Engage Hospitality
Engage Hospitality, a London-based subsidiary of The Engage Group, sells official sports and entertainment hospitality packages to corporate clients and high-net-worth individuals at premier UK venues including Royal Ascot, Silverstone, and Henley Royal Regatta via bespoke, quote-based bookings.
- Company typePrivate
- Founded2005
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Engage Hospitality does
Engage Hospitality, operating through its legal entity Engage Sport Management Limited (Companies House number 05532103), is a London-based private hospitality intermediary providing official sports and entertainment hospitality packages to corporate clients, high-net-worth individuals, and group bookers across the UK. The company is a subsidiary of The Engage Group and offers curated access to premier venues including Royal Ascot (Official Hospitality Supplier), Silverstone (authorized F1 Paddock Club distributor), Henley Royal Regatta (Temple Island Enclosure), Lord's, Kia Oval, Emirates Old Trafford, Cheltenham, Wembley, Allianz Stadium (Twickenham), The Grove, and Goodwood, spanning horse racing, motorsport, cricket, rugby, football, tennis, golf, boxing, NBA, NFL, music concerts, flower shows, polo, comedy, and women's sport. Its offering is structured around four sub-brands — ICON (premium flagship hospitality with celebrity and Michelin-starred chef experiences), VIBE (music-focused events), ROAM, and ELEVATE — with bespoke packages rather than off-the-shelf products.
The underlying technology is a website-based booking and enquiry system with a comprehensive event calendar covering more than 14 sporting and entertainment categories, supported by email enquiry workflows, content marketing, Trustpilot reviews, ISO 27001 certification, and social channels on LinkedIn and Instagram. The company does not disclose any mobile applications, public APIs, or AI/ML capabilities. Operational scale is in the 51-100 employee range, with one founder (Mark Andrew Newman) publicly identified and a workforce recognized on The Times Best Places to Work 2025 and Code Hospitality Happiest Places to Work 2025 lists.
The business model is sales-led and transaction-fee oriented: customers submit enquiries through the website, Engage brokers access to third-party venues, catering, and hospitality services, charging package fees that combine venue access, dining, drinks, and VIP service. Pricing is bespoke and quote-based with no public rate card; a 50% deposit is typically required, full payment is due 20 weeks before the event, and contracts can span multiple years with 24-month credit periods for future bookings. Distribution is anchored by official designations with major venues, which provide preferred inventory access and serve as a marketing credential, while corporate account management drives repeat and bulk bookings. No external funding rounds or revenue figures are disclosed.
Engage Hospitality firmographics
Firmographics- Name
- Engage Hospitality
- Legal name
- Engage Sport Management Limited
- Website
- https://engagehospitality.co.uk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Engage Hospitality, a London-based subsidiary of The Engage Group, sells official sports and entertainment hospitality packages to corporate clients and high-net-worth individuals at premier UK venues including Royal Ascot, Silverstone, and Henley Royal Regatta via bespoke, quote-based bookings.
- Ownership category
- akta.pro rank
Engage Hospitality industry classification
Industry- Product category
- Corporate Hospitality Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Spectator Sports (711219), Other Amusement and Recreation Industries (7139)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Venue Tours & Premium Hospitality Packages (Backstage, VIP, Suites) (THAJAFAL)
- akta.pro secondary industries
- Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones) (MPAGAMAJ), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)
Keywords
Where Engage Hospitality is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Engage Hospitality business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others, Technology or R&D
Revenue model
- Hospitality Package Sales: Engage Sport Management Limited acts as an event management company providing access to events and hospitality packages. The company serves as an intermediary (agent) for clients, procuring third-party services on behalf of clients. Revenue is generated through package fees which include a combination of services, event access, hospitality, and dining experiences.
- Third-Party Services Agent: The company acts as agent for clients when booking or procuring services from third-party suppliers (venues, caterers, etc.). ESM makes such bookings through its provision of the Package and charges fees for this intermediary service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom hospitality packages with varying inclusion levels |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Engage Hospitality product offering
Product offeringCore offering
Engage Hospitality provides official sports and entertainment hospitality packages for corporate clients and high-net-worth individuals at premier UK venues. Acting as an authorized intermediary, the company curates bespoke hospitality experiences—including premium dining, VIP viewing, celebrity appearances, and event access—at official partner venues such as Royal Ascot, Silverstone, Henley Royal Regatta, Lord's, Wembley, and The Grove.
