How sports hospitality adds value to stadiums and major events

Sports hospitality goes beyond the match itself and refers to the premium services and experiences designed to enhance the way fans, partners, and corporate guests enjoy sporting events.

From VIP tickets and fine dining to full travel arrangements, hotel stays, and bespoke leisure activities, sports hospitality turns every event into a memorable journey and business opportunity.

As audience expectations evolve and competition intensifies, sports hospitality plays a critical role in reinforcing a venue's reputation and financial resilience.

A key driver of revenue in the sports and leisure sector

Sports hospitality helps venues and organisers increase revenue by monetising premium seating and underused spaces. As fans and corporate guests prioritise quality, tailored packages drive higher spend per guest and boost overall performance.

Meeting VIP expectations through tailored sports hospitality packages

Today’s VIPs and partners expect more than a ticket—they want a curated experience that feels exclusive and personalised. 

Sports hospitality meets this demand with a mix of comfort, high-end service, and unique behind-the-scenes access that drives repeat business and long-term loyalty. 

Strengthening the positioning of stadiums and major events in the hospitality industry

By integrating hospitality as a core part of their value proposition, stadiums can evolve from sports venues into full-service entertainment destinations.

By offering complete experiences, venues strengthen their appeal and compete even more effectively within the broader hospitality industry. This alignment enhances their brand image, opens up new sponsorship opportunities, and makes them more attractive to both corporate and leisure audiences.

Great hospitality blends exclusivity, efficiency, and emotional impact—consistently across every touchpoint.

Combining exclusive access, premium catering, and seamless service

A strong sports hospitality programme combines VIP seating—like pitch-side or grandstand views—with bespoke food and beverage experiences. Sodexo Live!, a global leader in event gastronomy, elevates each moment with locally inspired, fine-dining standards.

At Hampden Park, Sodexo Live! crafts and markets hospitality experiences for both major sporting events and concerts. Guests enjoy exceptional pitch-side views paired with gourmet menus inspired by Scotland’s rich culinary heritage—served in premium lounges designed for comfort, prestige, and seamless service.

But the luxury doesn’t stop at the venue. Today’s most impactful offers also include travel arrangements, premium accommodation, and tailored leisure activities, turning a single event into a seamless, multi-day journey. 

The role of hospitality management in ensuring delivery excellence

Behind every great hospitality moment is strong hospitality management that ensures consistency and a smooth guest journey. 

Today, this operational excellence is further enhanced by digital tools and dedicated hospitality apps, which streamline guest registration, personalise itineraries, and provide real-time updates before and during the event, contributing to smoother guest flow.

Sports hospitality is even more effective when paired with smart ticketing. 

How hospitality ticketing boosts attendance and customer engagement

Hospitality ticketing simplifies booking and boosts demand through premium, ticket-inclusive packages. With perks like dynamic pricing and bundled experiences, it helps fill premium seats and engage more guests.

Designing sports hospitality packages for different client segments

Designing packages that suit varying budgets and expectations—without compromising quality—makes it easier to attract a broader audience.

From entry-level offers to elite experiences, segmentation creates flexibility while expanding reach and impact. It helps organisers better understand and serve their audience while optimising commercial performance.

Generating long-term loyalty through VIP experiences

By delivering exclusive access, personal service, and consistent quality, sports hospitality drives guest satisfaction and loyalty. Over time, this creates a base of premium customers who act as brand ambassadors—a key asset in a competitive market.

For venue operators and event organisers, sports hospitality delivers concrete advantages—both operationally and financially.

Enhancing the global appeal of your venue through premium services

A world-class hospitality experience transforms your venue into an international destination. By offering tailored, multilingual services, stadiums attract sports and leisure tourism, global events, and sponsors—enhancing visibility and reputation.

Differentiating your offering in a competitive sports and leisure market

By delivering premium, emotionally engaging experiences, stadiums can differentiate their offer, attract new partners, and remain competitive within the hospitality industry. 

True impact comes from thoughtful curation and flawless execution—qualities that define the work of STH, the specialist company of Sodexo Live! for hospitality and ticketing. 

For instance, through AO Travel & Experiences, we deliver fully curated packages for the Australian Open, combining travels, premium match tickets, luxury accommodations, and curated leisure activities in the Melbourne area.

With a proven track record across some of the world’s most iconic sporting events and venues, Sodexo Live! combines strategic insight, operational strength, and culinary excellence to deliver truly world-class sports hospitality solutions. 

Decades of expertise in hospitality management for sporting events

With decades of experience in hospitality management, our teams at Sodexo Live! bring a deep understanding of what it takes to deliver world-class experiences at the world’s most prestigious sporting events. From the elegance of Royal Ascot to the global stage of Roland-Garros and the scale of the Rugby World Cups, we’ve honed our ability to adapt to a variety of formats, audiences, and operational challenges.

We manage complex crowd flows, orchestrate precise service timings, and deliver consistent quality under high-pressure conditions—all while exceeding the expectations of VIPs, sponsors, and international guests.

End-to-end delivery: ticketing, catering, VIP flow and guest services

At Sodexo Live!, and through STH, our dedicated company for hospitality & ticketing, we take an end-to-end approach that integrates: 

•  hospitality ticketing, 
• tailored sports hospitality packages, 
• gourmet catering,
•  VIP access logistics, 
• on-the-ground guest services. 

STH has been the exclusive global provider of official hospitality and travel programmes for 5 Rugby World Cups and will be managing these programmes for the next three Rugby World Cups: England 2025 (women), Australia 2027 (men) and Australia 2029 (women). 

Under the ‘RWC Experiences’ banner, STH and World Rugby are redefining premium fan engagement—offering flexible, ticket-inclusive packages that blend world-class hospitality with immersive cultural and leisure activities. 

These curated offers go beyond the matchday, combining travel, accommodation, fine dining, and interactive fan moments to engage both loyal supporters and new audiences.

Our integrated approach makes us a trusted partner for rights holders, organisers, and venue operators worldwide.

Trusted by major stadiums and event organisers across the UK and globally

With a strong portfolio of international clients and long-standing partnerships, Sodexo Live! and its specialist brand STH are recognised leaders in delivering premium sports hospitality.

Sodexo Live! is also the trusted hospitality and catering partner for leading UK stadiums and venues. These include Newcastle United’s St. James’ Park,  Brighton & Hove Albion’s Amex Stadium, Nottingham Forest’s City Ground, and Hampden Park in Glasgow.

From strategic design to flawless delivery, we support our partners in creating unforgettable experiences.