Pub Awards: Best Sports Winner - Famous Three Kings, London

The Stonegate managed house in the heart of west London has carved out a reputation as the capital’s go-to venue for watching live sport. The pub is not associated with one particular club or team, rather fans from all nationalities pile in for big matches across all types of sport and help to create a cracking atmosphere.

Football from all the top European leagues is supplemented by rugby, boxing, F1, US sport, plus lots more. But alongside this, the pub meets customer demand to show ice hockey and handball, and has developed close links with London-based fan groups to make the most of the occasions. The pub boasts access to thousands of channels globally and recent investment in its AV equipment has improved the customer viewing experience.

Marketing

Marketing is mostly done through word of mouth and through its connections with fan groups, supported by a strong social media presence and highly visible in-outlet promotion. The sports-savvy team expertly led by general manager Paul Eastwood are highly organised and focus on building the pre-match atmosphere through music, food and entertainment, and then keeping customers in the pub long after the final whistle has blown with more of the same.

This even goes so far as flying in specific DJs to entertain Slovakian ice hockey fans following a big match. A recent refurb has given the pub a well-deserved facelift and a new focus on premium spirits, cocktails and craft beer has helped reinvigorate its drinks offer. Food features all the pub classics, but also includes tapas and sharing platters to appeal to European customers. A scaled down ‘sports menu’ is used on busy nights when the staff really come into their own and help drive a memorable experience.