Product overview
Engage Hospitality operates as a corporate events and official sports/entertainment hospitality provider offering a multi-product portfolio centered around its premium ICON sub-brand. The core offering is an Event Calendar platform enabling customers to browse and book hospitality packages across sporting categories including rugby, cricket, football, tennis, F1 motorsports, horse racing, golf, boxing, and music concerts. ICON serves as the flagship premium hospitality brand featuring luxury suites at major venues like Ascot, Lord's, Kia Oval, Silverstone, Old Trafford, and Henley. Supporting sub-brands include VIBE (music experiences), ROAM, and ELEVATE. Key differentiated products include F1 Paddock Club (authorized distributor), Royal Ascot Official Hospitality, Henley Royal Regatta Temple Island Enclosure, The Grove ICON Golf Days, and Cheltenham Festival packages. Services combine gourmet dining, celebrity appearances, complimentary bars, and VIP service at official partner venues.
Differentiator
Problem solved
Functional benefit
Brands
- ICON: Premium luxury hospitality brand offering exclusive facilities at major venues including Royal Ascot, Silverstone, Henley Royal Regatta, Lord's, Kia Oval, and The Grove. ICON provides VIP dining experiences with celebrity appearances and gourmet cuisine.
- VIBE
- ROAM
- ELEVATE
Products and services
- ICON Hospitality Premium luxury hospitality sub-brand offering exclusive facilities at major UK venues including Royal Ascot, Silverstone, Henley Royal Regatta, Lord's Cricket Ground, Kia Oval, Emirates Old Trafford, and The Grove. Features gourmet dining by Michelin-starred chefs, champagne receptions, complimentary bars, celebrity appearances, and VIP service for corporate clients and high-net-worth individuals.
- F1 Paddock Club Official authorized distributor of F1 Paddock Club hospitality packages, providing premium Formula 1 viewing experiences at motorsport events including the Belgian Grand Prix and British Grand Prix at Silverstone, with access to racing legends and F1 personalities.
- Hospitality Event Calendar Comprehensive calendar tool allowing users to browse and search for sporting and entertainment events across multiple categories including rugby, cricket, football, tennis, motorsports, music, horse racing, golf, boxing, basketball, and American football.
- Royal Ascot Hospitality Official hospitality supplier package for Royal Ascot offering ICON suite access with trackside views, fine dining, champagne service, and premium entertainment experiences during the five-day prestigious horse racing meeting.
- Henley Royal Regatta Hospitality Hospitality experience at Henley Royal Regatta featuring Temple Island Enclosure access, bespoke menus by Michelin-starred chefs Angela Hartnett and Tommy Banks, champagne receptions, and live entertainment for corporate and HNW guests.
- ICON Golf Days at The Grove Premium golf hospitality at The Grove championship golf course in Hertfordshire featuring gourmet food on every hole created by Jimmy Garcia, celebrity and sporting icon appearances, DJ entertainment, and competition prizes.
- Cricket Hospitality Premium cricket hospitality at Lord's, Kia Oval, and Emirates Old Trafford featuring glass-fronted ICON suites with private balconies, gourmet dining, appearances from cricketing legends such as Stuart Broad, Mark Ramprakash, Ryan Sidebottom, Matt Prior, and Glenn McGrath, and panoramic pitch views.
- Cheltenham Festival Hospitality Premium hospitality at Cheltenham Racecourse featuring elevated ICON suite overlooking the final furlong, gourmet dining with Champagne, and appearances from racing icons including jockeys and trainers during the National Hunt season's premier meeting.
- Wimbledon Hospitality Hospitality packages for The Championships Wimbledon including debenture access and premium viewing experiences at the famous tennis venue.
- VIBE Hospitality Sub-brand under the Engage Hospitality umbrella offering music and entertainment-focused hospitality experiences at concerts and live events.
- ELEVATE Hospitality Sub-brand under the Engage Hospitality umbrella offering hospitality experiences as part of Engage's branded portfolio.
