Britain's live sporting events are experiencing a surge in demand, leading to a shift in hospitality offerings. According to Neil Bailey, chief of Pitch Experiences, many days for next year's Ashes cricket series are already sold out, and tickets for the World Darts Championships at Alexandra Palace are proving difficult to obtain.
This increased demand for major events, such as those at Allianz Stadium, Wembley, Alexandra Palace, and Silverstone, is driving changes in experience expectations. Corporate spending is now concentrating on elite sporting moments rather than spreading hospitality budgets across a series of occasions.
Hospitality providers are increasingly curating experiences, focusing on elements like wine lists, non-alcoholic options, and involving current players or industry executives for pre-match insights. The World Rugby Nations' Championship finals weekend at Twickenham, offering multiple matches and world ranking points, is also proving popular.