Member Article

Birmingham pub aims to bowl over fans with new sport viewing experience

A Birmingham pub has become the first in the UK to receive extensive investment from pub company Ei Publican Partnerships, brewer Molson Coors and Sky Sports to revolutionise the sports viewing experience for its customers.

The Edgbaston Sports Bar, previously known as the Edgbaston Tap, has been fitted with new technology to offer fans the best possible viewing experience during sporting events including cricket, football and rugby fixtures.

It now boasts a dedicated sports viewing area with high definition projector screen, five new HD TVs internally, three HD TVs in its beer garden and has taken on the theme of the Warwickshire Bears.

Fans won’t miss out on any of the action by queuing at the bar thanks to a fast serve solution that pours pints in seven to eight seconds and a special fast lane Carling bar. In addition, special lighting effects have been installed and an innovative bar setup will help reduce waiting times.

The Edgbaston Sports Bar, located across the road from one of England’s most famous cricket grounds, has undergone the full refurbishment in time for this summer’s ICC Cricket World Cup. The investment is part of a national project involving Ei Publican Partnerships, Molson Coors and Sky Sports which will see a number of pubs across the country transformed over the coming months.

To celebrate the pub’s renovation publican, Damien McKay, welcomed representatives from Ei Publican Partnerships, Molson Coors and members of Warwickshire County Cricket Club to test out the new facilities and see what’s in store for fans during this summer’s World Cup.

Damien said: “A lot of work has gone into transforming the pub and the results are absolutely fantastic. Anyone who loves their sport can now enjoy the ultimate viewing experience and not miss a minute of the action thanks to our new fast lane bar and fast pour pints. It’s an exciting time for the pub, especially with the Cricket World Cup happening, and we’re looking forward to welcoming both old and new customers.”

Nick Light, Managing Director at Ei Publican Partnerships, said: “Attracting local sports fans is hugely important to any community pub. Through our partnership with Molson Coors and Sky Sports we want to make the Edgbaston Sports Bar a prime location to watch sporting events in Birmingham. Edgbaston is synonymous with cricket in this country and is famous for having an electric atmosphere during matches, so it made perfect sense for the Edgbaston Sports Bar to be the first of our locations to be renovated.”

This was posted in Bdaily's Members' News section by Patrick .