Running a Winning Pub - Insights from Sports-Led Operators
When it comes to major tournaments like the World Cup, the difference between a busy pub and a truly successful one comes down to how you create the experience.
We spoke to operators across sports-led pubs to understand what it really takes to deliver a winning matchday - and why moments like this define the role of a publican.
It Starts with Atmosphere
Ask any operator what makes a great sports pub, and the answer is immediate: atmosphere.
Jackie Nicolson, Craft Union operator at The Blue Anchor, Bermondsey explains, “The atmosphere is amazing… it’s electric sometimes, but I would say it’s a very nice safe atmosphere.”
It’s something customers actively seek out. “That’s the thing you can’t get at home… experiencing the event with other fans” shares Paul Eastwood, General Manager at The Three Lanterns, Leicester Square.
For publicans, this is the opportunity: to create an environment where every cheer, chant, and shared moment makes the pub the only place to be.
Great Matchdays Are Built, Not Left to Chance
That full-house atmosphere doesn’t just happen - it’s the result of planning done right. “We’ve increased the staffing levels… what stock we need on site to really maximise the sales” says Sam Pavey, General Manager at The Coach House, Picadilly.
Operators also emphasise thinking ahead: “Be prepared for the unexpected… we might have a mad rush and need to think about security” says Nigel Wright, Publican at the Stags Head, London.
And with a global tournament like the World Cup, even scheduling plays an important role for Sabs Serghei, General Manager at Station Master, Marylebone: “It’s about understanding what games will generate the bigger crowds.”
For those considering running their own pub, this is where experience and entrepreneurial thinking combine - transforming demand into lasting success.
Creating Moments That Keep People Coming Back
A successful matchday isn’t just about one game or tournament. It’s about making an impression and turning an occasion into a reason for customers to return again and again. “We’d just like them to create some great memories and love the atmosphere… that they want to return” says Paul.
Across three World Cups and five major tournaments, Sabs understand the real power of sport in pubs: “I’ve seen first hand what football can do. It brings people together; it creates incredible memories and turns a normal match day into something really special”
For publicans, it’s not just about serving drinks - it’s about creating experiences customers want to relive.
Know Your Space, Know Your Audience
The most effective sports-led pubs use their space to cater to different audiences. Paul highlights how different areas can serve different needs: “Downstairs tends to be a little bit more drinking, a little bit more party, a little bit more crazy and then upstairs tends to be a little bit more chilled. We tend to use the snug area upstairs as a bit of a family friendly zone on a big match day.”
This flexibility allows pubs to welcome a broader audience, create longer-lasting experiences, and generate multiple streams of income. It’s a powerful example of how thoughtful design can shape both the atmosphere and the success of a venue.
The Details That Drive Spend
While atmosphere brings people in, operational excellence keeps them there. From screen visibility to service speed, every detail counts.
At the The Three Lanterns “You can literally see a screen from anywhere” and at the Stags Head, its key that customers “do get served very quickly”, especially during prime sporting events.
And creativity plays an important role in keeping customers engaged too: “We do a sweepstake… time of first goal and stuff like that” says Nigel.
These small but impactful touches keep customers engaged, staying longer, and spending more. It’s a reminder that great operators are always finding ways to elevate the experience.
Why Big Tournaments Matter for Publicans
The World Cup isn’t just good for atmosphere - it’s big business.
As Nigel puts it: “Business-wise, we need England to get as far as possible” and similarly, for Jackie, “if we can get England through the next stages, it will be very very busy.”
Major tournaments create peak trading moments - driving footfall, increasing spend, and showcasing your pub’s full potential. When executed well, they generate momentum that carries on well beyond the tournament.
More Than a Job - A Role at the Heart of the Community
At its core, running a sports-led pub is about more than operations. It’s about energy, connection, and community at the Station Master shares Sabs: “Guests that are enjoying the games whilst the team is celebrating with them.” It’s this connection that transforms a pub into the heart of the community.
Ready to Run a Winning Pub?
Moments like the World Cup show exactly what running a pub is all about - creating unforgettable experiences, driving a high-energy business, and bringing people together at the heart of your community.
With Stonegate Pub Partners and Craft Union, you’re not starting from scratch. You’re stepping into pubs built for occasions like this, with the support, tools, and proven setups to help you succeed.