The newly rebranded Sonnel Hospitality is breaking new ground in Sydney’s sports and hospitality scene with an initiative amplifying inclusivity through a focus on women’s sports and events.
‘Her Sport, Her Bar’ (HSHB) aims to make sports bars welcoming, inclusive spaces by bringing a commitment to championing women’s sports across Sonnel’s venues and the community.
Crafting “a new vision” in the pubs, HSHB will feature major women’s sports events, such as the AFLW Grand Final and Matildas matches, coupled with a line-up of watch party events, supporting female sporting communities.
“We believe in the power of sport to inspire and unite local communities, which is why we have been actively developing our spaces to be genuine, community-first hubs and working hard to appeal to a broader demographic,” says group CEO, Simon Meers.
HSHB has already generated support from institutions such as the AFLW, prominent female athletes across multiple disciplines, as well as Sonnel’s drinks partners.
“Our Her Sport, Her Bar initiative hits multiple pillars for us as a group and we’re committed to making our venues places where everyone can come together to celebrate the achievements of female athletes with the same excitement as any other sport,” furthers Meers.
A series of watch party events are already scheduled through the end of 2024 and into 2025. The program is underpinned by a strategic partnership with sports planning platform Sportsyear, to ensure women’s sports are prominently scheduled across the venues.
Sonnel Hospitality is a community-driven part of western Sydney, combining deep local ties with forward-thinking vision with the purpose of creating “vibrant and thriving community hubs”.
HSHB also contributes toward a greater purpose for the group, hoping to set a new benchmark in greater Sydney hospitality through its bold mission of “bringing life to life” in the west.
Former Solotel CEO Justine Baker is F&B consultant for Sonnel and has been heavily involved in HSHB’s creation, and lauds the forward thinking.
“As someone who’s spent my entire career in hospitality, I am passionate about creating venues that feel inclusive and engaging for everyone – especially women,” says Baker.
“Her Sport, Her Bar is such an exciting initiative because it’s not just about broadcasting women’s sports, it’s about transforming our pubs and venues into spaces that truly welcome female sports fans – and their families – and celebrate their passion.”
Events confirmed already Include:
Nov 24 – Vegas F1 Watch Party at The Eastwood Hotel from 3-8PM
*Special guest, Australian Rally Car Champion Molly Taylor, on stage, being interviewed by sports journalist Lavender Baj about what gave her the competitive edge against her male counterparts in one of the most gruelling sports.
Nov 30 – AFLW Grand Final Watch Party at The Australian Hotel & Brewery
Dec 1 – Matildas Watch Party at The Guildford Hotel
Dec 4 – Matildas Watch Party at The Guildford Hotel
Dec 7 – Matildas Watch Party at The Crossroads Hotel
