What Eventmasters does

Eventmasters Limited is a privately held UK corporate hospitality broker, founded in 1985 and headquartered in Birmingham with a London (Wimbledon) sales office. The company is an official corporate hospitality supplier for most of Britain's marquee sporting and entertainment events, including the Cheltenham Festival, the Grand National at Aintree, Royal Ascot, multiple Premier League football clubs (Arsenal, Tottenham, Liverpool, Manchester United, Manchester City, Chelsea, Aston Villa), the British Grand Prix at Silverstone, NFL London fixtures, Wimbledon, the BMW PGA Championship, and Twickenham rugby internationals. It also sells concert, boxing, cricket, rowing, golf, motorsport, and special event hospitality. Its product portfolio spans 16 distinct verticals and 40-plus named venues, segmented by sport and event type, with ancillary offerings in sponsored race packages (race naming rights, Best Turned Out horse selection, trophy presentation) at Warwick, Worcester, Windsor, and Kempton Park, plus wholly owned subsidiaries covering catering and horse racing ownership services.

The business acquires tickets and hospitality capacity at face value from event rights holders (racecourses, clubs, governing bodies) and resells them to corporate clients with a sourcing fee, while also acting as agent for bespoke event bookings. Pricing is per person or per table of 10-12 guests, with disclosed packages ranging from roughly £425 per adult for Manchester City season seats to £4,350 per table for premium sponsored race evenings. Deposits scale from 25% (9-12 months prior) to 100% (0-4 months prior), with final balances due 12 weeks before the event and 30-day invoicing thereafter. The technology underpinning the operation is a standard WooCommerce-based e-commerce site with SagePay payment processing, Google Analytics, and reCAPTCHA — i.e., an off-the-shelf commerce stack rather than proprietary IP.

The go-to-market is sales-led B2B, combining a self-serve e-commerce booking flow with phone-based inbound sales teams in Birmingham and London, supported by a broad social media presence across Facebook, LinkedIn, Twitter/X, TikTok, YouTube, and Trustpilot. Distribution is structured around official supplier relationships with venue operators, which function as the primary barrier to entry and as the source of scarce inventory. The company is founder/owner-operated with no disclosed institutional investors, funding rounds, M&A activity, or senior leadership transitions in the available data.

Name

Eventmasters

Legal name

Eventmasters Limited

Website

https://eventmasters.co.uk

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Eventmasters is a UK corporate hospitality broker, founded in 1985 and headquartered in Birmingham, that sells official VIP hospitality packages for major British sporting and entertainment events (horse racing, Premier League football, rugby, tennis, golf, concerts, NFL London) to corporate clients using a per-event, per-table pricing model with phone and e-commerce sales channels.

Ownership category

akta.pro rank

Product category

Corporate Hospitality Services

NAICS

Other Spectator Sports (711219), Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Venue Tours & Premium Hospitality Packages (Backstage, VIP, Suites) (THAJAFAL), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB)

Keywords

• Corporate hospitality services
• VIP event packages
• Horse racing hospitality
• Football hospitality packages
• Sports event hospitality

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Hospitality Package Sales: Eventmasters generates revenue by purchasing tickets and premium hospitality packages at face value from event venues/organizers, then reselling them to corporate clients with a sourcing fee added. Packages include VIP seating, fine dining, complimentary bars, and exclusive access experiences. The company acts as an agent for clients when contracting with third parties for tickets and facilities.
2. Sponsorship Packages: The company offers sponsored race event packages where corporate clients can name races, select 'Best Turned Out' horses, and present trophies. These premium packages command higher prices (£3,490 - £4,350 per table of 10-12) and include race naming rights, racecard advertisements, and Parade Ring access.
3. Corporate Event Planning Services: Customized corporate hospitality services including event planning consultation, fixture-specific bookings, and tailored entertainment experiences for client engagement purposes. Subject to booking terms with deposits ranging from 25-100% depending on timing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Eventmasters is a UK corporate hospitality broker that sources tickets and premium hospitality inventory from official event rights holders and resells VIP hospitality packages to corporate clients. Packages combine VIP seating, private suites, fine dining, complimentary bars, and exclusive access experiences at major sporting events (horse racing festivals, Premier League football, rugby, golf, tennis, cricket, motor sport) and entertainment events (concerts, NFL London, special events). The company also offers sponsored race packages with race naming rights, parade ring access, and trophy presentation opportunities.

