Beyond Hospitality

What Beyond Hospitality does

Beyond Hospitality is a privately held sports hospitality company founded in December 2023 by Jaime Byrom, headquartered in Zug, Switzerland with operational offices in Wilmslow (UK), Miami (USA), Doha (Qatar), Barcelona (Spain), Zurich (Switzerland), and Bryanston (South Africa). The company operates as an official hospitality provider for the world's largest football tournaments, holding exclusive mandates from UEFA (Euro 2028 across 9 host stadiums, Champions League Finals 2025-2027) and FIFA (Club World Cup 2025, Arab Cup Qatar 2025), as well as partnerships with the German Football Association (DFB, replacing incumbent Sportfive), Liverpool FC (Founders Lounge at Anfield), and CONMEBOL Copa America 2024. Its service offering spans ticket-inclusive official hospitality packages, bundled integrated travel (flights, hotels, transfers via the BEYOND Travel 26 program for the 2026 FIFA World Cup), VIP experiences, culinary partnerships, and dedicated concierge services for corporate clients, high-net-worth individuals, and sports governing bodies.

The technology stack supporting this service business includes a bespoke ticketing inventory management system for tracking and allocating match tickets across events and venues, a premium event-companion mobile application (BEYOND app) providing city guides, event information, and special-request functionality, and an "Experience Engineering Platform" described as a 360-degree service delivery platform enabling end-to-end hospitality management. Customer-facing digital channels include event-specific microsites (e.g., UCLF, Euro 2028, BEYOND Travel 26), email marketing in seven languages, and active social media presence across LinkedIn, Instagram, Facebook, TikTok, YouTube, and Vimeo. The company holds ISO 9001:2015 certification and maintains regulated financial protection frameworks including ATOL (UK flight-inclusive packages), ABTOT (UK non-flight packages), and TOPP (EU insolvency protection).

Beyond Hospitality monetizes primarily through transaction-fee revenue from the sale of ticket-inclusive hospitality packages and integrated travel bundles. Pricing is unit-based and varies by event and package tier, with UEFA Champions League Final 2026 hospitality starting at €6,900 per person (ex-VAT) and full travel-inclusive packages starting at €11,800 per person (ex-VAT). The company employs a hybrid go-to-market combining enterprise field sales (targeting corporate clients, sports governing bodies, and HNW individuals) with direct-to-consumer online sales through owned websites and the mobile app. The business is bootstrapped — no venture capital, private equity, or institutional funding is disclosed — and remains controlled by founder Jaime Byrom, who serves as Executive Chairman with executive oversight of global operations and key contractual negotiations.

Name

Beyond Hospitality

Legal name

BEYOND Hospitality Group Ltd

Website

https://beyond-hospitality.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Beyond Hospitality is a privately held sports hospitality provider holding exclusive official mandates from UEFA and FIFA to design, market, and deliver premium ticket-inclusive hospitality packages and integrated travel services for major football tournaments including UEFA Euro 2028, Champions League Finals, and the 2026 FIFA World Cup.

Ownership category

akta.pro rank

Product category

Sports Hospitality Services

NAICS

Spectator Sports (7112), Other Spectator Sports (711219), Travel Agencies (56151)

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), Premium / VIP Ticketing & Hospitality Packages (HSACALAL), Sports Events & Match Tickets (THAJAFAE), VIP, Executive Dining & Hospitality Suites Catering (THAHAKAI)

Keywords

• Sports hospitality services
• Premium event packages
• Official hospitality provider
• Sports travel packages
• Event management services

Headquarters

HQ city

Wilmslow

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Official Hospitality Package Sales: Sale of ticket-inclusive official hospitality packages for major sporting events including guaranteed match tickets, premium seating, gourmet dining, and dedicated entry points. Revenue is generated through one-time transaction fees per package sold, with pricing varying by event tier and package level.
2. Integrated Travel Solutions: Bundled travel packages combining flights, hotels, transfers, and hospitality experiences for international sporting events like the 2026 World Cup. Revenue generated through package pricing with domestic flights included and international flights as optional add-ons.
3. Ancillary Services: Airline and tour solutions, event travel services, and ancillary offerings including exclusive gifts, dedicated hosts, and football legend experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Beyond Hospitality designs, markets, and delivers official ticket-inclusive hospitality packages for major international sporting events, including UEFA Euro 2028, UEFA Champions League Finals, FIFA Club World Cup 2025, CONMEBOL Copa América 2024, and FIFA Arab Cup Qatar 2025. Packages bundle guaranteed match tickets with premium seating, gourmet dining, dedicated entry, concierge service, and optional integrated travel (flights, hotels, transfers). The company also provides exclusive in-stadium hospitality at Liverpool FC's Founders Lounge and runs the BEYOND Travel 26 programme for the 2026 FIFA World Cup.

