For decades, sporting has been a key pillar in the pub entertainment offer, and as these spaces become more female friendly, more and more pubs are championing women’s sports, with Sonnel Hospitality being the latest group to pioneer inclusivity in this space.
Launching the new Her Sport, Her Bar initiative, Sonnel Hospitality hopes to highlight and celebrate women’s sports across its Western Sydney venues, hosting a series of watch party events over the next 12 months.
Justine Baker, Sonnel Hospitality’s food and beverage consultant and ex-Solotel CEO, has been deeply involved in bringing the initiative to life, and hopes to transform Sonnel Hospitality’s venues into spaces that truly welcome female sports fans.
“Her Sport, Her Bar aims to create a more inclusive environment by championing female sports and providing spaces that feel comfortable and engaging for all fans, regardless of gender. Sonnel’s vision is to create game changing hospitality experiences, setting new benchmarks in Western Sydney and by breaking the mould of traditional sports bars to establish venues where everyone feels welcome to enjoy their favourite sports is just the start,” she told Australian Hotelier.
Kinsey Yuen, general manager of customer and brand at Sonnel Hospitality added: “We envision Her Sport, Her Bar transforming the sports bar experience by showcasing women’s sports with the same enthusiasm and prominence as men’s, creating an environment that feels truly inclusive and appealing to a diverse audience of sports fans.
“Our mission is to elevate visibility for female sports, helping close the gender equality gap while delivering a balanced experience that resonates with both men and women. By doing so, we create a space where all are welcome and female patrons feel genuinely represented and valued.”
Her Sport, Her Bar serves a larger initiative than simply broadcasting women’s sports, creating safe and inclusive community hubs for fans of women’s sports to celebrate their passion, kicking off with a Vegas F1 watch party at the Eastwood Hotel on Sunday 24 November.
Australian Rally champion Molly Taylor will appear as a special guest at the debut watch party, joined on stage by sports journalist Lavender Baj to discuss her achievements and the mindset that has given her a competitive edge against her male counterparts.
Further confirmed events include an AFLW Grand Final watch party at The Australian Hotel & Brewery, followed by numerous Matildas watch parties at The Guildford Hotel and The Crossroads Hotel.
Simon Meers, CEO of Sonnel Hospitality, commented: “We believe in the power of sport to inspire and unite local communities, which is why we have been actively developing our spaces to be genuine, community-first hubs and working hard to appeal to a broader demographic.
“Our Her Sport, Her Bar initiative hits multiple pillars for us as a group and we’re committed to making our venues places where everyone can come together to celebrate the achievements of female athletes with the same excitement as any other sport.
“I’m proud of the lineup of events we have scheduled and the support we’re seeing from the likes of AFLW, well-known female athletes across the spectrum and our drinks partners. I very much look forward to bringing our patrons on the journey with us”.
The launch of the initiative follows the recent rebranding of Sonnel Hospitality, undertaking acquisitions and the multimillion-dollar renovation of The Guildford Hotel as the group enhances its community and entertainment experiences in Sydney’s western suburbs.