Byrom debuts Beyond Hospitality Group

Hospitality industry innovator and executive chairman of Match Group Holdings, Jaime Byrom, has launched a new venture that is seeking to “redefine and set new standards” in the sector.

Beyond Hospitality Group has been established with a vision to deliver “remarkable hospitality experiences” at the world’s premier sporting events, with services that extend from the conception and creation of official programmes, through to sales, customer care, on-site delivery and ancillary programmes.

Byrom has over three decades of experience in this sphere, having pioneered new concepts and formats in hospitality products since the late 1980s. He remains a shareholder in and board member of MATCH Hospitality, whose portfolio includes ongoing responsibility for the entire operation of the FIFA Hospitality Programme. Byrom had served as executive chairman of MATCH from January 2007 before moving to a board member role in September this year.

Match Group Holdings is a new and separate entity incorporated this year to pursue new ventures.

In addition to Byrom, the company is founded and led by a team of industry veterans with more than 180 years of collective global hospitality sports experience under their belts.

The team includes chief revenue officer Michael Kelly, chief administration officer Vivienne Bervoets, Ricardo Fort as chief marketing officer and James Byrom as UK events managing director. Strategic investments and hospitality consultancy Aspire Katara Hospitality has also acquired a 30% stake in Beyond.

The new entity has already secured a number of new clients and partners for events kicking off in 2024, details of which are to be announced at a later date.  

Byrom, executive chairman of Beyond Hospitality, said: “We’re thrilled to introduce Beyond Hospitality to the world.

“This company was created to provide a 360-degree service for event owners and amplify top-tier events guided by our vision to not simply delivering hospitality but redefine it and set new standards. We craft world-class hospitality, moment by unforgettable moment.”