Jenny Southan reports on why sporting events are an ideal way to entertain clients.
There are few more effective ways to lubricate your business relationships than by clinking champagne flutes and enjoying some quality sporting action. The recession may have put an end to some of the more extravagant events of the past, but the importance of personally engaging your most important clients or esteemed employees has taken on a new lustre, with companies looking to use entertainment budgets to their best advantage.
Jeff Hunter, operations director of hospitality, travel and events company Sportsworld (sportsworld.co.uk), says: “We tend to reflect a microcosm of the economy at large in the sense that when people are doing well and prospering, their hospitality spend goes up. In the past couple of years it has become a more sensitive area – there has been a lot of media comment about corporate hospitality at a time of recession, redundancy and restructuring. But we are seeing a return to companies using it to get their key message across in a relaxed, out-of-the-office environment.”
Ted Walker, head of marketing at hospitality and tour provider Keith Prowse (keithprowse.co.uk), reports that 86 per cent of the company’s clients say they make bookings to “obtain valuable face-to-face time with contacts”. He adds: “These days more stuff is done by email or over the phone so it’s increasingly difficult to get quality time with people.”
Critics are quick to dismiss a day at the races or afternoon at Lords as “jollies” that are company indulgences, typically enjoyed by the banking sector. On the face of it, that may be true, but it ignores the potential long-term benefits to be gained from forming solid connections.
And it’s not just the financial sector that is using hospitality. Hunter says: “We deal with a lot of FTSE 100 and FTSE 250 companies, as well as law firms, accountancies, management consultancies, some of the alcohol brands – although that is a declining sector – and, increasingly, telecommunications, media and technology companies.”
So why are sporting events such a draw? The parallels between competing on the field and in the office are obvious, with an emphasis on the importance of working well as a team. But as Hunter points out, “the flair of the individual in golf or tennis” can also be inspiring and motivating. And from the point of view of the booker, if you are willing to travel abroad, there will never be a month where you can’t book a package to a big sporting fixture.
Some forms of corporate hospitality have, admittedly, been a vehicle for less than salubrious deal-making, and the industry has received something of a shake-up in preparation for the Bribery Act coming into force next month. Companies have been panicking about falling foul of the law for organising anything fun or giving gifts, as it can be difficult to determine whether something is an outright bribe or an innocent sweetener. Reassuringly, though, Hunter says: “The government is not trying to throw people in jail for taking clients out to lunch – you just have to approach it with a bit of common sense and find that middle ground.”
He adds that the Act can also be beneficial to companies in that they will be forced to examine their practices. “It’s right and proper that people can account for the money they are spending and that it is above board,” he says. “As companies begin to grapple with these things, they start to realise the tremendous value in knowing what is going on, where the budgets lie, how many hosts they have got, who they are inviting and what it costs.”
It will be a relief to everyone, then, that good old-fashioned corporate hospitality is here to stay – so get your diaries out and start planning.
WIMBLEDON
JUNE 20-JULY 3, LONDON
The oldest tennis tournament in the world returns this month for its 125th anniversary and, as usual, promises stellar head-to-head combat. There will be five championship events with competitors from more than 60 countries, and for those who want to watch it in style, a range of corporate packages.
Sportsworld’s Hunter says: “There are 13 playing days at Wimbledon across two main courts and we sell 23 different products. We will be about 97 per cent sold out at the beginning of June but there may well be pockets on certain days – such as the second Thursday, when the bigger matches are moving on to Centre Court – where you could get the whole day on a show court.”
Sportsworld and Keith Prowse are official agents for the event and offer exclusive venues to spectators. “Number One Court Experience” packages with the former start from £474 per person and include access to the Fairway Village and Champions Lounge, morning coffee, a three-course buffet lunch, Pimms, beer, wine and soft drinks, and afternoon tea.
Keith Prowse has redesigned its 600-capacity Gatsby Club, which is rebuilt every year and is situated by gate five, but for a truly special experience the private suites over Centre Court are also an option – the Skyview package, from £1,446 per person, includes pink champagne, a four-course meal, strawberries and cream, and sunscreen. wimbledon.com
TOUR DE FRANCE
JULY 2-24
Get your yellow T-shirt on for this year’s Tour de France. The gruelling three-week cycling race has been going for more than 100 years and, although the route changes annually, it always finishes in Paris. Competitors come from all over the world to take on the 3,400km of tarmac that comes between them and the finish line, with the person who completes the course with the lowest aggregate time deemed the winner.
To get a feel for just how tough this Grand Tour is, Sports Tours International offers cycling trips for groups to test out their pedal power on select sections of the route. For example, the “Live the Dream – Les Pyrenees” package (July 13-17, from £1,392 per person) offers participants the chance to ride from Pau to Lourdes on the same days as the official competitors. Four-star hotel accommodation and meals with wine are included.