Quantifiable outcome
- Post-pandemic record attendance of 294,541 at Royal Ascot 2026
- +3 more outcomes
Companies that use Engage Hospitality
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Engage Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Engage Hospitality partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, flagship and minor.
- The Engage GroupcoreEngage Hospitality is part of The Engage Group, a larger hospitality and events organization. The group provides shared services, scale, and cross-selling opportunities across multiple hospitality brands including Engage Hospitality, VIBE, ROAM, and ELEVATE sub-brands.
- Angela HartnettflagshipMichelin-starred chef Angela Hartnett OBE curates bespoke four-course lunch menus for ICON guests at Henley Royal Regatta. She attends events personally and has created signature dining experiences that combine world-class cuisine with riverside charm. Her involvement includes menu design and in-person appearances.
- Tommy BanksflagshipMulti-award-winning chef Tommy Banks creates five-course lunch menus for special Henley Royal Regatta experiences. Tommy is a 2 Michelin-starred chef who grows his menu in North Yorkshire. He attends events to talk guests through his innovative preserving and cooking techniques.
- Jimmy GarciaflagshipAward-winning chef Jimmy Garcia creates menus for ICON Golf Days at The Grove. Known as one of the UK's most innovative chefs, his menus feature gourmet dishes served across every hole of the championship course, including signature cocktails and fine dining experiences.
- Ascot RacecourseflagshipOfficial Hospitality Supplier designation for Royal Ascot and Ascot Racecourse events. Engage has an association spanning more than a decade with Ascot, offering diverse hospitality and fine dining packages. The company holds official designation status recognized by the racecourse.
- Silverstone CircuitflagshipAuthorized distributors of F1 Paddock Club at Silverstone for the British Grand Prix and other motorsport events. ICON Silverstone facility is located in the Ignition Club between Maggotts Corner and Wellington Straight, offering premium hospitality with access to racing legends and F1 personalities.
- Henley Royal Regatta / Temple Island EnclosureflagshipOfficial hospitality partner for Temple Island Enclosure at Henley Royal Regatta. Over 30 years of riverside hospitality experience. The partnership provides access to the premier enclosure position on the finish line with panoramic views of the River Thames.
- Oliver BrownminorPartnership announced in June 2026 for Oliver Brown brand involvement in Engage hospitality experiences.
- Lord's Cricket GroundcoreOfficial hospitality partner providing ICON experiences at Lord's Cricket Ground. Includes dining experiences with cricketing legends such as Stuart Broad, Mark Ramprakash, Ryan Sidebottom, Matt Prior, and Glenn McGrath.
- Emirates Old TraffordcoreOfficial hospitality partner at Emirates Old Trafford (Lancashire Cricket Club). ICON suite located within The Point, offering panoramic views of the pitch with premium dining and drinks service.
- Kia OvalcoreOfficial hospitality partner at Kia Oval cricket ground in London. Glass-fronted ICON suite with private balcony overlooking the pitch, featuring fine dining and complimentary bar service.
- Cheltenham RacecoursecoreOfficial hospitality partner for Cheltenham Festival. ICON suite offers elevated views overlooking the final furlong with gourmet dining and champagne service for the National Hunt season's premier meeting.
- The GrovecoreVenue partner for ICON Golf Days at The Grove championship golf course in Hertfordshire. The venue has hosted legends like Tiger Woods and Barack Obama. Engage hosts exclusive ICON Golf Days with Jimmy Garcia catering.
- Wembley StadiumcoreOfficial Travel Partner designation for Wembley Stadium hospitality. Provides hospitality packages for England internationals, FA Cup final, and major events at the national stadium.
- Allianz Stadium (Twickenham)coreHospitality partner for rugby at Allianz Stadium (home of English rugby). ICON events available for Six Nations and other international rugby matches.
- GoodwoodminorOfficial Reseller for Goodwood hospitality including Goodwood Festival of Speed, Goodwood Revival, and Goodwood Racecourse events.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Engage Hospitality competitors and assessment
Company assessmentDirect peers
- HospitalityFinder: UK corporate hospitality and ticket retailer covering F1, Wimbledon, Ascot, rugby, football, and concerts with bespoke package offerings for corporate clients — a like-for-like competitor in the official sports hospitality intermediary space.
