Sports Business

20Jul By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business, Sports Travel

Como 1907: luxury football travel on Italy’s Lake Como

In May, Italian football club Como 1907 officially unveiled SENT Tourism, its in‑house luxury tour operator designed to bring football fans closer to the emotional, cultural, and aesthetic world of Lake Como. The initiative seeks to extend the club’s identity beyond Serie  A by crafting immersive travel experiences that merge matchday excitement with Italian elegance. Rooted in the club’s transformation under Djarum Group/Sent Entertainment Ltd and president Mirwan Suwarso, SENT Tourism represents the next chapter of Como’s ambition to become a premier football tourism destination, leveraging its stunning lakeside stadium and localised brand ecosystem. New stadium plans unveiled  SENT Tourism is not the only big announcement made in recent months by Como 1907 – the redevelopment o...

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19Jul By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business

Sports hospitality trends: global market value to reach $74.32 billion by 2036 

The global sports hospitality market is on a sharp growth trajectory, according to a new report published by Credence Research. Valued at US$8.35 billion in 2018, the market expanded to US$15.23 billion in 2024 and is projected to reach US$74.32 billion by 2036, registering a compound annual growth rate (CAGR) of 14.12%. This explosive growth is being fueled by the rising global appeal of major sporting events and a growing appetite for premium experiences among corporate clients and high-net-worth individuals. Demand for VIP suites, exclusive access packages, fine dining, and behind-the-scenes experiences is soaring across flagship events such as the FIFA World Cup, UEFA Champions League, NFL’s Super Bowl, Wimbledon, and Formula 1. What’s driving market growth? Premium sports exp...

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19Jul By Sports Tourism NewsNo Comments

Sports Business

FIFA World Cup 26: what hospitality packages are available?

FIFA and On Location, the official hospitality provider for the FIFA World Cup 26, have announced a broader range of hospitality packages that are now available to purchase at FIFAWorldCup.com/Hospitality and through authorised sales agents. Featuring 48 teams from six confederations, the FIFA World Cup 26 will take place from 11 June until 19 July 2026, with games held at 16 locations across the three host nations in North America. Following May’s launch of series packages for matches in the United States, football fans around the world can now secure premium access to the largest FIFA World Cup ever through a diverse range of hospitality offers, whether the matches are taking place in Canada, Mexico or the US. Hospitality packages for the tournament include:   Single Match: Fa...

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13Jul By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business

Sports tourism global value to hit $1.7 trillion by 2032 – World Economic Forum report

A new report published by the World Economic Forum, in collaboration with Kearney, has positioned sports tourism as one of the fastest-growing sectors in the global travel economy, with a projected value of more than US$1.7 trillion by 2032. According to the report – Travel & Tourism at a Turning Point – sports tourism is one of several segments emerging as “significant growth drivers”, expanding at rates “exceeding sector averages”, and driven by rising global interest in live events, active travel experiences, and the power of digital engagement. Valued at US$609 billion in 2023, the sector is forecast to grow at a compound annual growth rate (CAGR) of 16%, reaching more than US$1.7 trillion in less than a decade. The report defines sports tourism as “where the tourist either obse...

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13Jul By Sports Tourism NewsNo Comments

Sports Business, Sports Travel, Venues & Stadiums

CR7 Life Museum: Cristiano Ronaldo attraction opens in Hong Kong

Hong Kong has strengthened its position as a global sports tourism destination with the launch of the CR7 Life Museum, the first of its kind in Asia dedicated to football legend Cristiano Ronaldo.  Located within the K11 Art & Cultural Centre, this immersive, state-of-the-art attraction offers visitors a unique window into the career and life of one of the greatest players in football history. Elevating Hong Kong’s sports tourism portfolio, the museum features Ronaldo’s most iconic memorabilia, from match-worn kits and golden boots to his impressive trophy collection, alongside immersive storytelling and interactive exhibits. Visitors can trace Ronaldo’s journey from his early days in Madeira to his global superstardom – a powerful narrative that appeals to both sports enthusia...

