Source and Inspiration: Insider Sport
With global sports hospitality projected to hit £23.5 billion by 2030, the matchday experience is undergoing a quiet revolution — moving far beyond padded seats and Champagne. For rights holders and high-end operators alike, the game is no longer just about football — it’s about storytelling, access, and personalised immersion.
The Rise of Experience-Led Hospitality
At the 2024 Copa América final, fans were treated to more than a match — they entered a curated world crafted by BEYOND Hospitality, in partnership with luxury restaurant brand Sexy Fish. Think themed decor, a live DJ, signature cocktails, and an elevated culinary menu — all tailored to reflect both exclusivity and local culture.
Founded in 2023 by Jaime Byrom, BEYOND Hospitality has quickly become a disruptor, working with elite rights holders like FIFA and UEFA to transform what we understand as matchday hospitality. According to CMO Ricardo Fort, the key driver isn’t just luxury — it’s relevance.
“People are no longer satisfied with generic VIP perks. They want personalised, social-first experiences that feel once-in-a-lifetime.”
Why Premium Football Hospitality Is Booming
In the UK, VIP ticket spend has surged 34% since 2021 — part of a global trend fuelled by:
- Post-pandemic appetite for live events
- Rising affluence among global HNIs
- Brands seeking deeper, more visible engagement
- The growing cultural cachet of football itself
Hospitality is now a strategic revenue stream, not a side offering. Top-tier products include gourmet dining, cultural programming, player access, and influencer activations — a far cry from traditional boxes or lounge seating.
Localisation Is Key
For events like the FIFA World Cup or UEFA Champions League Final, BEYOND builds geo-specific experiencesthat align with each venue’s identity — what works in Munich may not resonate in Miami.
“Every venue has a different fan profile,” says Fort. “Hospitality must reflect that — both for domestic and international guests.”
This localisation extends beyond the food and decor — it influences how content is created, who is featured, and how guests are engaged.
Hospitality as Shareable Content
Modern fans don’t just attend events — they document them. Hospitality providers like BEYOND now design spaces for digital amplification, encouraging attendees to post, share, and promote organically.
The result?
- Greater brand visibility
- Stronger influencer engagement
- Authentic reach into key consumer segments
As Fort notes, influencers are no longer just marketing assets — they’re part of the show.
Pricing, Access, and Value
While premium experiences come with a price tag, BEYOND’s model includes a tiered approach: from high-touch, private suites to more accessible shared lounges.
Fort is candid about the need for balance:
“Events are most successful when they combine luxury with reasonable entry points. Full venues, diverse crowds, and vibrant atmospheres elevate the entire product.”
Each market presents different challenges. In the US, platforms offer dynamic pricing and tech-integrated access. In Europe, tradition and affordability play a larger role — and hospitality operators must adjust accordingly.
What’s Next: Club World Cup 2025 and the Tech Shift
BEYOND is gearing up to deliver the FIFA Club World Cup 2025 in the United States — a market known for its NBA- and NFL-level expectations. Here, BEYOND must go beyond food and comfort — it needs to compete with the best live entertainment in the world.
Key areas of innovation:
- Connectivity: High-speed mobile access for digital experiences
- Augmented Reality: Adding interactive layers for fans
- Data Personalisation: From dining preferences to preferred camera angles
- Stadium Access: Enabling guests to move through previously restricted zones
As Fort puts it, “To impress a fan who grew up with the NFL, you have to do more than just impress — you have to create magic.”
Why Clubs Must Reimagine Hospitality
At 365247 Consultancy, we believe hospitality is no longer an add-on — it’s a core product. Rights holders, clubs, and event operators must think beyond traditional packages and toward fan segmentation, local storytelling, and high-impact digital integration.
Strategic levers for rights holders:
- Tiered hospitality that widens audience without diluting value
- Geo-customised offerings during multi-venue tournaments
- Integrated influencer and content strategies to drive earned media
- Enhanced data use to shape personalised, loyalty-building experiences
Want to upgrade your matchday experience strategy?
Let’s create a hospitality vision for your sports propert that goes beyond expectations — and delivers unforgettable commercial value. Book an introductory call here.
SOURCE: Insider Sport