Product overview

Beyond Hospitality is a sports hospitality company that operates as a platform-plus-modules architecture. The core offering is the Official Hospitality programmes for major international sporting events (UEFA Euro 2028, UEFA Champions League Final, FIFA Club World Cup, Copa America, FIFA Arab Cup), which provide ticket-inclusive premium experiences with gourmet dining, dedicated entry, and concierge service. Supporting these core products are sub-brands including BEYOND Travel 26 (integrated travel packages for the 2026 World Cup combining flights, hotels, and transfers) and the Liverpool FC Founders Lounge (in-stadium hospitality at Anfield). The DFB VIP Experiences partnership adds German football events to the portfolio. The BEYOND Hospitality Mobile App serves as a companion tool for customers attending events. The company operates as exclusive sales agent for certain venues and provides end-to-end hospitality solutions from strategic planning through delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• UEFA EURO 2028 Official Hospitality Official hospitality programme for the UEFA Euro 2028 tournament offering premium match tickets combined with gourmet dining, dedicated concierge service, and immersive matchday experiences across nine host stadiums in the UK and Republic of Ireland.
• UEFA Champions League Final Official Hospitality Official hospitality-inclusive travel programme for the UEFA Champions League Final, providing premium accommodation, curated city excursions, exceptional matchday hospitality, and seamless travel arrangements; available for the 2025, 2026, and 2027 finals.
• FIFA Club World Cup 2025 Official Hospitality Official hospitality programme for the FIFA Club World Cup 2025 in the USA, offering exclusive matchday experiences with prime seating, luxurious lounges, and world-class dining across multiple venues, including a signature culinary showcase by Amaury Guichon.
• CONMEBOL Copa América 2024 Official Hospitality Official hospitality programme for the CONMEBOL Copa América USA 2024 tournament, available in three product tiers ranging from social and casual to refined and elegant, with enviable seating and enhanced comfort, including the Sexy Fish Miami culinary partnership for the Final.
• FIFA Arab Cup Qatar 2025 Official Hospitality Official hospitality programme for the FIFA Arab Cup Qatar 2025 tournament, featuring elegant lounges, gourmet dining, and exclusive matchday experiences at selected matches.
• DFB VIP Experiences VIP experiences at Germany's most important football matches and events under an exclusive cooperation with the German Football Association, offering curated, premium access closer than ever to the action.
• Liverpool FC Founders Lounge Flagship in-stadium hospitality space at Anfield Stadium's Anfield Road Stand, delivering premium views, sumptuous interiors, gold-standard dining, and an unforgettable matchday atmosphere, marketed and sold by BEYOND Hospitality as Exclusive Sales Agent.
• BEYOND Travel 26 Integrated travel solution for the 2026 FIFA World Cup that combines flights, hotels (3-, 4-, and 5-star options), ground transfers, and on-the-ground support into one unified booking for the tournament across Canada, Mexico, and the United States.
• BEYOND Hospitality Mobile App Premium event companion mobile application providing event information, must-visit attractions, essential local information, special requests functionality, and navigation tools for guests attending major sporting events.

