London Gets Its Biggest Sports Bar

London has never been short of places to watch the big game, but this autumn the capital is getting something altogether different. On 24 October, Piccadilly welcomes the arrival of BOX, a three-storey playground of sport, music, food and late-night revelry that promises to change the way Londoners experience their nights out.

If you’ve spent time in Birmingham, Manchester, Leeds, Nottingham or Sheffield, chances are you’ve already heard of BOX. The brand has cultivated a loyal following in the north of England, where its venues are known as much for the energy of their dancefloors as for their wall-to-wall live sport. Now, with its boldest venture yet, BOX is planting its flag in the heart of the West End — and London may never look at a sports bar in quite the same way again.

The scale alone is impressive. Spanning 7,200 square feet over three levels, BOX Piccadilly will host up to 550 guests, with 250 seated. Screens dominate every corner — 33 in total — ensuring no angle goes without action. A dedicated floor, aptly named the Box Below Bar, has been designed for the ultimate viewing experience, transforming the adrenaline of a stadium into the intimacy of a bar. Think cinematic screens, electric atmosphere and the kind of sound that makes you feel part of the match itself.

But BOX isn’t just about the whistle and the scoreboard. When the games end, the tempo rises. DJs, live bands and the infamous Bandeoke — where you can belt out classics backed by a full live band — blur the line between spectator and star. Throw in shuffleboard, electric darts and a steady stream of cocktails, and it becomes clear why BOX has outgrown the definition of “sports bar”. This is entertainment engineered for the restless, designed to carry you from the first pint of the afternoon to the last chorus of the night.

The food offering follows the same “big night out” philosophy. Expect unapologetically indulgent dishes: stacked burgers, Neapolitan-style pizzas, sharing plates that disappear as fast as they land, and the return of the iconic Bottomless Brunch that BOX regulars swear by. Drinks, too, are given the spotlight, from premium draught beers to cocktails that hold their own long after the match has faded into memory.

For Martin Wolstencroft, co-founder and chief executive, the Piccadilly launch represents more than expansion. It’s a declaration of intent. “London deserves nothing less than the full BOX experience,” he says. “With more screens than anywhere else in the West End, we’re setting a new standard for live sport. But BOX has always been about more than just watching. It’s about energy, entertainment and atmosphere you can’t find anywhere else.”

It’s that blend — live sport as the spine, late-night hedonism as the heartbeat — that has carried BOX from regional favourite to national player. And in London, the timing feels right. The capital’s nightlife is in the middle of a reset: more experiential, more multi-layered, less about one dimension and more about the full spectrum of an evening out. BOX Piccadilly seems built for exactly that audience.

So what should London expect? A venue that turns sport into spectacle, dining into indulgence, and nights out into something bigger. A place where you can watch a Champions League decider one moment and end up singing with a live band the next. A destination designed to capture the buzz of the city itself — fast, electric and unforgettable.

BOX Piccadilly isn’t just opening another bar; it’s opening a new chapter in how London plays. And if history is anything to go by, the capital is about to embrace it with both arms.