#SBS24 this month in Manchester! Welcome Co-op Live/OVG, RCD Mallorca, Verizon, DWF Law, Hearts, Sunderland AFC, Wembley Stadium, Oxford United, Juventus FC, Croke Park, Stadio Algarve, Everbank Stadium, Kulture City, PAM, Duracell/Procell, Trusts Arena, Suncorp Stadium... Join them
Driving your revenues, sustainability and fan experience: #SBS24 – 15th annual TheStadiumBusiness Summit in Manchester on 17-18-19 June


Sportfive, Fortius entity secures landmark hospitality contract for Euro 2024

Featured image credit: UEFA

UEFA has appointed 2024 Hospitality Experience to handle the commercialisation and delivery of the official hospitality packages for Germany’s staging of Euro 2024 in what is a landmark deal for the national team football tournament.

UEFA’s appointment of 2024 Hospitality Experience, a joint venture between the Sportfive agency and event experience company Fortius, marks the first time European football’s governing body has appointed one entity for the dual roles at a European Championship.

2024 Hospitality Experience will create, promote, sell and deliver unique ticket-inclusive hospitality packages for Euro 2024. 

Martin Kallen, UEFA Events CEO, said: “UEFA Events is pleased to welcome 2024 Hospitality Experience AG on board for UEFA Euro 2024. I am certain that with their combined experience, network and technology, they will offer and deliver an attractive official hospitality experience to clients.” 

The Euro 2024 official hospitality programme will guarantee premium tickets, gourmet catering and elite viewing positions at tournament venues from a wide range of exclusive packages.  

2024 Hospitality Experience will be the only source of official hospitality packages for football fans globally. The packages will be available for purchase online at 2024-hospitality.com or via the company’s sales network.

Official hospitality options will be available on a first-come, first-served basis from December 1, and there will be a pre-sale period for existing box holders at the venues beginning next month.   

Robert Müller von Vultejus, chief growth officer at Sportfive, said: “Customer-centric hospitality will be at the heart of UEFA Euro 2024. We are not only delighted, but full of excitement to join forces to deliver the best hospitality experience ever for this special tournament. With our expertise, knowledge, and global sales network, we are perfectly aligned to responsibly commercialise the demands of UEFA on one hand and the corporate guests, on the other.” 

Max Müller, Fortius CEO, added: “Customers are at the centre of everything we do, and our technology will provide them with all the necessary tools to select and curate an exceptional official hospitality experience. We aim to deliver the most connected and digital hospitality experience that the world of commercial sports hospitality has ever seen.” 

The match schedule for Euro 2024 was confirmed in May, with Munich’s Allianz Arena to host the opening game and Berlin’s Olympiastadion to stage the final.

The tournament will take place in 10 cities across Germany from June 14 to July 14, 2024. For the first time, sustainability has been included as a criterion in the tournament regulations, meaning that three clusters of venues have been established: North/North-East (Berlin, Hamburg and Leipzig), West (Dortmund, Düsseldorf, Frankfurt, Gelsenkirchen and Cologne), and South (Frankfurt, Munich and Stuttgart).

Matches in each group will take place only across two clusters in a bid to reduce travel distances for teams and fans between host cities. The move is also designed to favour team delegations travelling by train or bus from their base camps to the match venues during the group stage.

Germany was awarded hosting rights to Euro 2024 in September 2018, with UEFA selecting the country over a rival bid from Turkey.