Creating a world-class hospitality experience for international sports events

Hospitality ticketing is a central component of the event ecosystem. For event organizers, it is both a value-added service and a significant revenue stream. For guests, it offers access to comfort, prestige, and a sense of belonging.

Enhancing the image and impact of international competitions

A carefully curated hospitality experience helps enhance the reputation of a sporting event on the global stage. From premium seating and cultural programming to elite food and beverage offerings, hospitality services signal excellence and professionalism. By creating immersive experiences that extend beyond the event itself, they capture media attention and spark sponsor interest—making the event not just a competition, but a compelling story worth sharing.

Meeting the high expectations of global audiences and VIP guests

The demand for unique and immersive end-to-end experiences is growing fast. Today’s audiences expect refined sports hospitality packages that go beyond the event itself—blending comfort, convenience, and tailored service. Meeting these expectations is key to ensuring guest satisfaction and encouraging customer loyalty—two pillars of a successful hospitality strategy.

Expanding the hospitality experience beyond the event

Premium sports and leisure experiences now extend far beyond the confines of the stadium. Today’s hospitality packages often include curated activities such as guided city tours, vineyard visits, or cultural excursions, offering guests a deeper connection to the destination. By going beyond the game itself, these experiences enrich the overall value of the event and transform a single sporting occasion into a multi-faceted, immersive journey.

Hospitality experience and its role in the tourism and hospitality management ecosystem

Far beyond a one-off service, hospitality and ticketing act as strategic levers for long-term economic growth and tourism development. As part of a broader tourism and hospitality management strategy, integrating premium hospitality into sports and leisure events helps destinations enhance their global appeal, attract high-value visitors, and encourage longer stays.

Bundled offers combining travel, accommodation, and VIP services tap into the growing demand for experience-led tourism. These curated experiences not only support local businesses but also elevate the international visibility of host cities—positioning them as premium destinations for both leisure and business travel.

From seamless service to meaningful moments, world-class hospitality is all about delivering exceptional experiences at every step.

Combining exclusivity, seamless service, and cultural relevance

Delivering a premium guest experience requires a sophisticated approach to hospitality management—one that seamlessly blends exclusivity, service excellence, and cultural authenticity. Guests today seek more than comfort; they value experiences that feel meaningful and connected to the destination. Whether through regionally inspired menus, locally rooted rituals, or personalized guest touches, embedding cultural relevance into every layer of service turns a premium offer into a truly memorable experience. 

From welcome to farewell: crafting a complete guest journey

A premium hospitality experience spans the entire customer journey—often beginning well before guests arrive at the venue. From the moment they leave home, everything is designed to be seamless and stress-free.

It starts with booking systems that are intuitive and responsive, and continues with pre-event communication, personalized travel coordination, and in-venue VIP treatment. 

But the experience doesn't stop at the stadium gates: it can encompass the guest’s full stay, including curated tourism activities, cultural discoveries, and premium accommodation. Every touchpoint, from airport pickup to post-event thank-you notes, contributes to a holistic, frictionless experience where guests can fully relax and enjoy the moment—without having to think about a thing.

The role of hospitality management in delivering consistency and excellence

Behind every seamless experience lies expert hospitality management. It’s what ensures service is consistent, teams are prepared, and guests feel genuinely cared for—no matter the scale or complexity of the event. 

From sustainability standards to high-touch service, strong management brings structure, reliability, and excellence. That’s exactly what STH, the dedicated hospitality ticketing brand of Sodexo Live!, brings to the world’s most prestigious sporting events—making them a go-to partner for organisers seeking flawless execution.

For rights holders, sponsors, and venue operators, hospitality ticketing is not just a service—it's a driver of business growth and brand prestige.

Creating new revenue streams through sports hospitality packages

Tailored sports hospitality packages allow organizers to tap into high-value audience segments. By layering value through exclusivity, premium seating, and unique add-ons, organizers can significantly increase the average spend per guest.

Hospitality ticketing also helps ensure maximum occupancy of premium sections, converting underused spaces into profit centres. At the same time, offering a range of packages—from high-end luxury experiences to more affordable options—broadens the appeal and makes the hospitality sector accessible to a wider spectrum of guests. This flexibility enables organizers to cater to diverse audience expectations while maximizing both reach and revenue.

Attracting international sponsors and corporate partners

Through hospitality experience and ticketing, event organizers in the sports and leisure sector can offer sponsors more than just access—they deliver curated experiences that build value and drive long-term partnerships. With STH’s end-to-end sponsor services, including event logistics, ticketing, travel coordination, and guest management, organizers simplify complexity while raising the standard of delivery.

For sponsors, these personalized packages create memorable moments for clients and partners, reinforce brand prestige, and ensure maximum visibility throughout the guest journey. The result is a win-win: streamlined operations for organizers, and powerful engagement tools for sponsors.