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9Jul By Sports Tourism NewsNo Comments

Sports Business

Elevate Golf: Northern Ireland to host golf tourism event in 2026 

Golf tourism’s newest B2B event Elevate Golf is to be held in Northern Ireland for the first time in 2026. Taking place from 25-30 October, Elevate Golf 2026 will see the finest golf courses, resorts and accommodation providers connect with high-class international tour operators during tailor-made appointments, and in more casual surroundings on the golf course and at evening receptions. Elevate Golf – which will be in its third edition in 2026 – is held in two stages, with the first half of the six-day event in Northern Ireland. Here, a carefully selected pool of the best golf tour operators from across the globe will be hosted at the luxurious Galgorm Resort in County Antrim, experiencing the hotel's premium hospitality. Leanne Thorpe, director of Elevate Golf, said: “At Elevate G...

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5Jul By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business, Trends

2025 Global F1 Fan Survey: women, Gen Z and US fans power new era 

Formula 1 fandom is evolving – and it’s younger, more diverse, and more plugged-in than ever. According to the 2025 Global F1 Fan Survey, released by Formula 1 and Motorsport Network, the sport is in the midst of a generational and cultural shift, with women, Gen Z, and US fans emerging as powerful forces shaping the future of the grid. Conducted every four years, the survey gathered insights from more than 100,000 self-identified F1 fans across 186 countries. The results confirm what has been building over recent seasons: Formula 1 is no longer just a motorsport, it’s a cultural phenomenon. Women are leading the next wave of fandom, with female fans making up three in four of all new fans in the survey. Among Gen Z respondents, nearly half identify as female – highlighting the sport...

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2Jul By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business

Playtomic Global Padel Report 2025: ‘the global sport of the future’

With games being played on the beaches of Dubai to the parks of California, there’s no doubting that padel is now the world’s fastest-growing sport. The newly released Playtomic Global Padel Report 2025, published in partnership with PwC’s Strategy&, paints a dynamic picture of a sport on the rise – powered by technology, community, and unprecedented international interest. A court-building boom Padel’s growth is nothing short of explosive. In 2024 alone, more than 3,282 new clubs and 7,000 courts sprang up worldwide – that’s about nine clubs opening every day. The global court count has now soared past 50,000, with a projected 81,555 expected by 2027. What was once a niche European pastime is now played in over 90 countries, with hot spots emerging in the UAE, Mexico, the UK, Po...

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27Jun By Sports Tourism NewsNo Comments

Holidays & Trips, Sports Business

Active ‘coolcations’: Heidi launches summer mountain holidays

The “coolcation” trend of choosing milder holiday destinations looks set to continue in 2025, after first gaining momentum last year following record-breaking high temperatures across popular Mediterranean hot spots. According to the Monitoring Sentiment for Intra-European Travel 2025 Report published by the European Travel Commission 15% of travellers are now actively seeking out milder climates, and 14% are avoiding destinations with extreme heat. In response to the growing “coolcation” trend, ski holiday operator Heidi has expanded its portfolio of travel itineraries to now include summer mountain holidays. In a survey of 900 UK skiers conducted on behalf of Heidi, 50% chose “summer mountain holidays” when asked: “What type of holiday are you planning to book - or have booked - in th...

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16Jun By Sports Tourism NewsNo Comments

Sports Business, Venues & Stadiums

‘Seat Unique Ultimate Experience’: Everton’s new stadium to feature cinema-style seating

English Premier League football club Everton have announced ticketing and hospitality platform Seat Unique as a founding partner of their new Hill Dickinson Stadium.  The agreement will see Seat Unique become Everton’s official premium experiences platform, providing premium match-by-match and event sales for the bars, restaurants and experiences at the club’s new iconic home on Liverpool’s waterfront. The 52,888-capacity Hill Dickinson Stadium, which opens in August 2025, will become a world-class destination for sport, music, entertainment and cultural events. As part of “The Seat Unique Ultimate Experience”, and for the first time in UK football, fans will be able to buy match-by-match access to cinematic "loge" seating – enclosures with four reclining cinema-style seats and priva...

