How to deliver premium sport hospitality around the world

PA Life talks to General Manager, Emily Tuffin from Sport Travel and Hospitality Group about the challenges and new opportunities in operating across diverse markets—from the UK to the US, Australia, and New Zealand—delivering premium sport hospitality every time…

Delivering premium sport hospitality

How do you maintain a consistently high standard of hospitality while tailoring experiences to reflect local cultures, athletic preferences, and audience expectations?

At Sport Travel and Hospitality Group, we’ve delivered premium experience programmes for some of the world’s biggest sporting events. Olympic Games in London and Tokyo, to Rugby World Cups from France 2007 through to Australia 2027, and Cricket World Cups in England and India. Each event presents unique cultural expectations, and our success lies in balancing global consistency with local authenticity.

Though we operate across diverse markets, we’re a close-knit team. Senior leaders work directly with rights holders and local delivery teams to ensure our high standards are upheld. We tailor hospitality packages to suit each audience-from entry-level lounges to ultra-premium experiences featuring player appearances, celebrity chefs, and pitch-side access.

Local teams are empowered to reflect regional culture-be it British elegance at Henley, American-style fan engagement at the World Baseball Classic, or Māori traditions at New Zealand rugby events. We collaborate with local suppliers and cultural consultants, and use real-time guest feedback to continuously refine the experience.

Technology is transforming hospitality with immersive experiences with the help of AR/VR and mobile apps. How are you integrating this into your offerings?

Absolutely, technology is transforming hospitality, and we’re embracing it to enhance both guest and booker experiences. At events like Roland Garros, our mobile apps centralise everything tickets, travel details, itineraries, and FAQs-making it easier for bookers to manage multiple guests and ensure a smooth experience. It streamlines logistics, reduces stress, and gives them full visibility in one convenient platform.

We’re also investing in immersive elements. At this year’s Women’s Rugby World Cup, we introduced themed areas like karaoke suites and disco zones to create more engaging, memorable moments. For premium clients, AR/VR features such as virtual stadium tours and interactive meet-and-greets offer exclusive access and personalisation based on user preferences.

Looking ahead, we’re exploring technologies like RFID to track guest movement and improve service and gamification to further elevate the experience and deliver even more tailored, data-driven hospitality.

Corporate travel is increasingly bleisure-focused, and wellness is a growing expectation.

How are you evolving your sports hospitality packages—such as VIP lounges, event experiences, or fan zones—to incorporate relaxation, health-conscious options, or leisure extensions?

Leisure extensions have become a key part of our hospitality strategy as the demand for “bleisure” travel continues to grow. We offer curated experiences such as golf days, private city tours, vineyard visits, and wellness retreats-enabling guests to enrich their trip with moments of culture, relaxation, and enjoyment beyond the core sporting event.

A standout example is our Roland Garros programme, where guests can enjoy a scenic Bateaux Parisiens boat trip along the Seine, or a fine dining experience at the iconic Madame Brasserie inside the Eiffel Tower. Another is the ICC Men’s Cricket World Cup, 2027 in South Africa, Zimbabwe and Namibia where guests will have a choice of safari trips! These additions transform a hospitality booking into a broader, more memorable cultural experience.

We also reflect wellness and sustainability trends in our offerings, with an expanded range of plant-based and health-conscious menu options across our hospitality packages.

Looking ahead, we’re actively working to expand in this space, with innovative leisure and wellness extensions in development. Our goal is to create more immersive, personalised experiences that blend sport, lifestyle, and wellbeing into every guest journey.

Sustainability in large-scale sporting events:

What eco-conscious practices—like zero-waste catering, sustainable venue operations, or carbon offsetting—have you integrated into your sports hospitality across different markets?

Sustainability is a core focus across all our markets and we support our rightsholders on new initiatives wherever possible, such as Henley Regetta donating any unused food to a local charity or partnering with Eurostar on Roland Garros to save on air travel.

We continually task our supply chain to reduce waste and support a circular economy with life-after-use considerations for all event items.  With Sodexo proudly SBTi certified, we track the Co2 impact of our activities and event operations and report our scope 1, 2 & 3 emissions.

Fans and corporate delegates now expect tailored experiences:

How do you leverage data analytics across your global operations to personalise hospitality—whether in seating, menus, or experience formats—and how should assistants capture these preferences in briefs?

We leverage advanced data analytics to personalise every aspect of the guest experience. Our CRM systems capture and analyse preferences across our global operations-from seating choices and dietary needs to favourite teams and entertainment styles. This rich data enables us to tailor everything from menu offerings to event programming, ensuring each experience feels unique and relevant.

To help us deliver truly bespoke hospitality, we encourage executive assistants and travel planners to provide detailed briefs that include past feedback, special requests, and preferences. Whether catering to a single VIP or a large corporate group, this collaborative approach ensures we exceed expectations and create memorable, personalised experiences.

Coordinating sports hospitality across multiple countries involves logistical complexity—from regulatory compliance to staffing consistency:

What are the key challenges you face in delivering seamless multi-region corporate experiences, and how can executive support professionals better support this process?

Coordinating sports hospitality across multiple countries involves several key challenges, including regulatory compliance, navigating cultural differences, and maintaining consistent service standards. To address these, we rely on dedicated regional teams, robust project management systems, and close collaboration.

Our staffing approach balances global consistency with local expertise-we provide standardised training programmes while recruiting locally to ensure cultural fluency and authentic guest interactions.

Executive support professionals play a vital role in this process by providing clear, timely information on guest requirements and travel logistics. Acting as a liaison between clients and our operational teams, they help ensure smooth communication and seamless delivery of multi-region corporate experiences.

PA Life had a chance to learn what premium corporate hospitality would be like with Sport Travel and Hospitality Group in charge of the organisation.