SCCG Management has formed a strategic partnership with Tom’s Watch Bar, a chain of sports entertainment bars and restaurants.
The partnership aims to introduce large-format sports bars to tribal and retail casinos, expanding entertainment options within these gaming venues.
Tom’s Watch Bar operates several sports entertainment bars across the United States, with eight additional locations planned for 2025.
The company has recently secured increased financing through a specialised investment bank to support its growth, with a target of opening six new units as part of this expansion.
The company has noted that its sports bar concept has already proven successful in casino environments.
Stephen Crystal, SCCG Management CEO, commented: “Partnering with Tom’s Watch Bar allows us to bring unparalleled sports bar experiences to tribal and retail casinos. Its innovative approach and proven success in the industry align perfectly with our mission to drive growth and maximise revenue for our partners.”
Greg MacDonald, Tom’s Watch Bar's Chief Brand Officer, added: “SCCG will provide Tom’s Watch Bar with the necessary expertise and connections to expand its presence in tribal and retail casinos successfully.”
Earlier in September, SCCG Management launched the SCCG Talent Portal, a recruitment platform aimed at connecting gaming companies with skilled professionals. This follows a series of partnerships, including a collaboration with Playdigo, an AI-driven branding firm, as SCCG continues to diversify its activities within the gaming and hospitality sectors.
The partnership between SCCG Management and Tom’s Watch Bar is set to play a role in further integrating entertainment-focused venues within casinos.
Both companies are working towards increasing engagement and broadening the entertainment options available to casino patrons. Timelines for the expansion of new locations have yet to be disclosed.
