The PHA Group is providing PR and comms support to England cricketer-backed immersive hospitality venture Sixes Social Cricket as it prepares to launch in the US.
Sixes, which operates a site in Manchester as well as further locations in Birmingham, Leicester and four in London, was founded by Calum Mackinnon and Andy Waugh, the team behind Scottish restaurant and butcher Mac & Wild.
The brand, which operates food and drink venues with batting nets and bowling machines for customers to test out their batting skills, announced new investment from 4CAST, the investment group founded by Lancashire bowler Ben Stokes and his England Cricket teammates Stuart Broad and Jofra Archer, today.
4CAST signs up with Sixes as it prepares to launch new venues in Brighton and, in a first for the brand, a US expansion to Dallas, Texas which will open later this month.
Announcing the new of the partnership on Twitter, The PHA Group said it was “thrilled” to be working with Sixes:
We are thrilled to be working with new client @sixescc as they prepare for an exciting launch of their very first US venue in Dallas next week — Read more in Evening Standard below ⬇️https://t.co/Cp8HY2U8Et
— The PHA Group (@ThePHAGroup) June 7, 2023
Dallas is, admittedly, not renowned as a hotbed of cricket, but the Americans do have at least some history with beer, bats, and balls, and Hobart Hurricanes and England bowler Broad seemed confident Sixes would attract new fans over the pond: “As one of our early investments, we believe Sixes is a fantastic concept that brings new experiences and innovations to cricket, whilst attracting new people to the sport,” he said. “We are all excited to be part of its growth and development, particularly with the launch in the USA this June.”
Sixes & 4CAST will be developing new game modes for guests to enjoy as part of the partnership, including the 4CAST bowling attack where players can test their skills against the likes of Broad and Archer.