Sports Travel Tours

What Sports Travel Tours does

Sports Travel Tours is a privately held travel company founded in 1998 by CEO Andrew Hill, a former London Monarchs (NFL Europe) player. The company sells all-inclusive sports travel packages combining guaranteed game/event tickets, accommodation, airport and event transfers, tour hosts, and pre-event hospitality such as tailgate parties and stadium tours. Its catalog spans six sport verticals — NFL (including the International Series across London, Munich, Paris, Madrid, Mexico City, Melbourne, and Brazil), MLB, NHL (including Global Series), golf majors (Masters, The Open, Ryder Cup), horse racing (Kentucky Derby, Royal Ascot), and motorsports (F1 Grand Prix) — plus adjacent events such as the Rose Parade and the Spengler Cup.

The underlying platform is a web-based booking system with 24/7 online reservation capability, a secure payment engine that handles deposits, staged interim payments, and final balances, automated customer communications (payment reminders and document distribution four weeks before departure), and a dedicated travel professional portal offering real-time inventory, instant booking confirmation, and commission tracking. The company holds IATA, ATOL, PTS, ASTA, and BBB A+ credentials, and operates from Frisco, TX (US headquarters) and London/Heathrow (UK headquarters), with localized websites serving US, UK, Ireland, Australia, and New Zealand markets.

Revenue is generated through one-time package bookings priced from roughly $2,599 to $9,999 per person with tiered occupancy rates, a 10% commission paid to travel professional partners via bank transfer 7–14 days after trip completion, and ancillary add-on sales (hotel upgrades, ticket upgrades, optional day trips, travel insurance). Go-to-market is direct-to-consumer online supplemented by a B2B agent channel; distribution is anchored by the AZ Cardinals Fan Tours partnership (acquired 2017) and the proprietary Ultimate Tailgate Party hospitality brand (acquired 2010).

Name

Sports Travel Tours

Legal name

Sports Travel Tours Inc

Website

https://sportstraveltours.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Sports Travel Tours is a privately held travel company that sells all-inclusive, multi-destination sports travel packages to NFL, MLB, NHL, golf, horse racing, and motorsport events for individual sports enthusiasts and via a global travel-agent network.

Ownership category

akta.pro rank

Product category

Sports Tourism

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYMPAKAKAI

Sports Travel, Logistics & Team Operations Services

Media, Entertainment & Sports/Sports (Leagues, Teams, Events, Venues)/Sports Management & Promotion Services

SECONDARYTHAKAGAI

Sports Team, Tournament & Training Travel

Travel & Hospitality/Travel Agencies, Tour Operators & OTAs/Group Travel & Educational Travel Operators

SECONDARYTHAKAFAJ

Sports & Active Travel Agencies (e.g., ski, golf, dive)

Travel & Hospitality/Travel Agencies, Tour Operators & OTAs/Specialty/Niche Travel Agencies (Luxury, Adventure, Honeymoon, etc.)

Keywords

• Sports travel packages
• Event travel packages
• Fan tour operator
• Sports hospitality services
• Group travel packages

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Package Bookings: Sports Travel Tours generates revenue primarily through selling complete travel packages that include game tickets, hotel accommodation, transportation, tour hosts, and experiential elements like tailgate parties and sightseeing. Packages range from single-event trips to multi-destination tours spanning multiple weeks.
2. Travel Professional Commission: The company offers a 10% commission to travel professionals and agents who sell Sports Travel Tours packages through their own channels. Commission is tracked in the system and paid via bank transfer 7-14 days after trip completion.
3. Upgrade and Add-on Sales: Revenue is generated from optional upgrades including hotel upgrades, ticket upgrades (e.g., Lower Level Sideline tickets), optional day trips (e.g., Palace of Versailles), extra nights, and travel insurance.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Sports Travel Tours sells bundled sports travel packages for major events including NFL, MLB, NHL, NBA, golf (Masters, Open), horse racing (Kentucky Derby, Royal Ascot), and motorsports (Formula 1). Each package combines guaranteed game/event tickets, hotel accommodation, airport and event transfers, on-site tour hosts, and exclusive pre-game hospitality such as tailgate parties and behind-the-scenes stadium tours. The company operates across the US, UK, Ireland, Australia, New Zealand, and Europe with localized websites and a travel professional agent channel.

Product overview

Sports Travel Tours operates a booking platform for sports travel experiences with three main brands: the core Sports Travel Tours platform for comprehensive travel packages, The Ultimate Tailgate Party sub-brand for pre-event hospitality, and AZ Cardinals Fan Tours for official team travel. The platform offers packages across multiple sports categories including NFL, MLB, NHL, golf (Masters, Open), horse racing (Kentucky Derby, Royal Ascot), and Formula 1. The Travel Agent Portal provides travel professionals with 24/7 booking access, real-time inventory, and commission tracking.

