Sports Travel & Hospitality Group

What Sports Travel & Hospitality Group does

Sports Travel & Hospitality Group (STH) is a London-headquartered, privately held sports travel and hospitality company operating as a subsidiary of Sodexo Live! UK Limited, which itself sits within the global Sodexo group. Founded approximately in 1995, STH serves as the official hospitality and travel partner for some of the world's largest sports rights holders — including the ICC, World Rugby, Tennis Australia, Major League Baseball/World Baseball Classic, New Zealand Rugby, The R&A, and the French Tennis Federation — selling ticket-inclusive hospitality packages to both individual sports fans and corporate B2B clients across cricket, rugby, tennis, golf, baseball, horse racing, and rowing events. The company generates revenue primarily through one-time and transactional package sales spanning standard, premium, and luxury tiers, with additional revenue from corporate hosting services and curated travel add-ons such as hotel accommodations, city tours, and behind-the-scenes experiences.

STH's technology stack centers on a Secutix-powered e-commerce ticketing platform supporting direct-to-consumer bookings via its primary website and event-specific subdomains, supplemented by a customer data platform integrated with marketing automation for personalized communications. The company operates a multi-brand portfolio architecture with sub-brands including Rugby World Cup Experiences, ICC Travel & Tours, AO Travel & Experiences, All Blacks Travel & Hospitality, World Baseball Classic Experiences, and Roland-Garros Hospitality, each tailored to specific rights-holder partnerships and event categories.

The go-to-market model is hybrid: direct B2C e-commerce for individual fans, enterprise B2B sales through regional offices for corporate hospitality clients, and a network of authorized Official Travel Agents for specific events. STH operates across four geographies — UK (London), Australia (Sydney/Melbourne), New Zealand (Auckland), and the United States (Miami, opened 2025) — with pricing set on a quote-based, pay-as-you-go model varying by event, package tier, and inclusion level. The company reports no public revenue or headcount figures independent of its parent Sodexo Live!, which employs 40,000 people globally across 500 venues.

Name

Sports Travel & Hospitality Group

Legal name

Sports Travel and Hospitality Group

Website

https://sportstravelhospitality.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

STH Group is a London-based sports travel and hospitality company that sells official ticket-inclusive hospitality packages for major global sporting events (rugby, cricket, tennis, golf, baseball) to individual fans and corporate clients, operating as a subsidiary of Sodexo Live! across four geographies.

Ownership category

akta.pro rank

Product category

Sports Event Hospitality & Travel Services

NAICS

Spectator Sports (71121), Tour Operators (561520), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ)

akta.pro secondary industries

Premium / VIP Ticketing & Hospitality Packages (HSACALAL), Sports & Entertainment / VIP Corporate Travel Management (THAKACAG), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH)

Keywords

• Sports hospitality packages
• Travel package booking
• Event ticket packages
• Corporate hospitality services
• Sports travel agency

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Official Hospitality Packages: STH generates revenue through the sale of ticket-inclusive hospitality and travel packages at major sporting events. Packages combine official match tickets, premium hospitality (lounges, suites, dining), hotel accommodation, and curated experiences. Revenue is earned as the official partner of sports rights holders who grant exclusive or preferred access to sell hospitality products.
2. Travel and Experience Add-ons: Additional revenue from optional add-ons including hotel accommodations, city tours, exclusive experiences (behind-the-scenes access, meet-and-greets), and transportation services bundled with event packages.
3. Corporate Hosting Services: Premium B2B services for corporate clients seeking to host customers or employees at sporting events, including dedicated hospitality spaces, client management, and bespoke experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

STH sells ticket-inclusive travel and hospitality packages for major global sporting events as the official partner of sports rights holders (ICC, World Rugby, Tennis Australia, MLB, The R&A, FFT, New Zealand Rugby, Victoria Racing Club, Golf Australia). Packages combine official match tickets, premium hospitality access (lounges, suites, gourmet dining), hotel accommodation, ground transportation, and curated experiences such as behind-the-scenes access and meet-and-greets. The company serves both B2B corporate clients for client entertainment and B2C individual sports fans through direct e-commerce and a network of authorized Official Travel Agents.

