The new venture with St Austell is intended to create a brand of regional sports bars “with longevity”, ETM Group founder and CEO Ed Martin tells MCA.

Announced last week, the venture between ETM’s directors and St Austell Brewery will see the partners launch a series of premium sports bars called Ludo Sports Bar & Kitchen across the West Country.

“Our operational experience matches very heavily,” he says. “ETM has always focused on experiential hospitality…it’s taking what we’ve done so far and creating something really special.”

While Martin is eager to launch a regional brand, he emphasises it’s not only about branching out of London.

“We can introduce what we do [as ETM] to those towns and cities,” he adds. “If you’re a good operator, you can operate anywhere.

“Compared to ETM’s sports bars, the fact that it’s a regional business is really the only difference.

“The great thing about sports is that is spans every generation and every demographic. The longevity of it is what’s really interesting.”

Ludo will have an “enhanced family offering” with sports-oriented food, all made in-house and “absolutely delicious,” according to Martin.

The first opening will be on 15 May in Bath at a site previously operated by St Austell as Graze, with more venues across the West Country on the cards.

“I don’t want to put a number on it,” Martin says. “But I’ve known Kevin and Andy Turner for a long time.

“When values come together, you can create something really special.”