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18May By Sports Tourism NewsNo Comments

Sports Business

Seat Unique continues partnership growth with three-year Polo in the Park deal

It’s been a very busy few months for Seat Unique, an online platform that offers official hospitality packages and premium tickets for live events. Founded in 2018 by Robin Sherry and Phillipa Hicks, Seat Unique has secured partnerships with a range of major UK venues, clubs, and promoters, including London’s Wembley Stadium and the Co-op Live in Manchester, as well as the Welsh Rugby Union and Jacksonville Jaguars UK. Backed by high-profile investors and ambassadors, including British Lions and Wales Rugby captain Sam Warburton OBE, England cricketers Stuart Broad and Lauren Bell, and rugby legends Sir Clive Woodward and Matt Dawson, Seat Unique also announced in March 2025 that England men’s football captain and Bayern Munich striker Harry Kane had become a shareholder in the firm.&nb...

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17May By Sports Tourism NewsNo Comments

Sports Business, Venues & Stadiums

Emirates Sports Arena: new ice sports venue to open in Dubai

A new ice and winter sports venue, the Emirates Sports Arena, is set to open in Dubai in 2025. Owned and operated by Emirates Sports Group, the facility will be the only multi-functional professional ice rink in the Middle East region. Located in Dubai Sports City, the Emirates Sports Arena will be next to the Emirates Sports Hotel and Apartments. The opening of this technologically advanced sports facility will represent a step forward in the development of winter sports in the Middle East, including ice hockey, figure skating, and other disciplines. Alongside the launch of the ice arena, a Winter Sports Academy for GCC countries will also be introduced.  Vladimir Burdun, CEO of Emirates Sports Group, said: "We look forward to the opening of Emirates Sports Arena as a grand event fe...

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17May By Sports Tourism NewsNo Comments

Sports Business

US tennis ace Jessica Pegula named World of Hyatt ambassador

Hyatt Hotels Corporation’s World of Hyatt loyalty program has welcomed American tennis star Jessica Pegula as its newest ambassador, bringing her passion for excellence and travel to the World of Hyatt portfolio.  Through this collaboration, Pegula will offer exclusive insights into elite tennis travel, showcase Park Hyatt hotels around the world, and provide World of Hyatt members with unique opportunities to engage with the sport at the highest level. Pegula said: "I'm thrilled to join World of Hyatt as its newest ambassador. When you're on the road for nearly 10 months a year, finding a place that feels like a true home-away-from-home makes all the difference. The spacious accommodations at Park Hyatt hotels give me the freedom to keep up with my workouts and even enjoy a spa...

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11May By Sports Tourism NewsNo Comments

Hotels & Resorts, Sports Business, Trends

Rise of ‘mara-cations’: Generator sees marathon weekend booking surge

Following the TCS London Marathon in April, boutique accommodation brand Generator has recorded an increase in guests looking to combine their love of running with travel – opting for a hybrid of a holiday and a marathon, affectionately coined the “mara-cation”.  With a surge in bookings across its global portfolio, Generator’s properties in key marathon locations have seen increased demand during event weekends, highlighting that guests now more than ever are seeking  a blend of wellness, intense self-optimisation and a desire to see the world through a new lens.  Of the locations that are seeing the biggest increase, New York leads the way, with a 67% increase in bookings at Paramount Times Square - a Generator Hotel during the NYC marathon weekend 2025 (2 November). Berlin co...

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11May By Sports Tourism NewsNo Comments

Sports Business, Venues & Stadiums

Valencia CF and Legends partner on hospitality concepts at Nou Mestalla

Valencia CF have reached an agreement with Legends, a global premium experiences company, to support the Spanish LaLiga football club's strategic growth through the sales and revenue optimisation of the hospitality areas at the Nou Mestalla stadium. Following the consultancy process carried out over the last year, the club now incorporates Legends, a leader in delivering exceptional fan experiences and driving commercial revenue for sports and entertainment venues, as a strategic partner. Thus, establishing the first major agreement for the new stadium, which, upon its inauguration in the summer of 2027, will become a fundamental pillar for the club's economic and sporting growth in the coming decades. With more than 6,500 hospitality seats (more than 9% of the stadium’s total capaci...