Product overview

STH (Sports Travel & Hospitality) is a global sports travel and hospitality provider that operates as a multi-brand portfolio platform. The core offering centers on the STH brand delivering ticket-inclusive premium hospitality and travel packages for major sporting events worldwide. The company manages distinct sub-brands including Rugby World Cup Experiences, World Baseball Classic Experiences (in partnership with JTB Corp.), AO Travel & Experiences, All Blacks Travel & Hospitality, and ICC Travel & Tours, alongside event-specific products for tournaments such as Nations Championship Finals Weekend, Union Jack Classic, The Open, Melbourne Cup Carnival, and Roland-Garros. The platform operates across four global offices (UK, USA, Australia, New Zealand) and is a subsidiary of Sodexo Live!, offering both B2C consumer packages and B2B corporate hospitality solutions through its Secutix-powered e-commerce infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• STH Core Sports Hospitality & Travel Packages Primary consumer-facing brand offering ticket-inclusive travel and hospitality packages for major global sporting events, providing premium spectator experiences combining official match tickets, hotel accommodation, and hospitality services. Targets both individual sports fans and corporate clients worldwide.
• Rugby World Cup Experiences Official provider of premium experiences and travel for Men's Rugby World Cup 2027 in Australia. Offers ticket-inclusive packages for opening match, quarter-finals, semi-finals, and final under an exclusive World Rugby partnership.
• World Baseball Classic Experiences Partnership with JTB Corp. as exclusive provider of premium hospitality and travel packages for the 2026 World Baseball Classic. Includes accommodation packages, premium seating, hospitality lounges, private suites, and behind-the-scenes experiences across four host cities.
• AO Travel & Experiences Official Global Reseller for Australian Open's AO Reserve hospitality programme, combining custom and curated travel packages with premium hospitality experiences for tennis fans attending the Australian Open Grand Slam in Melbourne.
• All Blacks Travel & Hospitality Official partner for travel, hospitality, and fan experiences for All Blacks, Black Ferns, Māori All Blacks, and All Blacks XV, appointed by New Zealand Rugby. Offers customizable packages including official match tickets, pre and post-match hospitality, accommodation, and exclusive fan experiences.
• ICC Travel & Tours Official travel partner for ICC cricket events, offering ticket-inclusive travel packages for the ICC Men's T20 World Cup India & Sri Lanka 2026 with hotel accommodation, official match tickets, and exclusive commemorative gifts across 8 venues.
• Roland-Garros Hospitality Official hospitality agent for the Roland-Garros Grand Slam tournament in France, offering three luxury hospitality options: L'Orangerie – Les Salons, L'Orangerie – Les Mezzanines, and Le Pavillon. Appointment stems from Sodexo Live! partnership with the French Tennis Federation.
• Nations Championship Finals Weekend Hospitality Hospitality packages for the Nations Championship rugby finals at Allianz Stadium, featuring premium options including Pitchside Experience, Rugby Social, East Wing by Tommy Banks, Champions Club by Tom Kerridge, and Club XV.
• Union Jack Classic Experiences First-ever Union Jack Classic featuring Kansas Jayhawks vs Arizona State Sun Devils at Wembley Stadium. Official packages include game tickets, hotel accommodation, and curated London Food Tour experiences.
• The 155th Open Hospitality Official hospitality packages for The 155th Open at St Andrews, including entry, premium access, gourmet dining, complimentary drinks, prime views, and expert service. Delivered under The R&A partnership.
• Indian Wells Hospitality Packages Official hospitality packages for the Indian Wells tennis tournament in California, US, covering matches from late February to mid-March 2026.
• Presidents Cup Hospitality Official hospitality packages for the Presidents Cup golf event in Chicago, US from September 22-27, 2026.
• Henley Royal Regatta Hospitality Official hospitality packages for the Henley Royal Regatta rowing event from June 30 to July 5, 2026, in Henley-on-Thames, UK.
• Melbourne Cup Carnival Travel & Experiences Bespoke travel platform offering ticket-inclusive packages for visitors to the prestigious Melbourne Cup Carnival horse racing event in partnership with Victoria Racing Club.
• STH Golf Experiences Secutix-powered ticket shop for purchasing golf event hospitality packages including The Open Championship and other major golf tournaments.
• Australian Open 2026 Hospitality (AO Travel & Experiences) Tennis hospitality packages for the Australian Open 2026 Grand Slam held in Melbourne, Australia between January 17 and February 1, 2026.

