A prominent chain of cricket-themed bars, backed by England captain Ben Stokes, has fallen into administration, placing its 17 UK venues in jeopardy. Sixes Cricket, which also counts former fast bowler Stuart Broad among its investors, succumbed to a period of 'challenging' trading and reduced consumer spending.
High-Profile Backing Fails to Prevent Collapse
The company, founded in 2020 by entrepreneurs Calum Mackinnon and Andy Waugh, confirmed it had appointed administrators from FRP Advisory on Wednesday. The chain, which also operates a site in the West Indies, offers food and drink alongside its core attraction: indoor cricket nets featuring computerised bowling technology.
Despite significant investment from the 4Cast Investment Group in 2023 – a consortium featuring star cricketers Ben Stokes, Jofra Archer, and Stuart Broad – the business has been unable to establish a sustainable model. The firm cited intense competition and economic uncertainty squeezing customer disposable income as key factors.
Venues Face Uncertain Future Amid Rescue Talks
The immediate consequence has been the closure of the Southampton bar, announced on Friday. While administrators acknowledged the chain has a 'core of strongly performing sites', others have struggled significantly. All remaining locations are now at risk as the search for a buyer begins.
Tony Wright, joint administrator and partner at FRP Advisory, stated: 'Sixes has built a strong brand in the social entertainment space with its unique venues proving very popular with customers.' He confirmed that early discussions were underway with several interested parties regarding a potential sale of the brand and its best-performing outlets.
Part of Wider 'Competitive Socialising' Trend
Sixes Cricket is part of a broader portfolio of experiential leisure venues, which includes popular brands like Flight Club and Junkyard Golf. These businesses have capitalised on the growing 'competitive socialising' trend, where groups combine socialising with structured gameplay.
Administrators have prioritised ensuring customers with existing bookings, particularly through the crucial Christmas trading period, can still visit. Wright added: 'Our priority is to secure the best outcome for the business and its stakeholders... We're confident that with the right investment and focus, Sixes can build on its core strengths.' For now, other sites remain open as rescue negotiations continue.
