Be a good sport

by RICHARD MOLLOY

There are few things that make punters flock to

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Simon and his wife, Karla, moved to Okehampton 19 years ago and took the lease on The London Inn six years later. They now own the freehold after buying the pub during the uncertainty of the Covid years.

Sport, along with live music, has always been a big part of their operation, and that doesn’t look like changing any time soon. “It’s what my original business was modelled on,” says Simon.

He adds that further capital is required for anyone wishing to add live sports to their entertainment schedule. There is much more investment required on top of the considerable commercial fees to subscribe to Sky, TNT Sports or any of the other pay­per­view events that can fill your pub. “We have two big screens and seven other TVs with more being added all the time,” he says.

But what about the kerfuffle with multiple events and the commentary clashes? “It’s pretty easy for us,” he says.

“We have three rooms so it’s easy to split sports, although you always have that one customer who wants a different sport in a different room.”

Although in almost all areas of the UK, football will be the biggest and most regular table-filler, other sports shouldn’t be forgotten. Geographical location should be taken into consideration.

Okehampton sits on the edge of Dartmoor in Devon. Simon has a big following for Exeter Chiefs among his rugby fans, of whom there are many.

“Rugby and football are the big two sports, although boxing can get good numbers. The Ryder Cup singles day is also good, as well as Formula One,” he says.

When it comes to football there are a couple of teams that almost guarantee a full till, although Simon hopes that list will get longer as younger fans of the nouveau elite reach legal drinking age: “The big two are Man United and Liverpool. Give it 10 years and it will probably be Chelsea and Man City.”

Showing sports in pubs isn’t cheap, but there are substantial knock-on effects to consider. Many customers will head to sports bars to watch free-to-air events.

“When the World Cup’s on you can’t move,” he says. “I think people get used to watching sport here – even regulars of other pubs will come here for events they could easily watch in their local – they prefer the atmosphere of a busy sports venue.”

Local rivals

The London Inn sits in close proximity to Okehampton’s JD Wetherspoon and, like many independent pubs in the shadow of the high street chain gangs, Simon sees his operation as a way of luring customers away from their mediocrity.

“I don’t see them as a pub,” he quips, “more a large café. No atmosphere, no landlords or landladies, mainly no bar standing, no sport. It’s all a bit robotic. If you are near a Wetherspoons I think you need to highlight all the things you offer they don’t. Live sport helps me to be different from them.”

As with many success stories, Simon and Karla bucked the trend of pub closures in the shadow of a large chain pub by having passion and a plan they stuck to. That competitive spirit has certainly paid off.

Big game strategy

Simon’s top tips for running a sports bar

Make sure customers can see and hear the sport properly There’s nothing worse than bad speakers or an out-of-focus screen.

Don’t just have it on one TV in the corner – have multiple TVs. More sport means more customers means more money.

Know what’s on. Have a calendar behind the bar so staff know what’s on and where you’re showing it. Customers having to ask for events to be put on is not a good look.

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If you’re going to show live sport then embrace it. Show the customers you’re as passionate about showing it as they are about watching it.

Don’t just have it on one TV in the corner