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11May By Sports Tourism NewsNo Comments

Editor's Pick, Sports Business, Venues & Stadiums

JA Sports & Shooting Club: Dubai’s newest sports hub 

An exciting new chapter in Dubai’s sports landscape is unfolding with the upcoming launch of JA Sports & Shooting Club – a world-class sporting destination currently under development through an investment exceeding AED300 million (approximately US$81.67 million).  Scheduled to open in phases starting in late summer 2025, the expansive multi-sport complex will feature top-tier facilities designed to cater to athletes and enthusiasts alike. Highlights include international-standard football and cricket fields, a state-of-the-art indoor shooting range, and integrated cycling and jogging tracks that connect seamlessly with the nearby JA The Resort, a five-star all-inclusive destination comprising three distinct properties: JA Lake View Hotel, JA Beach Hotel, and JA Palm Tree Court...

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27Apr By Sports Tourism NewsNo Comments

Sports Business

Video: Malaysia Airlines unveils Manchester United aircraft livery

Malaysia Airlines has unveiled its latest co-branded aircraft livery in partnership with English Premier League football club Manchester United.  Now featured on the airline's flagship A330-300, the bespoke livery includes dynamic red lines flowing from the Malaysia flag into the club's iconic red. Former United players Dimitar Berbatov, Nemanja Vidić, and Luís Nani attended the unveiling in Malaysia.  In March 2024, Manchester United and Malaysia Airlines announced a multi-year partnership which saw the airline become the club’s official commercial airline.  At the time of the announcement, a club spokesperson said: “Manchester United has a long-standing and proud connection with Malaysia, with a history of passionate support from across the country. We have three official M...

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26Apr By Sports Tourism NewsNo Comments

Sports Business

Cambodia wins IAGTO’s Asia Pacific golf destination of the year award

At the 25th annual IAGTO Asia Pacific Awards in Danang, Cambodia was announced as the winner of the Asia Pacific Golf Destination of the Year award, while Sri Lanka picked up the Undiscovered Golf Destination of the Year award for the Asia Pacific region.  The golf tourism industry’s celebrated IAGTO Awards are voted for by IAGTO’s (the International Association of Golf Tour Operators) 700-plus golf tour operators in 69 countries who nominate destinations, golf resorts and golf courses that delivered the best possible experience for their golf travelling clients in the past 12 months at the time of voting.  Golf Course of the Year Awards were presented to the golf course receiving the most votes in each of five South-East Asian countries: Cambodia, Indonesia, Malaysia, Thailand ...

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26Apr By Sports Tourism NewsNo Comments

Holidays & Trips, Sports Business

Marathon Tours & Travel unveils Shanghai Marathon partnership and packages

Marathon Tours & Travel has been confirmed as the official international tour operator for the 2025 Shanghai Marathon, taking place on Sunday 30 November 2025. The partnership will see Marathon Tours & Travel work in tandem with international travel companies to offer a range of travel options for international runners who have already secured their entry in this year’s Shanghai Marathon.  The partnership comes as the Shanghai Marathon embarks on its debut year as an Abbott World Marathon Major candidacy race. Marathon Tours & Travel will market travel packages directly to participants as well as help them, along with their friends, family and supporters, source seamless travel options to Shanghai from around the world ahead of marathon day, along with accommodation opt...

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26Apr By Sports Tourism NewsNo Comments

Sports Business

Saint Lucia becomes 117th International Surfing Association member

The International Surfing Association (ISA) has confirmed Saint Lucia as its 117th national federation member. The island nation becomes the 11th ISA member from the Caribbean region, reflecting the continued global expansion of surfing.  Situated on an island that features 158km of pristine coastline, the Saint Lucia Surfing Association (SLSA) is dedicated to developing skilled surfers, promoting competitive excellence, and advocating for sustainable practices to protect its coastal resources. With the support of the ISA, the SLSA aims to establish itself as a leading surf team in the Caribbean, by fostering talent, promoting environmental stewardship, and creating opportunities for surfers of all ages.  Fernando Aguerre, ISA president, said: “It is so exciting to welcome ...

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