Product overview

Eventmasters is a corporate hospitality broker providing VIP and premium hospitality packages for major sporting and entertainment events across the UK. The company operates as an official hospitality supplier for leading sporting events and venues. Its core product portfolio consists of corporate hospitality packages organized by sport (horse racing, football, rugby, golf, tennis, cricket, boxing, motor sport, rowing) and event type (concerts, NFL London, special events, luncheons). The company also offers specialized sponsored race events where corporate clients can obtain naming rights and exclusive access at venues like Warwick, Worcester, Windsor, and Kempton Park. Related offerings include Eventmasters Foundation (charitable initiatives) and Eventmasters Racing (horse ownership services). The business model centers on securing official supplier relationships with event rights holders and reselling hospitality packages to corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Hospitality Packages VIP and premium hospitality packages for major sporting and entertainment events across the UK, combining tickets, hospitality suites, fine dining, complimentary bars, and exclusive access experiences for corporate client entertainment.
• Horse Racing Hospitality Hospitality packages for major UK horse racing events including the Cheltenham Festival, Grand National, Royal Ascot, York, Chester, and other UK racecourses, sold to corporate clients for client entertainment.
• Football Hospitality VIP hospitality packages for Premier League football clubs including Arsenal, Aston Villa, Liverpool, Manchester City, Manchester United, Tottenham Hotspur, and Chelsea at their respective stadiums, sold to corporate clients for client entertainment.
• Rugby Hospitality Hospitality packages for rugby events including the Nations Championship, Guinness Six Nations, and matches at stadiums such as Twickenham, Aviva Stadium, and Principality Stadium, sold to corporate clients for client entertainment.
• Golf Hospitality Hospitality packages for golf events including the BMW PGA Championship at Wentworth, British Masters, Amgen Irish Open, and Scottish Open, sold to corporate clients for client entertainment.
• Tennis Hospitality Hospitality packages for tennis events including the Wimbledon Championships and Queen's Club Championships, sold to corporate clients for client entertainment.
• Cricket Hospitality Hospitality packages for England cricket fixtures at venues including Lord's, Edgbaston, Headingley, and The Kia Oval, sold to corporate clients for client entertainment.
• Boxing Hospitality Hospitality packages for boxing events across the UK, sold to corporate clients for client entertainment.
• Motor Sport Hospitality Hospitality packages for motor sport events including the British Grand Prix at Silverstone, Goodwood Festival of Speed, and Goodwood Revival, sold to corporate clients for client entertainment.
• Rowing Hospitality Hospitality packages for Henley Royal Regatta and other rowing events, sold to corporate clients for client entertainment.
• Concerts Hospitality Hospitality packages for concerts and music events at venues including Wembley Stadium, O2 Arena, Royal Albert Hall, and BST Hyde Park, sold to corporate clients for client entertainment.
• NFL London Hospitality Hospitality packages for NFL London games at Tottenham Hotspur Stadium and Wembley Stadium, sold to corporate clients for client entertainment.
• Special Events Hospitality Hospitality packages for special events including the PDC World Darts Championship, Chelsea Flower Show, and other cultural events, sold to corporate clients for client entertainment.
• Luncheons Corporate luncheon events including the Annual Midlands Sporting Luncheon, sold to corporate clients for client entertainment and networking.
• Sponsored Race Events Corporate sponsorship packages at UK racecourses including race naming rights, parade ring access, Best Turned Out horse selection, and winner presentation opportunities, sold to corporate clients seeking branded VIP hospitality at venues such as Warwick (Christmas Race Day), Worcester, Windsor, and Kempton Park.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Cheltenham RacecoursecoreStrategic or Co-development PartnerOfficial Corporate Hospitality Supplier to the Cheltenham Festival, one of the world's most prestigious horse racing events. Eventmasters provides official hospitality packages and VIP experiences for this flagship event.
• Aintree RacecoursecoreStrategic or Co-development PartnerOfficial Corporate Hospitality Supplier for the Grand National, one of Britain's most iconic horse racing events held at Aintree Racecourse.
• Ascot RacecoursecoreStrategic or Co-development PartnerOfficial Corporate Hospitality Supplier for Royal Ascot, the prestigious five-day horse racing meeting held at Ascot Racecourse each June.
• Various Premier League Football ClubscoreChannel Partner/ Reseller/ DistributorAuthorized hospitality provider offering VIP tickets and hospitality packages for Arsenal, Tottenham Hotspur, Liverpool, Manchester United, Manchester City, Aston Villa, Chelsea, and other Premier League clubs. Eventmasters provides official hospitality packages for matches at clubs' respective stadiums including Emirates Stadium, Old Trafford, Etihad Stadium, Anfield, and others.
• NFL (London Games)coreChannel Partner/ Reseller/ DistributorOfficial hospitality provider for NFL London games at Tottenham Hotspur Stadium and Wembley Stadium, offering VIP tickets and hospitality packages for American football games.
• Silverstone CircuitcoreChannel Partner/ Reseller/ DistributorOfficial hospitality provider for the British Grand Prix at Silverstone Circuit, offering VIP access to Formula 1 motorsport events.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Seat Unique: Digital-first marketplace for premium ticket and hospitality experiences across sport, music, and cultural events. A newer, tech-led entrant competing with traditional brokers like Eventmasters for the same corporate hospitality buyer.