Differentiator

Problem solved

Functional benefit

Brands

• The Ultimate Tailgate Party: Pre-event hospitality brand creating incredible tailgate parties before NFL games in Europe and North America, featuring locally sourced food, domestic and international beers, and entertainment with giant screens.
• AZ Cardinals Fan Tours

Products and services

• NFL Travel Packages Bundled travel packages to NFL games including International Series games in London, Munich, Paris, Madrid, Mexico City, Melbourne, and Brazil, as well as domestic US stadium trips, Super Bowl packages, and college football experiences. Includes guaranteed game tickets, hotels, transportation, tour hosts, and exclusive events.
• MLB Travel Packages Baseball travel packages including MLB regular season games, MLB London Series, stadium tours, and multi-city tours such as the Great American Baseball Tour covering Pittsburgh, Cincinnati, Chicago, and Cleveland.
• NHL Travel Packages Ice hockey travel packages including NHL regular season games, NHL Global Series international games (e.g., Carolina Hurricanes in Finland), and the Spengler Cup tournament in Davos, with options for extensions such as Arctic Circle Northern Lights experiences.
• Golf Event Packages Travel packages to major golf tournaments including The Masters in Augusta, The Open Championship, and Ryder Cups at Medinah, Gleneagles, and Hazeltine, with accommodation and guaranteed tournament badges.
• Kentucky Derby Packages Horse racing travel packages to the Kentucky Derby and Kentucky Oaks at Churchill Downs, including accommodation, starting gate tickets, and optional stud farm and bourbon distillery tours (e.g., Ultimate Derby Experience).
• F1 Grand Prix Packages Formula 1 travel packages to Miami Grand Prix, US Grand Prix in Austin (COTA), Monaco Grand Prix, Silverstone, and other international F1 destinations including accommodation, grandstand tickets (e.g., Turn 15), Pit Walk, Tower Tour, and concert access.
• The Ultimate Tailgate Party Pre-event hospitality sub-brand creating tailgate parties and hospitality experiences before NFL games, Premier League matches, and other sporting events across Europe and North America, featuring locally sourced food, domestic and international beers, craft beverages, and entertainment with giant screens.
• AZ Cardinals Fan Tours Official Arizona Cardinals tour operator sub-brand offering Cardinals fans exclusive road trip packages with guaranteed game tickets, accommodation, and access to current and former Cardinals players and exclusive team events.

Quantifiable outcome

• 25 years of operation since 1998 with continuous growth from UK origins to global presence
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BaseballSoftballUKcoreStrategic or Co-development Partner · 15 February 2024Sports Travel Tours partnered with BaseballSoftballUK to make a significant financial contribution to the MLB London Series Legacy Programme in 2024 and 2026. The partnership includes joint events leading up to the MLB London Series. STT CEO Andrew Hill emphasized the importance of exposing youngsters to sporting opportunities and helping children across the country.
• Bombas/Stand4 SocksminorOthersSports Travel Tours partners with Bombas (US) and Stand4 Socks (UK) to provide socks to homeless charities in every city they host packages. Staff also volunteer at each shelter to provide meals and assistance. For each customer, one pair of socks is donated to a homeless charity in the destination city.
• Travel Insured InternationalminorOthersSports Travel Tours recommends Travel Insured International for travel protection and insurance. The company displays Travel Insured International branding on their booking pages and recommends customers purchase travel insurance for their trips.
• Arizona CardinalscoreStrategic or Co-development PartnerSports Travel Tours acquired the AZ Cardinals Fan Tours brand in 2017 and serves as the official tour operator for Arizona Cardinals fans. Every Cardinals road trip features incredible accommodation, guaranteed game tickets, one-of-a-kind events, and current and former Cardinals players.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• StubHub: Major secondary ticketing marketplace increasingly offering event-plus-experience bundles. Not a packaged tour operator but competes with STT on the ticketing component that anchors each package.
• Klook: Asia-headquartered tours, activities and experiences marketplace. Represents the broader shift of OTAs and activity platforms into curated event-based travel that competes for STT's international traveler segment.
• Vivid Seats: US-based ticket marketplace expanding into bundled hospitality and travel experiences. Overlaps with STT in the secondary ticket and event-experience category but at much larger scale and broader sport coverage.

Direct peers

• Roadtrips: Roadtrips is a long-established custom sports travel company offering luxury packages to the Super Bowl, Masters, Kentucky Derby, Formula 1 and major international sporting events. It is the closest direct competitor to STT in the premium bundled sports travel segment.
• On Location Experiences: On Location (an Endeavor company) is an official hospitality provider for the NFL, NCAA and other leagues, offering premium ticket-inclusive packages. Competes head-to-head with STT for league-issued official tour rights and high-end fan experiences.
• Sports Events International: A UK-based sports tour operator offering packages to NFL International Series, Formula 1, horse racing and golf majors. Comparable to STT's European book of business and competes for the same UK/European fan traveling internationally.
• QuintEvents: QuintEvents (formerly PrimeSport) provides official hospitality and travel packages for the Super Bowl, College Football Playoff, Kentucky Derby and other major US events. Directly comparable to STT as an official-ticket-and-travel package operator serving US sports fans.

Others

• American Society of Travel Advisors (ASTA): Industry body that recognizes and certifies tour operators like STT. ASTA membership and recognition shapes the buyer/distributor landscape in which STT's agent channel operates rather than competing with it directly.

Emerging players

• Fanatics Travel: Fanatics has expanded into sports travel and experiences, leveraging its licensed merchandise and ticketing relationships. Represents a deep-pocketed emerging entrant into the same sports-travel package category where STT operates.

Regional players

• GetGoing: Travel platform focused on bundled sports and entertainment experiences with a different geographic center of gravity. Adjacent competitor in the package-travel-plus-event segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/sportstravel1
• Facebookfacebook.com/Sportstraveltours
• LinkedInlinkedin.com/company/sports-travel-tours

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Tours