Marston’s to convert 100 UK pubs into sports bars after World Cup boom
Key Points
- Marston's will convert around 100 pubs to its sports-led Grandstand format in FY2027
- England World Cup matchdays lifted like-for-like sales 22% across the estate
- Existing Grandstand pubs took roughly 170% more year-on-year on matchdays
- Overall year-to-date sales fell 1.6% as midweek trade stayed soft
- Order & Pay sales rose 45% year-on-year
Marston’s will convert around 100 pubs into its sports-led Grandstand format in FY2027 after England World Cup matchdays lifted like-for-like sales 22% across its 1,300-strong estate.
The pub group announced the accelerated rollout in a trading update covering the 42 weeks to 18 July 2026, which showed its existing Grandstand pubs generated roughly 170% more revenue year-on-year across the seven England matchdays.
The group has converted 36 pubs to the format so far, and those sites have delivered like-for-like sales growth of around 30% year to date.
Marston’s said that the Grandstand format centres on live sport, with converted pubs built around big screens and matchday trading.
England’s fixtures on 17, 23 and 27 June and 1, 6, 11 and 15 July drove the strongest performance of the year for the group, which owns brands across managed, franchised and tenanted pubs nationwide.
Justin Platt, CEO of Marston’s, said the tournament underlined the pub’s role in British life. “Our pubs have delivered a strong start to the summer, with an excellent World Cup once again underlining the enduring role of the community pub as the place the nation comes together to cheer the moments that matter,” he said. “Our new Grandstand pubs have been leading the way and continue to perform ahead of expectations.”
Big weekend nights out – but quiet week nights
The World Cup surge masks a softer picture across the rest of the week. Marston’s reported year-to-date like-for-like sales 1.6% lower than last year, with weak off-peak trading offsetting strong growth during peak occasions.
The figures suggest drinkers still turn out in force for major sporting moments and weekend occasions but visit less often for casual midweek trips.
Technology is also changing how customers spend once inside. Higher-value Order & Pay sales, where guests order and pay through their phones at the table, rose 45% year-on-year, and the company said it sustained strong guest reputation scores across its estate.
The FY2027 programme nearly triples the number of Grandstand sites, meaning many locals across the UK will reopen as sports-focused venues over the next 18 months.
Marston’s has not published a list of which pubs it will convert, but the company said investment will focus on the format because of the returns the first 36 sites have generated.
The group trades on the London Stock Exchange under the ticker MARS and employs around 9,000 people.
