With the sports hospitality market projected to reach £23.5 billion by 2030, rights holders are investing in more tailored matchday experiences.
At the 2024 Copa América final, BEYOND Hospitality partnered with restaurant brand Sexy Fish to deliver an experience which included themed décor, a DJ, bespoke cocktails and a high-end menu. It was part of the company’s broader approach to matchday hospitality, where the focus is shifting from traditional VIP boxes to more tailored and immersive experiences.
Founded in 2023 by Jaime Byrom, BEYOND Hospitality works with rights holders including FIFA and UEFA to meet the growing demand among high-net-worth individuals for premium services at live sport events.
Insider Sport sat down with BEYOND’s CMO Ricardo Fort to understand how the sector has evolved so quickly. “The experience market has grown a lot,” he noted. “Hospitality has been one of the most important expressions of this need that people have to experience different things.”
Spending on VIP and premium football experiences has grown in recent years. In the UK, VIP ticketing spend has increased by 34% since 2021. Global figures suggest further momentum. The sports hospitality market is forecast to reach £23.5 billion by 2030, according to recent industry analysis.
This demand is being driven by a mix of consumer behaviour and commercial strategy. Fort said the sector has responded to a shift in how people value live experiences. “We were prevented from experiences for a very long time,” he said, referring to the pandemic years. Since 2022, he added, interest from brands and rights holders has grown significantly.
Companies are responding with a wider range of products designed for more specific customer groups. Hospitality offers now include access to premium food, cultural events and direct engagement with athletes. In Fort’s view, this shift is not just about fan demand but also the need for rights holders to generate new revenue.
“There’s a consumer need,” he said. “Then marketers, brands and rights holders became more creative in what they can deliver.”
Shaping match day experiences
BEYOND Hospitality works across major tournaments to deliver tailored experiences at scale. Its approach varies by location and event, with products developed around the expectations of local and international audiences. The company has worked on hospitality for the FIFA World Cup, UEFA Champions League Final, and will lead delivery for the FIFA Club World Cup 2025 in the US.
Fort said one of the main shifts has been a move beyond fixed offerings. “If you went to a FIFA World Cup maybe 10 years ago, you would get great seats, easy access, and nice food and drink,” he said. “Today that’s important, but that’s not enough.”
To meet new expectations, BEYOND builds partnerships with chefs and restaurants, incorporates live entertainment, and includes appearances by athletes or influencers. These additions are designed to reflect the culture of the host city or region. Fort gave the example of varying styles across venues in the US and Europe. “Hospitality in the United States is going to be very different from hospitality in Munich,” he said.
This localisation extends to each match. During multi-city tournaments like the FIFA Club World Cup, experiences are adjusted to fit the audience profile at each venue. Fort said the team considers both domestic and international guests.
“Every venue, the consumer is going to be slightly different, and what you need to offer has to be different to appeal to that audience.”
Consumer trends shaping the industry
As the hospitality offer becomes more complex, BEYOND is adapting its products in line with changes in how fans interact with live sport. One shift noted by Fort is the increased role of social media and digital culture in shaping expectations.
He said that in recent years, influencers have become a more active part of the hospitality experience. “We not only are able to drive interest and sales by using influencers, but we also use them as points of attraction in the hospitality experience,” he said. “They are a celebrity in their own terms.”
These figures can act as a draw for guests, particularly younger audiences, who view hospitality not only as access to the match but as a shareable event. In some cases, their presence is built into the programming.
The role of content and visibility is now central to hospitality planning. BEYOND designs environments where guests are encouraged to share their experience online, increasing exposure and helping brands reach targeted demographics through organic promotion.
Managing exclusivity and access across markets
Pricing and access remain sensitive issues in football hospitality. While companies like BEYOND operate in the premium space, concerns have been raised by supporters over rising ticket prices and the affordability of live events.
Fort said pricing is usually controlled by the rights holders, not hospitality operators. “We are not directly involved because we operate in the top end of this spectrum,” he said. Even within that segment, BEYOND offers a range of products aimed at different tiers of the premium market. “They are not your everyday lowest ticket price because they come with services and access that a regular ticket can’t provide.”
He said the most successful events are often those that strike a balance between high-end offerings and affordable entry points. “The countries where they are able to provide access to the population at an entry price that’s reasonable, the event is more successful because the venues are packed and the atmosphere is different.”
The challenge varies by market. In North America, for example, ticketing operates through more sophisticated platforms, with dynamic pricing and a well-developed secondary market. In European countries like Germany or the UK, the approach is different, often shaped by club traditions and fan expectations.
Fort said FIFA and other organisations are working to adapt to these differences when planning for global events.
What to expect from upcoming tournaments
With the FIFA Club World Cup 2025 scheduled to take place in the US and the UEFA Champions League Final recently concluded, BEYOND Hospitality is focused on delivering programmes that can adapt to the scale and diversity of these events.
While Fort did not share details of individual packages, he said the aim is always to offer an experience that stands apart from a standard ticket. “The objective that we have is that the experience of watching a Club World Cup game with us is better than any other alternative,” he said.
The company offers a range of options that vary in exclusivity, from private suites to shared lounges. Each tier includes different levels of access, food and beverage service, and proximity to the pitch. The aim is to create a clear value proposition at every level of the offer.
For events in the US, BEYOND is designing experiences that meet the expectations of a market familiar with the NFL and NBA hospitality model. Fort said American fans are used to a high standard of service and presentation, which sets the benchmark for football events hosted there. “To make someone that has grown up accustomed with the NFL and the hospitality of the NFL come to a soccer match and feel that that’s special, you have to do really, really well,” he said.
Technology and the future of football hospitality
As demand for premium experiences continues to grow, BEYOND Hospitality is focusing on how technology can support the next phase of development in the sector. According to Fort, the biggest changes over the next five to ten years will come not just from food or service improvements, but from how technology is used to enhance access and engagement.
One area of focus is connectivity. Fort noted that in previous tournaments, guests sometimes struggled to access mobile networks or digital services on site. Addressing this is a priority, as many hospitality experiences now include features that rely on live interaction with apps or online content.
Augmented reality is another tool being explored, particularly in markets like the United States where fans are more familiar with tech-led presentation. At NBA games, for example, enhanced digital layers are already common. Fort said football is still catching up in this area.
The use of data is also expected to play a larger role in shaping personalised hospitality. From preferences in dining to content shown during matches, organisers are looking to create environments that feel tailored to each guest. Fort said part of this work involves working closely with rights holders to improve access to areas of the stadium that were previously restricted.
“There are rights holders that are doing that today,” he said. “So if you go to an NFL game, the level of access that you have to the action varies a lot.”
Fort believes that more flexible access, combined with better digital integration, will define the next era of live football hospitality.
