’s events include Euro 2024, the Olympics, Wimbledon fortnight, the Tour de France, England v West Indies test series, Open golf at the Paralympic Games.
Hydes currently has 33 managed pubs and 12 tenanted pubs regularly showing sports via Sky Sports and TNT Sports. One of these is The Crown Inn, a high street tavern in the village of Cheadle, and manager and sports fan Caolon Colton believes sport is the lifeblood of his business.
“Hydes refurbished the pub earlier this year and it proved to be a major draw for sports fans and customers,” he said. “We reduced the size of the bar, had a full interior redecoration, and installed new larger screens, including an outside one, together with a state-of-the-art zoned sound and lighting system that I can control via my phone.
“The feedback from customers has been fantastic, and business has been booming ever since. When sport is on, particularly football, trade can increase by as much as 50% as drinkers get into the spirit of the game.”
Hydes supports its sports pubs with interactive workshops for all pub managers and deputy managers. The events, featuring sports broadcast providers, are designed to ensure they are fully match and event fit, and aware of all the sporting events taking place throughout the coming year and pre-season.
The brewer also provides comprehensive, free marketing and social media support, combined with investment in the Fanzo app, to ensure customers don’t miss out on the action and are kept informed of what sporting events are coming up, along with timings and locations.
Managing director of Hydes, Adam Mayers, says the company caters for all sporting tastes. “It’s not just about football and the Euros. There’s a focus on key sporting events and fixtures, such as racing, cricket, and boxing.
“Our investment and refurbishment programme in our sports pubs ensures the best possible experience for customers. We are committed to providing a welcoming, comfortable, and safe environment with a great atmosphere that cannot be recreated at home, watching with the best visual and sound quality. Here’s hoping the exciting summer of sport lives up to the hype and gives us plenty to cheer about.”
