Greene King Pub Gardens and Sports Zones Given a £3m Investment Boost

Greene King is boosting investment in its pubs and gardens by almost £3m to ensure customers can make the most of the al fresco opportunities and a busy calendar of major sports.

Customers will be able to soak up the inimitable pub atmosphere with high-quality viewing of key fixtures thanks to improved HD screens and sound systems in pubs’ sports zones and in many pub gardens.

The additional investment includes over £1.7m across c300 pubs to enhance the matchday atmosphere and a further c£1.1m spend across the wider managed and Pub Partners estate to refresh gardens and outdoor areas.

Jodie Tate, Greene King’s chief operating officer, said: “We have been busy making sure everything is in place for the summer season ready to delight our customers and sports fans. Let’s hope the weather plays ball! This summer promises to be a great one for sport and fans will appreciate the best viewing and audio we can offer. With our summer campaign: The World’s Game, The Nation’s Pub now in play, nothing beats watching sport together in the pub; it’s where experiences are shared and memories are made."

“At the same time, many of our pub gardens have been given a makeover with fresh planting and furniture so customers can enjoy summer meals and drinks in the open air."

“As well as this physical investment, customers are benefitting from ongoing digital developments including integrating sport into our app, bookings journey and rewards programmes. It is easier than ever to book a table for either drinks, dining or sports through our app, with real-time availability showing. Our teams have everything they need to deliver a great pub atmosphere for all occasions throughout the summer and beyond.”

Since August 2025, almost half a million fans have secured their seats for live sporting action in their local Greene King managed pub through online bookings.

Greene King customer insight shows the best sports atmosphere is found in welcoming pubs with friendly pub teams, and strong food and drink offers. It also highlights the need for large, high-quality screens with clear sightlines, and crisp, balanced audio that stays in sync with the action.

The investment to pubs’ outdoors spaces has been focused on customer feedback, which discovered customers look for comfortable seating, real grass, greenery, areas for shade and sunshine, and heaters or blankets for cooler evenings, alongside festoon lighting, space between tables and background music.