Euro 2028 hospitality: Money-back tickets if England flop and no dynamic pricing
Jaime Byrom of Beyond Hospitality on what football fans can expect from its premium offerings at Euro 2028 in the UK and Ireland, which go on sale next week. The US might be seen as sport’s most mature commercial market but, when it comes to hospitality offerings, it still trails the UK, according to one [...]
Euro 2028 premium hospitality packages, set to go on sale next week, will offer fans a range of luxurious dining and access experiences across the UK and Ireland. Jaime Byrom, executive chairman of Beyond Hospitality, the exclusive provider, claims Brits have a higher expectation for service compared to the US, where VIP tickets rely more on seat location.
His company's packages, from £3,500 for immersive dining experiences to £900 for basic fan hospitality, will be made easier by the venues hosting Euro 2028, including Wembley, Tottenham Hotspur Stadium, Cardiff’s Principality Stadium, and Dublin's Aviva. The company anticipates selling out most packages before the tournament starts in June 2028, with 60% of buyers expected to be from the British Isles.
A standout feature is "conditional final" tickets, which will be refunded if the team doesn't reach the final. Beyond Hospitality also pledges to avoid dynamic pricing, a move that sets them apart from competitors who have faced consumer backlash, especially in light of recent events at the World Cup. Byrom, with over 40 years in the industry, sees increasing demand and a shift in customer profile from corporate to those willing to pay for elevated experiences.
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