Enhancing operational efficiency through expert hospitality services

Outsourcing to experts like Sodexo Live! and its dedicated company, STH, reduces the complexity and risks associated with event planning. With integrated services that can include catering, logistics, travel coordination, and VIP management—organizers benefit from seamless execution and smarter resource allocation. Hospitality support can cover the entire guest journey, from international flights and airport transfers to on-site concierge services.

At prestigious events like Royal Ascot or the rugby World cup, STH—the specialist brand of Sodexo Live! for hospitality ticketing—delivers a truly elevated experience. Beyond world-class in-venue services, STH curates every aspect of the guest journey: bespoke pre-event itineraries, premium hotel accommodations, and seamless transport solutions. 
The result? A stress-free, luxury experience from doorstep to grandstand—while organizers enjoy streamlined planning and exceptional execution.

From the eyes of the guest, hospitality should feel effortless, personal, and exclusive—no matter their background or status.

Access, comfort, and bespoke attention for every profile

Truly great hospitality experience is inclusive by design. It anticipates and adapts to the diverse needs of international travellers, corporate groups, and local fans alike. From multilingual support and tailored amenities to thoughtful guest services, everything is crafted to create a universal sense of welcome and belonging.

Whether guests are looking for an accessible, entry-level experience or the most prestigious VIP treatment, a wide range of options ensures that every profile finds its place. This flexibility—paired with a commitment to personalization—makes each guest feel valued, respected, and perfectly looked after, whatever their expectations or budget.

Elevated food, atmosphere and service across all touchpoints

Food and beverage are often the most talked-about aspects of any experience. Exceptional gastronomy—paired with a vibrant atmosphere and professional customer service—can transform an event from good to extraordinary. Whether through Michelin-starred meals or artisanal street food, food is a powerful storytelling tool in hospitality.

With a longstanding reputation for culinary excellence, Sodexo Live! is a trusted partner for delivering unforgettable food and beverage experiences at the world’s most prestigious sporting events. 

At the iconic Henley Royal Regatta, for example, guests are treated to a refined five-course menu that celebrates seasonal, locally sourced produce. Highlights include scorched tsar salmon with goat’s curd, spinach and oregano parfait with heirloom tomato and caper salsa, and beef fillet served with a bone marrow croquette. Carefully crafted vegetarian and vegan options also reflect the commitment of Sodexo Live! to inclusivity and quality. Every dish is designed to elevate the moment, turning hospitality into a multi-sensory celebration.

Turning sporting events into personal, lasting memories

Ultimately, the goal of any hospitality experience is to create lasting emotional connections. That could be through a meet-and-greet with an athlete, a once-in-a-lifetime view from a private suite, or a personalized gift that captures the moment. These moments build not just memories but brand ambassadors.

And the experience goes far beyond the stadium. With exclusive extras like city tours, vineyard visits or cultural activities, guests get to enjoy the very best of the destination. These moments outside the event add depth and emotion to the journey—turning a great event into an unforgettable stay.

With decades of expertise and a global footprint, Sodexo Live! is a partner of choice for those seeking to deliver world-class hospitality.

Deep expertise in the hospitality industry and large-scale sporting events

Sodexo Live! and its specialist brand STH (Sports Travel & Hospitality) bring unmatched experience in the hospitality industry, having delivered premium services for events like Roland-Garros, Royal Ascot, Henley Royal Regatta, and multiple Rugby World Cups. Our team understands the unique dynamics of global sporting events, from audience profiles to logistical challenges.

End-to-end support: from sports hospitality packages to onsite delivery

STH, the dedicated brand of Sodexo Live! for hospitality and ticketing, delivers comprehensive solutions—from designing bespoke sports hospitality packages to seamless on-site execution. Leveraging robust technological platforms, curated experiences, and localized operations, we ensure flawless delivery at every stage.​

A prime example is the AO Travel & Experiences program, a collaboration between STH and the Australian Open, serving as the exclusive provider of premium travel, experience, and hospitality packages for this world-famous event. 
This initiative offers tennis enthusiasts a one-stop-shop for tailored packages, combining Grand Slam session tickets, luxury accommodations, and exclusive hospitality experiences. Whether guests opt for curated travel packages or customize their own, the program ensures a seamless and unforgettable experience.

This end-to-end approach ensures that every guest enjoys a memorable experience, reinforcing our commitment to excellence in hospitality management.

Proven experience in tourism and hospitality management worldwide

With operations across the world, Sodexo Live! and its specialist brand STH bring global expertise to every aspect of hospitality management. We deliver premium experiences at iconic events such as Roland-Garros and the Australian Open. Our expertise is already trusted for the next three Rugby World Cups—England 2025, Australia 2027, and Australia 2029. 

In the UK, we bring this same excellence to flagship events including Royal Ascot, Henley Royal Regatta, The Open Championship and major cricket fixtures at Emirates Old Trafford. From cutting-edge booking systems to optimized guest flows and evolving customer experience strategies, we deliver consistent, world-class service tailored to every event.