Premier Hospitality

Elevens Bar & Grill

Written by Roma Publications

Elevens Bar & Grill


Gareth Bale, the Wales and Real Madrid footballer, and SA Brain and Co. Ltd have partnered in opening a new premium sports bar and restaurant in the heart of Cardiff City Centre.

‘Elevens Bar & Grill’ opened on May 5th, following a redevelopment of the former Dempseys bar on Castle Street.

The bar is named after Gareth’s club and country shirt number, and he is following in the footsteps of many footballers who have financially invested away from football, including Gary Neville and Ryan Giggs who own the successful ‘Cafe Football’.

Elevens features 23 television screens over two floors which will show the biggest live sporting events from around the world and high speed BT Wi-Fi dedicated to its customers. It also becomes only the second bar in the UK to house BT Sport’s 4K ultra HD service with Dolby Atmos sound system giving the customer a truly unique experience.

The venue also features exclusive memorabilia including a replica of the UEFA Champions League winner’s trophy, Bale’s boots from the Champions League final, football shirts from Pele and Maradona and items from global sports icons such as Rory McIlroy, Andy Murray, LeBron James and Conor McGregor.

The first floor has been turned into a mezzanine with a balcony looking over the downstairs bar and there is ample seating for diners, drinkers and sports fans alike.

Gareth Bale said: “As a proud Welshman I was thrilled to open the Elevens Bar & Grill in Cardiff on our national day, St David’s Day. It has been a big goal and ambition of mine to open a sports bar for many years and I feel Cardiff provides the perfect location.

“There isn’t a venue quite like this, where you can go to watch live sport on Ultra HD 4K TVs with amazing food and drink, all within a modern, relaxed and family-friendly environment.

“It was hugely important for me to work with the right partner to ensure the sustainability of a venture such as this. For me, Brains was the perfect fit, they are the leading brewer in Wales and their expertise in the bar and hospitality industry has been invaluable in getting this off the ground. I feel it is this partnership that will help us provide a location everyone can go to and have a great experience watching sport.”

John Rhys, chairman of S.A Brain and Co. Ltd, commented: “We were very excited to be selected by Gareth on this project and feel it’s a perfect fit which brings together two of Wales’ most famous names to create a sport-themed bar and grill to showcase the best of what Wales has to offer.

“Gareth has been involved in every aspect of the design, food and drinks menu to create his sports bar ‘Elevens Bar & Grill’ and we are confident his vision of a sports venue to produce a unique Welsh venue in the heart of its capital city.

“Gareth is a global superstar and Cardiff already has a reputation as a fantastic sporting city. Hosting the UEFA Champions League Final on June 3 this year will enhance that reputation further and the city will have a new sports bar and grill to match.

“Together we have created a great place to enjoy quality food and drink surrounded by money-can’t-buy sporting memorabilia. And when it comes to watching sport, every major event will be shown on the latest flat screen technology. With the ability to show up to six different events on our 23 screens at any one time, there isn’t a bad seat in the house.”

“Brains has been the official ale of the Football Association of Wales for 10 years and this is the perfect way to celebrate that partnership. The site of the Elevens Bar & Grill has been a pub since the 1730s and with this new lease of life it will remain an iconic Cardiff venue for many more years to come.”

Elevens serves a menu featuring burgers, pizzas and steak and a drinks menu that includes Bale Ale, a new ale brewed by Brains in collaboration with Bale. Even though Gareth Bale doesn’t drink alcohol, he visited Brains Cardiff Brewery earlier in the year to learn about the brewing process and select the ingredients for his new Bale Ale, as well as some bespoke glassware.


  1. Oakley and Sons Ltd

Since their establishment in 1954, G. Oakley and Sons Ltd have been dedicated to providing exceptional ‘new build’ & refurbishment quality and service. Testimony of which is their ever increasing list of major clients and award winning portfolio of projects. All projects are overseen from the main office in Cowbridge, South Wales which also accommodates their in-house joinery workshop and Mechanical and Electrical departments.

  1. Oakley and Sons Ltd have carried out different refurbishment and new build projects, working within live environments, confined sites and to short programme constraints. Close support with the client and their team ensure zero defects and the programme is met.

Alongside modern new builds, G. Oakley and Sons Ltd have proven a track record in traditional construction. Complete demolition and reconstruction of historic thatched buildings, such as the Blue Ball Inn, Sidmouth and the Bush Inn, Cowbridge for the Punch pub company. G. Oakley and Sons Ltd are equally at home in the construction of new build projects, as they are in refurbishing a fire gutted public house, or multi-phase, high quality fitting out works.

  1. Oakley and Sons Ltd have carried out refurbishment and fit out projects for many varied clients such as Mitchell & Butler, Premier Inn, Green King, S.A.Brain and David Lloyd Leisure.

Adam Oakley, G. Oakley and Sons Ltd, said:

“G. Oakley and Sons Ltd are proud to work on the Elevens Project with S.A.Brain and Gareth Bale’s team, having collaborated from its conception with our partnering teams; we have seen it evolve constantly ensuring the end product was something all parties were proud of.

Having partnered on many successful projects with S.A.Brain which make use of our in house divisions: Construction/Joinery/Mechanical/Electrical, we are very excited about the opening of this new city centre venue and wish all parties well.”

By not limiting their operations to one field of construction G. Oakley and Sons Ltd are able to operate with competence and confidence in all situations, knowing that they have the management and sub-contracting resources to be capable of undertaking new build residential, commercial or public developments successfully.


PSG Audio Visual Ltd

PSG Audio Visual Ltd specialise in the provision of commercial and domestic audio visual solutions for use within the construction industry. The company has been in operation since November 2011 and within this time has been involved in various new build and refurbishment projects.

Past projects have included a number of exciting refurbishment schemes for S.A Brains, in addition to various works for banks, building societies, offices, bars, hotels, clubs, stadia and more. Installations vary in scope and scale, but all audio visual equipment is designed to suit its surroundings, with a subtle audio visual twist for each.

Most recently, PSG Audio Visual was involved with Elevens Bar & Grill. Working on this project, PSG Audio Visual Ltd was responsible for the design, supply and installation of audio and visual systems for use in the site’s modern sports bar.

The audio system installed at Elevens Bar & Grill is from the commercial Bose professional division. The system covers three areas with a subtle foreground system allowing great versatile control options.

The visual system is designed to supply the latest high definition and 4K content to 20 screens allowing up to eight different channels at one time or all showing a synchronised picture. The system can be controlled via an iPad.

The team at PSG Audio Visual Ltd, said:

“This project was a great opportunity for us, as we were able to demonstrate what is available at the forefront of A.V solutions.

“At PSG Audio Visual Ltd we pride ourselves on our great customer service and the high standard of our installations. We take projects from conception through to completion, including the design, supply and installation of all audio visual equipment.”

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