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Brains and Gareth Bale's Elevens Bar & Grill opens in Cardiff

Elevens Bar & Grill, the new sports bar partnership between Wales and Real Madrid footballer Gareth Bale and the country’s biggest hospitality company, S.A Brain and Co Ltd, opens on Friday (5th May) in Cardiff city centre.

Following an extensive redevelopment of the Brains-owned Dempseys venue on Castle Street in the heart of the Welsh capital, Elevens Bar & Grill opens to the general public from 11am.

Elevens features 23 television screens over two floors which will show the biggest live sporting events from around the world and high speed BT WiFi 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 homes 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.

Brains will oversee this week’s opening and Bale will host an official launch event following the conclusion of the football season.

In a message to customers on the menu, Cardiff-born Bale says: “It’s been a dream of mine to open a sports bar in my home town of Cardiff.

“Together with Brains we have tried to create something very special and unique: a premium sports bar and grill in the heart of Cardiff.”

Elevens will serve 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 he 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.

Brains chairman John Rhys commented: “We are delighted to be working with Gareth and his team in a unique partnership between two of Cardiff and Wales' most famous products. 

“Elevens Bar & Grill is the result of close teamwork between us, with Gareth involved in every decision in the development process from the glassware and staff clothing to the signature burger and the specially-brewed Bale Ale.

“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."

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