Fine food, a glass of something and a good view of the action. That’s the common view of corporate hospitality in sports. However, it is also a proven lever for driving revenue, deepening sponsor relationships and creating meaningful B2B opportunities. As rightsholders look for new ways to diversify income and add value for partners, hospitality offers an underused (and often misunderstood) solution.
In short, the right design and delivery of a complete corporate hospitality strategy in sports can bring a wave of benefits for all sides: rightsholder, sponsor and guest.
The market for premium experiences at live sport continues to grow. While exact figures vary, reports suggest that corporations globally spend billions each year on sports hospitality, seeking to entertain clients, reward staff, and network in an environment far removed from boardrooms. According to Credence Research, the global sports hospitality market can be valued at $16–17 billion in 2024, with forecasts projecting it will reach $85 billion by 2032.
At a national level, the Rugby Football Union in England generated £70.8 million in hospitality revenue in 2022/23, its highest ever. Elsewhere, Formula 1’s premium Paddock Club has similarly seen record attendance and revenues post-pandemic.
Essentially, rightsholders are sitting on physical and commercial prime real estate. Hospitality offerings range from VIP seating and light catering to full-blown, all-inclusive experiences with exclusive access, co-branded zones, and tailored concierge services.
Done right, these packages can:
A successful corporate hospitality strategy starts well before the start of the event. Consider:
VIP touchpoints should be consistent throughout. This includes digital invites and branded check-ins to signage and exit experiences (should they ever wish to leave your perfect hospitality space), the journey must feel thought-through the whole event to maximise brand visibility and client engagement
The perception of luxury often rests on operational basics.
Behind the scenes, this means:
If a brand has clear goals about their expectation of sports sponsorship, that should include a premium VIP hospitality strategy that goes beyond logo exposure. That will likely include:
These experiences are extensions of brand storytelling and client engagement. They also make the event more memorable for guests.
Even the most ambitious hospitality concept can falter without the right foundations. Rightsholders need to strike a balance between flexibility and consistency to create standout experiences while maintaining operational control and commercial viability.
The most successful programmes tend to share a few essential traits:
Equally important is knowing where others go wrong. Several common missteps can quickly erode the effectiveness of a corporate hospitality programme.
The right strategic approach, properly aligned by a brand’s representatives, is the part that turns hospitality at sports events from an entertainment tool to a commercial one.
Having ready-made networking sessions, agenda inserts or speaking opportunities as part of a package takes the thinking beyond the match and creates context for connection.
Digital check-ins, real-time engagement tools, interactive leaderboards or competitions can create additional value for brands and data for you through digital touchpoints
Post-event reporting allows rightsholders to offer real value to sponsors and partners, backing up the experience with hard data and actionable insights.
By capturing and analysing what happened on the day, you can:
From the brand perspective, the key to effective hospitality is aligning spend with broader marketing or client relationship goals. Once again, that comes back to the strategy. It needs to account for four key aspects:
Hospitality can generate direct revenue through sales and indirect value through improved sponsor retention and upsell opportunities.
Pre-defined KPIs, digital engagement tools, and post-event debriefs are key. Capture both qualitative and quantitative data.
That depends on the event size and offer complexity, but early planning and clear tiering help build urgency and structure.
Done right, hospitality becomes an integral part of a brands commercial strategy to sports sponsorship. For rightsholders, it drives revenue, strengthens partnerships and creates a space where sport and business intersect. When executed well, it offers brands a platform for meaningful engagement and a clear return.
If you're looking to rethink your hospitality approach or want support in designing experiences that deliver, we’re here to help.
At the IIHF Ice Hockey World Championship, Infront curates a dedicated VIP experience across all 64 games. These aren’t for sale, but designed exclusively to welcome our sponsors, guests and partners to experience the event first-hand. The offer includes top-tier seats, a separate VIP entrance and a bespoke hospitality area with premium food, drink and branding.
“It’s not about luxury for its own sake – it’s about creating the right atmosphere,” says Isabelle Kaufmann, who oversees the Infront VIP Hospitality project at Infront. “We’re building a space where partners can relax, connect and enjoy the action in comfort.”
While this isn’t a commercial offer, it still demonstrates many of the above principles, from consistent touchpoints to thoughtful venue flows and post-event feedback.
“It’s not just about setting up a nice lounge. We review what worked, refine the setup for each venue and create something that feels truly considered.”