Quantifiable outcome

• 65,000+ rugby fans served at Rugby World Cup 2019
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• JTB Corp.coreStrategic or Co-development Partner · 21 October 2025STH and JTB Corp. launched World Baseball Classic Experiences as the exclusive provider of premium hospitality and travel packages for the 2026 World Baseball Classic. The partnership combines STH's global sports hospitality expertise with JTB's position as Official Partner of Major League Baseball and the MLB World Tour. JTB brings extensive experience from delivering hospitality for the 2023 World Baseball Classic. The program covers all four host cities: Miami, Houston, Tokyo, and San Juan.
• New Zealand RugbycoreStrategic or Co-development Partner · 1 January 2025New four-year partnership (announced 2025) building on previous All Blacks Tours partnership. STH now offers both travel and hospitality experiences for fans of the All Blacks, Black Ferns, Māori All Blacks, and All Blacks XV. The partnership covers home and away matches including New Zealand, South Africa, Australia, USA and UK fixtures in 2026.
• Sodexo Live!coreStrategic or Co-development PartnerSTH is part of Sodexo Live!, which manages prestigious convention, cultural, and sporting venues and major events worldwide. With 40,000 employees and 500 sites, Sodexo Live! provides corporate backing, operational infrastructure, and integration with venue management services. Parent company Sodexo SA was founded in 1966 in France.
• World RugbycoreStrategic or Co-development PartnerSTH operates as Rugby World Cup Experiences, the official provider of premium experiences and travel for Men's Rugby World Cup 2027 in Australia. STH collaborates with World Rugby to deliver innovative premium experiences for both men's and women's Rugby World Cup events, working on reimagined formats for England (women's) and Australia (men's) editions.
• Tennis AustraliacoreStrategic or Co-development PartnerSTH serves as Official Global Reseller of the Australian Open's new AO Reserve hospitality programme and operator of AO Travel & Experiences brand. The multi-year partnership expansion combines custom travel packages with AO Reserve hospitality experiences for Australian Open 2025 and beyond.
• Victoria Racing ClubminorStrategic or Co-development PartnerSTH partnered with Victoria Racing Club to launch Melbourne Cup Carnival Travel and Experiences, a bespoke travel platform designed as a one-stop-shop for visitors to the prestigious Melbourne Cup Carnival horse racing event.
• Golf AustraliaminorStrategic or Co-development PartnerSTH appointed by Golf Australia as Exclusive Official Hospitality Sales Agent for the ISPS HANDA Australian Open in November 2024. STH provides ticket-inclusive hospitality offerings for this major Australian golf tournament.
• French Tennis Federation (FFT)coreStrategic or Co-development PartnerSTH appointed as Official Agent of Roland-Garros, taking fans to the heart of the action at the iconic Grand Slam tournament in France. This appointment stems from Sodexo Live! being selected by FFT as the exclusive marketing partner for Roland-Garros and the Rolex Paris Masters hospitality programmes from 2023-2026. STH offers three hospitality offerings: L'Orangerie – Les Salons, L'Orangerie – Les Mezzanines, and Le Pavillon.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Keith Prowse: UK heritage sports hospitality and ticketing brand with established rights in cricket, rugby, and especially golf (long-tenured official hospitality provider for The Open), a direct UK-market peer to STH.
• On Location Experiences: The leading US-based official hospitality provider for major North American sports (NFL, NCAA Final Four, Ryder Cup, MLB All-Star), operating the same exclusive-rights hospitality model as STH and competing head-to-head for global rights holder contracts.
• Sportsworld Group: UK-based sports hospitality and travel company serving rugby, cricket, and other major events with bundled ticketing, hospitality, and accommodation packages, directly mirroring STH's offering in the British market.
• QuintEvents: US-based direct competitor delivering official ticket-inclusive hospitality packages for Formula 1, NBA, tennis grand slams, and other flagship properties; closely overlapping with STH's bundling of tickets, premium hospitality, and travel.

Broad incumbents

• Endeavor Group Holdings: Owner of On Location Experiences and (via IMG acquisition) the largest aggregator of sports hospitality rights globally; competes with STH for flagship rights and represents the dominant cross-sport hospitality platform.
• IMG (IMG Live): Global sports and entertainment agency whose IMG Live division produces premium hospitality and manages rights holder relationships across multiple sports, offering overlapping capabilities as part of a much wider sports services portfolio.
• Octagon: Global sports marketing agency owned by IPG with a hospitality and experiential division delivering premium event experiences for brands; a broader incumbent with overlapping customer base in corporate sport hospitality.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmEYUYQhgYORoux3Ukj0Gsg
• Facebookfacebook.com/SportsTravelHospitalityGroup
• LinkedInlinkedin.com/company/sports-travel-&-hospitality
• Instagraminstagram.com/sthgroup_
• Xx.com/STH_Group

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sports Travel & Hospitality Group