Top Five Digital Trends for Sports Hospitality in 2015

To turn a great sporting occasion into a broader hospitality experience for guests, partners and corporate hospitality programmes need to approach their audience as​ ​active​ ​participants ​living​ ​a​ ​memorable ​experience, rather than ​passive​ ​spectators ​watching​ ​from the sidelines.

Here at MCI, ​we develop innovative​​ hospitality concepts by staging​ ​​the sport ​and​ ​the​ ​highlights​ ​of​ ​the​ ​event ​in​ ​a​ ​dynamic​ ​way,​ ​strengthening​ ​guest​ ​engagement​, designing experiences around the​ ​art​ ​of​ ​​sport, promoting the host country or city, and creating an ​exciting​​ ​and energising ​onsite atmosphere.

All of this is made possible by embracing the latest in digital innovation, which is a great way to ensure that the​ ​pre-and​ ​post-​hospitality experience ​is ​just​ ​as​ ​exciting​ ​as​ ​the game, match or tournament itself.

Here are top five digital trends to enhance partner and corporate hospitality programmes in 2015:

1. Immersive Experiences
Hospitality guests at sports events are looking for fun, escapist and immersive experiences, and the most creative corporates and partners are responding to this demand by moving away from a ‘storytelling’ concept to a ‘story-living’ concept. Virtual and augmented reality and other technologies are plunging guests directly into the heart of the sporting drama, meaning that today’s hospitality guests are experiencing much more than simply the match in front of them.

2. Digital Networking
Sports hospitality is not just a fantastic way of enjoying the best seats in the house, gourmet cuisine and live entertainment, it’s above all a highly effective opportunity for engaging and building relationships with key clients and prospects, in a convivial and exciting atmosphere. Digital networking opportunities are therefore a must. Hospitality guests can also find out ‘who’s who’ in the lounges and take part in ‘speed meeting sessions’ to be introduced to other guests. It’s all about making business contacts while having fun!

3. All-in-One App
In addition to being an effective networking tool, all-in-one apps are also perfect for fueling hospitality guest engagement. In addition to the basic features of an event app, hospitality guests increasingly expect to have access to exclusive content and features to make them feel as VIP as possible. Examples include an app-driven concierge service, using leading sports personalities as ‘iPad hosts’ to guide guests through the experience and giving guests the option of ordering drinks and merchandise directly to their seats.

4. Magic & Digital Entertainments
Hospitality guests expect to be entertained and astonished. If they’re not, they will vote with their feet and choose a different sporting event that can deliver the immersive and original experience that they expect. Digital offers more than just entertainment by providing new services, new ways of experiencing sports events, and unprecedented technological tools for magical tricks and mesmerising moments.

5. Live Return on Experience

One of the best ways to improve operations is to ask hospitality guests for their feedback. Web technology and handheld devices now make this easier than ever, with simple surveys and real-time results allowing organisers to not only improve their next event, but make instantaneous​ improvements to their current event.

For more insights into sports hospitality, or for more information on our sports services, please contact

Author: MCI India Live

MCI India is part of the MCI Group, the world’s leading provider of strategic engagement and activation solutions and a key driver of innovation in the international meetings, events, association and congress industries. With offices in Delhi, Mumbai, Hyderabad and Bengaluru, MCI India activates brands, enhances organizational performance, builds communities and drives business results through creative live experiences, digitization, content and communication services and strategic planning. Combining local knowledge with expertise from MCI’s 1,650 experts in 60 cities and 31 countries, MCI India helps local, regional and global companies and associations to unlock their potential and deliver real change. Find out more at

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