- Eventmasters: UK official hospitality provider for Ascot, Cheltenham, The Open, Wembley, Twickenham, and major concerts, with bespoke corporate packages. Directly comparable product offering and customer segment.
- Sportsworld: UK corporate hospitality specialist offering premium packages at major sporting events (rugby, cricket, horse racing, F1, tennis). Comparable to Engage in targeting enterprise clients for client entertainment and B2B relationship building via event access.
- The Hospitality Group: UK corporate hospitality company providing official packages at Ascot, Cheltenham, The Open, rugby, and major entertainment events. Competes head-to-head with Engage in the corporate client entertainment segment.
- Thomas Cook Sport: UK travel operator offering sports-themed hospitality and ticket-inclusive packages to UK and European sporting events for individual and corporate clients. Comparable product set (event + travel + hospitality) and customer base.
- Keith Prowse: Long-established UK sports hospitality provider offering official packages at major venues including The Championships Wimbledon, Twickenham, Lord's, Ascot, and other Premier/English cricket grounds. Directly competes with Engage Hospitality across the same product category and corporate client base.
Emerging players
- Seat Unique: Digital hospitality marketplace connecting fans and corporate buyers directly with venues for premium experiences across sport and music. Represents a tech-enabled, venue-direct channel that overlaps with Engage's distribution model but with a marketplace-first approach.
Broad incumbents
- On Location: Premium experiential hospitality provider for major US sports and entertainment events (NFL, NBA, F1, College Football Playoff). Comparable business model (official partner packages, premium hospitality, corporate entertaining) but operates at much larger scale and broader geographic scope.
- Levy UK: Major UK hospitality and catering operator providing premium food, beverage, and hospitality services at sports stadia and arenas (Wembley, Twickenham, etc.). Overlaps with Engage as a venue-side hospitality provider but is anchored in F&B operations rather than package intermediation.
- QuintEvents: Largest US-based provider of official premium hospitality and travel packages for major sporting events (Super Bowl, Kentucky Derby, Masters, US Open, F1). Comparable to Engage as a multi-vertical official hospitality intermediary, but at materially larger scale and global footprint.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Engage Hospitality social profiles
Digital presenceEngage Hospitality compliance and trust
Trust signalCompliance1 record
Engage Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
Engage Hospitality leadership team
Management profileNumber of profiles
Profiles1 record
Engage Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Engage Hospitality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Engage Hospitality
What does Engage Hospitality do?
Engage Hospitality provides official sports and entertainment hospitality packages for corporate clients and high-net-worth individuals at premier UK venues. Acting as an authorized intermediary, the company curates bespoke hospitality experiences—including premium dining, VIP viewing, celebrity appearances, and event access—at official partner venues such as Royal Ascot, Silverstone, Henley Royal Regatta, Lord's, Wembley, and The Grove.
Is Engage Hospitality a public or private company?
Engage Hospitality is a private company. It is classified as corporate owned and is currently operating.
When was Engage Hospitality founded?
Engage Hospitality was founded in 2005. It employs 51 to 100 people.
Where is Engage Hospitality based?
Engage Hospitality is headquartered in London, United Kingdom, in the Europe region.
How does Engage Hospitality make money?
Two revenue lines are on record. Hospitality Package Sales are the primary driver. The others are third-Party Services Agent.
Who are Engage Hospitality's main competitors?
Direct peers on record are HospitalityFinder, Eventmasters, Sportsworld, The Hospitality Group, Thomas Cook Sport and Keith Prowse. Seat Unique is listed as an emerging player. Broad incumbents are On Location, Levy UK and QuintEvents.
Does Engage Hospitality have an API?
No public API is recorded for Engage Hospitality.
What industry is Engage Hospitality in?
Engage Hospitality's product category is Corporate Hospitality Services. Its primary akta.pro industry code is THAJAFAL, Venue Tours & Premium Hospitality Packages (Backstage, VIP, Suites), with a secondary code of MPAGAMAJ, Sports Hospitality & Premium Experiences (VIP, Suites, Fan Zones). Its NAICS code is 71131 and its SIC code is 7900.