CONFERENCING & EVENTS
FOCUS FEATURE
Matchday hospitality scores business goals
By Glenn Murphy, Marketing Executive, and Dan Thomas, Hospitality Manager, Leicester City Football Club
Notwithstanding our bias as lifelong fans that are witnessing the impact of corporate hospitality at Premier League outfit Leicester City, there are many reasons why matchday hospitality is becoming a major part of the marketing mix. Additionally, it is important to highlight the rising global
impact of the Premier League. This is something that is now impossible for businesses to ignore, whether they have a vested interest in football or not.
Why should your business consider utilising the power of the game?
1. INFORMAL SETTINGS BUILD CONNECTIONS When the occasion calls, taking a break from the office is good for client relationships. Matchdays are an icebreaker geared towards getting key or prospective clients into informal surroundings - whatever the scoreline, the match never fails to provide talking points. It is important to show your clients that you value their
custom. Enhancing the business relationship in new settings is a good way of doing so. Speaking personally, we’ve witnessed business deals verbally agreed in the stadium’s hospitality areas. Food for thought, certainly.
2. YOUR CLIENTS WILL RETURN THE FAVOUR If your clients are suitably entertained at the game, winning favours down the line becomes easier. It’s simple. Give someone a great experience to remember, and they will often feel obliged to return the favour.
3. THERE’S NO BETTER PLACE TO NETWORK Many key figures within your business sphere attend football. Often it’s a case of not what you know but who you know, and matchdays present an ideal chance to network with exactly those people.
Premier League games, especially, are now viewed as
prestigious events where time exists to mingle with prospective business partners and meet likeminded individuals. When all is said and done, meeting face-to-face with a
shared interest is worlds apart from trying to establish a connection through an email.
4. FOOTBALL INSPIRES AND MOTIVATES Action, unpredictability, overcoming the odds… football is theatre, and a day out in its grip can inspire and motivate. Hosting is a good way to show your employees – and clients - that they are appreciated. An occasion that celebrates hitting quarterly targets or winning a new business contract is a small price to pay to show your colleagues that you value them.
5. FOOTBALL GIVES YOUR PRODUCT LAUNCHES EXTRA FANFARE Corporate hospitality, particularly in football, is often used as a means of launching a new product in style. By combining the launch with a hospitality package as one costed event, the investment will invariably work harder. Speaking from experience, a football backdrop will
ultimately give your launch maximum impact. At the end of the day, that is really what you are seeking.
6. MATCHDAY HOSTING SETS YOU APART It’s always wise to be ‘on the offensive’ by visibly demonstrating that business is going well for you. Being seen hosting is a chance to do just that. By entertaining your clients with Premier League hospitality, you are showing that you can offer something above and beyond what your competitors are doing for them. Perception, they say, is key.
business network May 2019 53
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