Direct peers

• Thomas & Brown: Long-standing UK corporate hospitality provider offering VIP packages for horse racing, football, rugby, and other major British sporting events. Direct competitor with similar supplier relationships and target market.
• Keith Prowse: The most established UK corporate hospitality provider, supplying official VIP packages for cricket, tennis, horse racing, and music events. Direct overlap with Eventmasters across nearly every flagship UK sport vertical.
• Byrom: UK hospitality and event services provider offering premium packages and bespoke corporate experiences across sport and entertainment. Comparable business model and B2B client focus.
• CTI Group (Corporate Travel International): UK specialist in corporate hospitality, ticketing, and travel experiences for major sporting and cultural events. Directly comparable product portfolio and corporate client focus.
• Hospitality Finder: UK corporate hospitality broker offering VIP packages for major sporting events including horse racing, football, rugby, and concerts. Closely comparable in product mix, supplier relationships, and target corporate client base.

Broad incumbents

• Sodexo Live!: Global sports and live events hospitality arm of Sodexo, providing premium hospitality, catering, and event services at major venues worldwide. Comparable in core offering but operates at vastly larger scale and scope.
• Levy (Compass Group): Major sports and entertainment hospitality provider operating premium dining and suite experiences at leading UK and US venues. Overlaps with Eventmasters in sports hospitality but is venue-operator-aligned rather than broker-led.
• Delaware North: International hospitality and food service company operating at sports stadiums, arenas, and entertainment venues globally. Comparable in sports hospitality delivery, though at much larger scale and as venue partner rather than agent.

Others

• Quintessentially: Global luxury concierge and lifestyle services company whose sports hospitality division arranges premium event access for high-net-worth and corporate clients. Adjacent rather than direct, as Quintessentially operates as a broader concierge rather than dedicated hospitality broker.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/eventmastersuk
• YouTubeyoutube.com/@eventmasterslimited
• Facebookfacebook.com/corporatehospitality
• LinkedInlinkedin.com/company/2360616
• TikToktiktok.com/@corporatehospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Eventmasters