ETM and St Austell ready to roll out Ludo
St Austell and ETM Group have secured £6m of funding for its Ludo Sports Bar & Kitchen brand.
The owners behind the Ludo Sports Bar & Kitchen brand have secured £6m of new funding to grow the portfolio by five new sites.
In a joint partnership, St Austell Brewery and the senior team at ETM Group opened its second Ludo in November in the Guildhall Shopping Centre in Exeter.
It follows the debut Ludo venue, which opened in Bath in May 2023. Ludo Sports Bar & Kitchen is built around premium sports viewing.
"Following the success of Ludo Bath, we’re excited to be growing the Ludo Sports Bar & Kitchen brand and announcing the Exeter opening," says Kevin Georgel, CEO of St Austell Brewery. "Having quickly become one of the go-to places for live sport in Bath, the first site of its kind has been a great proof of concept for us.
"Exeter boasts a thriving sports scene and we’re sure the latest opening will quickly establish itself in the city as a premium, high-energy location for fans to unite. In partnership with Ed Martin and his team we have big ambitions for the Ludo brand."
Moving out of London
The opening of Ludo Sports Bar & Kitchen in Exeter created 60 new job opportunities, with additional part time staff to support its operations. The site can accommodate 400 guests.
"It’s always been our intention to expand our premium sports bar business in new markets outside of London," says Ludo Sports Bar & Kitchen CEO Ed Martin. "The proven success of Ludo has driven our vision; the site delivered revenue of close to £2m during its first 12 months of trading.
"The Bath venue is known and loved for its superb, one-of-a-kind offering and the atmosphere on key sporting occasions is incredible. Seeing the premises packed out on match days, fight nights and finals is really quite something – Bath vs Northampton and the Tyson Fury vs Alexander Usyk fight on Saturday 18 May 2024 secured us a record day; and the Euros final was nothing less than electrifying – there really was no need to be in Berlin, when we had it going on in Bath! We can’t wait to create these memorable experiences to even more sports fans across the West Country and elsewhere."
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