Case Study: Sports Stakes at C.ex Servicemens Woolgoolga

By Brayden Haynes. CEO - Full House Group 1 year ago
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Friday night footy is a proven performer for Sports Bars at pubs and clubs around Australia.

There’s no surer way to fill your bar full of patrons keen for a beer and a chat while enjoying the live broadcast. With this in mind the Sportspick team designed Sports Stakes to capitalise on the unique opportunity that Friday nights AFL and NRL games offer, as well as a new Big Bash League comp for your cricket fans.

We recently caught up with John Clarke from Coffs Ex Servicemens Club Woolgoolga to discuss what Sports Stakes has done to boost venue atmosphere during the broadcast while increasing visitation and spend.

Coffs Ex Servicemens Club began utilising the Sports Stakes component of their Sportspick tipping system approximately four years ago. Sports Stakes players are given a code when they purchase a nominated product at the bar. They use this code at the Sportspick terminal where they will receive a Sports Stakes entry ticket for the evening’s game. (See more on how Sports Stakes works below.)

John and the team at the Club were surprised at how eagerly players took to the promotion, “mate, if they don’t get a ticket they scream,” he said.

The real strength of Sports Stakes is the clear return on investment, with players needing to make a bar purchase to receive a code. “We give them a ticket for every Tooheys product they purchase,” said John.

During this year’s Preliminary Final between Melbourne and Cronulla the venue had 337 entries and John believes many of these purchases can be attributed to Sports Stakes. “We have players come across from the other clubs on Friday. They come to play Sports Stakes, it’s a good thing we’ve got going,” he said.


While Sports Stakes is a proven factor in boosting bar trade, it also adds an element of fun to the Friday night broadcast. “It really adds to the atmosphere,” says John, “we’re a country town full of rugby people. They really enjoy it, and they’re back in the following day to collect if they have won a prize.”

John also believes dwell time is increased due to patrons interest in the results of the Sports Stakes comp: “Ninety per cent are sticking around (longer to watch the broadcast while entered into the Sports Stakes comp). It’s a pretty good winner for us.”

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 Brayden Haynes. CEO - Full House Group

  (31 articles)

Brayden is the CEO of Full House Group and is a specialist in creating, establishing and implementing entertainment products and services that help Clubs, Pubs and Hotels become the social hub of their community. A generalist by design with experience across all key functions of sales, marketing, finance, technology and operations. He has an insatiable desire for learning and high achievement and consumes all available content on the subject of business. Brayden thrives on the energy of growing and improving business, striving for excellence and leading teams to successful outcomes.