Kliro Capital Partners is pleased to announce its minority investment in Sixes Social Cricket, a leading experiential hospitality brand in the social entertainment space, blending the thrill of cricket culture and play with high end hospitality.
Founded by sport loving, hospitality entrepreneurs, Calum Mackinnon and Andy Waugh in 2020, Sixes offers a high adrenaline and immersive way for absolutely anyone to enjoy the thrill of cricket against the reassuringly familiar backdrop of a world class hospitality offering.
At the heart of the Sixes experience are state-of-the-art cricket simulators, offering a test of hand eye skill, upper body reflexes, power and speed as competitors test their batting skills against some of the world’s finest (virtual) bowlers. Regardless of whether guests know their wickets from their crease or are more into their shots and cocktails, Sixes draws people together through a vibrant mix of interiors, late night beats, great eats, legendary craft cocktails, big screens and sporting thrill.
Blending sport and hospitality
The secret of Sixes lies in the co-founder’s belief that sport and hospitality ultimately have a very similar effect on people – they bring us together for good times shared through a thrilling social experience. At the same time, traditional hospitality had become an increasingly tricky game, not least driven by the growing consumer demand for more experiential offerings over traditional F&B.
The Sixes concept strives to break down the possible barriers to the game of cricket, focussing on delivering the most thrilling elements of cricket in a relaxed, familiar and aspirational hospitality setting, thus opening the joys of the sport up to new audiences whilst delighting established fans.
Mission
The company’s mission is to deliver a modern take on cricket combined with a focus on exceptional hospitality. The experience is complemented by a high-end food and beverage menu, with dishes that are designed to elevate the traditional social gathering into something truly special. From sharing platters of British pub classics to an array of artisanal cocktails and craft beers. The casual but premium dining environment provides a perfect complement to the energetic, playful spirit of the tech-enabled cricket batting experience.
Since its inception, Sixes has witnessed rapid expansion across the UK, reflecting the growing demand for unique social venues that combine sports with dining. With flagship locations in major cities like London, Manchester, and Birmingham, in the UK as well as Dallas in the USA. Sixes has quickly become a go-to destination for those looking to enjoy a blend of interactive entertainment and high-quality hospitality. Each venue is designed with community and sociability in mind, making Sixes a popular choice for corporate events, parties, casual get-togethers and children’s parties alike.
Disruptive Innovation
Sixes Social Cricket is redefining the landscape of leisure activities, creating an inclusive space that welcomes everyone, from competitive sportspeople to casual visitors. The brand’s innovative approach to combining sport, technology, and social experiences has seen its popularity soar, with additional venues being opened to meet the rising demand for engaging and entertaining social activities.
The investment from Kliro Capital will support the company to expand its presence further in the UK and USA, bringing this fun and energetic concept to new markets. The funds will support the opening of new locations, enhancing the customer experience, and building operational capabilities to scale the business sustainably.
‘We like to think of ourselves as passionate playmakers at heart! We believe very deeply that humans need and deserve to have fun, and we love creating fun ways for people to come together and do that’ Calum Mackinnon, Sixes co-founder
‘When we design a concept, we have laser focus on creating a dynamic experience that appeals to both die-hard fans of the sport or activity as well as those who have never engaged before. If we can achieve that, we believe we’re onto a winner. Our technology partners at Sixes and our decades of experience in hospitality have been a winning combination so far.’. Andy Waugh, Sixes co-founder
Warren Scott, founder of Kliro Capital Partners, stated, “We are thrilled to invest in Sixes Social Cricket, a vibrant and innovative company that brings a fresh take on entertainment and dining. This investment represents our commitment to supporting entrepreneurial businesses that are reshaping their sectors. We are confident that Sixes Cricket will continue to grow as a leader in its field and look forward to being a part of this exciting journey.”
Calum Mackinnon commented, “We are absolutely delighted to welcome Kliro Capital Partners into the Sixes family. From our first discussion, it was clear that Kliro understood our vision for revolutionising how people experience cricket through social interaction. Their expertise in the hospitality and entertainment industries is exactly what we need to take Sixes Cricket to the next level. We look forward to a fruitful partnership.”