Quantifiable outcome

• Delivered hospitality programs for FIFA Club World Cup 2025, FIFA Arab Cup Qatar 2025, and CONMEBOL Copa America 2024
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• UEFAcoreStrategic or Co-development PartnerExclusive appointment as Official UEFA Euro 2028 Hospitality Provider, entrusted with design, marketing, and delivery of multi-tiered hospitality programs across all nine host stadiums. Partnership extended to include UEFA Euro 2028 tournament. Also provides Official Hospitality Travel Programme for UEFA Champions League Final in 2025, 2026, and 2027.
• FIFAcoreStrategic or Co-development PartnerOfficial Hospitality Provider appointment for FIFA Club World Cup 2025 and FIFA Arab Cup Qatar 2025. Responsible for delivering premium hospitality experiences including ticket-inclusive packages, luxury lounges, and world-class dining at these prestigious tournaments.
• DFB (Deutscher Fussball-Bund)flagshipStrategic or Co-development PartnerExclusive cooperation with German Football Association for marketing hospitality offerings for national team matches and events. DFB brought in Beyond Hospitality to replace Sportfive, with immediate effect for selected matches and events.
• Liverpool FCflagshipStrategic or Co-development PartnerExclusive Sales Agent appointment for Liverpool FC's Founders Lounge - the club's new flagship in-stadium hospitality space in the Anfield Road Stand. BEYOND markets and sells official hospitality experiences in this premium venue.
• Amaury GuichonminorStrategic or Co-development PartnerCollaboration with world-renowned pastry chef and 'The Chocolate Guy' Amaury Guichon for FIFA Club World Cup 2025 Official Hospitality Programme, bringing signature culinary artistry to the tournament experience.
• Sexy Fish RestaurantminorStrategic or Co-development PartnerExclusive culinary partnership with world-renowned Sexy Fish Miami for CONMEBOL Copa America USA 2024 Final, providing unparalleled dining experiences for hospitality guests.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hospitality Finder: Hospitality Finder is a UK-based provider of official sports hospitality packages and tickets for events including Wimbledon, The Open, Ashes, and major football matches. Directly comparable as a UK-rooted official hospitality reseller with premium event packages.
• On Location: On Location (owned by Endeavor) is the largest premium sports hospitality provider in the world, offering official hospitality packages for the NFL, NCAA, FIFA, Ryder Cup, and Olympic Games. Directly comparable to BEYOND Hospitality given its focus on official hospitality mandates for mega-events and integrated travel solutions.
• The Hospitality Group: The Hospitality Group (THG) is a US-based provider of premium sports hospitality for events including the Super Bowl, Formula 1, Masters, and FIFA World Cup. Directly comparable to BEYOND's official hospitality model with similar package tiers and integrated travel components.
• White Label Hospitality: White Label Hospitality is a UK specialist in Formula 1, MotoGP, and major sporting event hospitality packages. Comparable to BEYOND as a premium-event hospitality reseller with integrated travel packages, though focused more on motorsport than football.
• Keith Prowse: Keith Prowse is a UK premium hospitality provider (owned by IMG) offering official Ashes, Wimbledon, Twickenham, and major football packages. Comparable to BEYOND as a long-standing official sports hospitality reseller serving UK corporate and HNW buyers.
• QuintEvents: QuintEvents is a US-based official hospitality provider for the Super Bowl, Kentucky Derby, Masters, College Football Playoff, and FIFA World Cup. A direct peer to BEYOND with a similar official-mandate business model and integrated travel packaging.
• Sportfive: Sportfive is a global sports marketing and hospitality company and a former employer of founder Jaime Byrom. Notably, BEYOND displaced Sportfive as DFB's hospitality partner in 2024, making Sportfive a particularly close direct competitor with overlapping mandate portfolio across European football.

Broad incumbents

• ATPI Griffinstone: ATPI Griffinstone is a sports travel and hospitality specialist within the broader ATPI corporate travel group, offering event-based travel packages for major tournaments including FIFA World Cup and UEFA events. Comparable to BEYOND in integrated travel-hospitality bundling but operating as part of a wider corporate travel portfolio.

Emerging players

• Thomas Cook Sport: Thomas Cook Sport offers sports travel packages including official hospitality for football tournaments, F1, and Wimbledon. Comparable to BEYOND's integrated travel and hospitality offering for major football tournaments, particularly for UK/European customers.
• Champagne Sports Travel: Champagne Sports Travel provides official hospitality for the Masters, US Open tennis, Kentucky Derby, and major US sporting events. Comparable to BEYOND's BEYOND Travel 26 integrated package model for FIFA World Cup 2026.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@BeyondHospitalityGroup
• Facebookfacebook.com/beyondhospitalitygroup
• LinkedInlinkedin.com/company/beyondhospitalitygroup
• Instagraminstagram.com/hospitality_beyond?igsh=MWM4cXVtajljYzVuYw==
• TikToktiktok.com/@beyondhospitality?_t=8j3N6JJpKhM&_r=1

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 Beyond Hospitality