For those feeling less energetic, hospitality packages with grandstand seating for the final stage and a gourmet lunch at a Michelin-starred restaurant near the Champs-Elysees are available for £749 per person, with cheaper packages from £199. letour.fr, sportingtours.co.uk
GOLF OPEN CHAMPIONSHIP
JULY 14-17, SANDWICH, KENT
The third major in the annual golfing calendar, after the Masters and US Open, this year’s British Open will be held for the 14th time at Royal St George’s club in Kent, which offers a pristine links course on which the world’s top golfers will fight it out for the coveted Claret Jug. The club has made the bunkering around the 18th hole more challenging for the occasion, so expect baited breath as players such as Tiger Woods, Bubba Watson and Luke Donald approach it.
To get the best out of the experience as a spectator, the Hospitality Village, which offers direct access to the course, is the place to be. Official day packages start from £462 per person and include bacon rolls, tea and coffee on arrival, a champagne reception prior to a three-course lunch, a full bar throughout the day, afternoon tea and access to the business centre. For groups of 30-50 who want to stay overnight, private chalets are available from £12,130. opengolf.com, opengolfofficialhospitality.com
POLO CARTIER INTERNATIONAL CUP
JULY 24, WINDSOR GREAT PARK
The prestigious Cartier International Cup takes place at the Guards Club in the grounds of Windsor’s Great Park, and the highlight of the day will be England’s four finest players doing battle against a fearsome team from Brazil.
Keith Prowse offers a £479-per-head package in Chukkas restaurant, set in the Smith’s Lawn enclosure and named after the seven-minute periods the teams play in – this year Chukkas has a “tribal” theme, with African-inspired food, drumming and animal print decoration. The price includes grandstand seating, a champagne and canapé reception, a three-course lunch, open bar, afternoon tea, and head and neck massages.
Johnny Lynn, managing director of Polistas (polistas.co.uk) polo clothing boutique in London’s Mayfair, offers some advice on how to dress for the occasion. “I find a lot of people who are new to polo overdo it and end up looking out of place. Polo in the UK has become much less formal. Today, for most events, jeans and a polo shirt are a safe bet, but for some of the more glamorous events, male guests should wear a jacket or blazer. Ties are optional. Depending on the weather, women should wear a summer dress and wedge shoes – stilettos are a no-no as the heels will dig in during the traditional divot stomping at half time.” guardspoloclub.com
COWES WEEK REGATTA
AUGUST 6-13, ISLE OF WIGHT
An annual fixture since 1826, this grand sailing event attracts about 1,000 crews of varying ability, from amateur to pro, to race along the Solent. Vessels ranging from wooden day boats to high-tech racing yachts are split into 40 classes, with races starting every five minutes between 10.30am and 1pm.
Although it’s free to attend, corporate packages offer the chance to experience Cowes in style, on the water. Keith Prowse can arrange chartered day trips (or even weekly packages) aboard a luxury yacht or motorboat for groups of six to 30, from £250 per person. That includes buck’s fizz on arrival, a continental breakfast, canapés, a three-course lunch and a cruise down the Solent to take in the action up close.
For salty dogs who want to take part in the regatta, exclusive charter of a ten-person Beneteau yacht with professional crew can be arranged for £3,900. aamcowesweek.co.uk
BELGIAN GRAND PRIX
AUGUST 26-28
Located less than two hours east of Brussels by car, the 7km Spa-Francorchamps circuit has been challenging the skills and endurance of the world’s best racing drivers since the 1920s. With its 44 laps taking in narrow, twisting public roads and often unpredictable weather, the race is said to be one of the best on the F1 calendar. Michael Schumacher has won it six times, with Lewis Hamilton scooping last year’s top spot.
Corporate packages include a full weekend at the 250-capacity Business Tower, offering 360-degree views, meals, an open bar and ear plugs, for €1,500 per person.
For €2,382, serious speed freaks can book the three-day Eau Rouge package, which grants them access to the VIP grandstand, gourmet buffets, champagne, entertainment in the gardens and lounges, and a pitwalk on Thursday afternoon. formula1.com, f1corporate.com
RUGBY WORLD CUP
SEPTEMBER 9-OCTOBER 23, NEW ZEALAND
The Rugby World Cup kicks off in New Zealand on September 9, when the Kiwi national team plays Tonga in Auckland. It’s a bit of a mission to fly down to the southern hemisphere, but being there will certainly make for a memorable experience for fans of the game.
There will be 48 matches spread between 13 venues across the North and South islands, and Sportsworld offers tours for all or part of the tournament. You can book hospitality on an individual match basis, follow a team of your choice, select games at a single venue or attend the quarters, semis and finals.
If you want to watch England take on Argentina in Dunedin on September 10, for example, the cheapest Premier package costs NZ$1,173 (£571) per person and provides delegates with a pre- and post-match drinks reception, a three-course Kiwi-themed dinner, celebrity guest speakers, a free bar and access to a dedicated hospitality facility. Hotels, flights and transfers can be arranged, as well as time out exploring the region. rugbyworldcup.com
OLYMPICS 2012
JULY 27-AUGUST 12, LONDON
It may feel like a way off yet, but if you want to attend the Olympics and didn’t take part in the ticket ballot then booking corporate hospitality is the way to go. There will be 26 sports taking place at more than 30 venues in and around the capital.
Prestige Ticketing, the official agent for the event (you can also book through Sportsworld, Keith Prowse and IMG), provides a range of packages that include fine-dining and exclusive entertainment. For £5,400 per person, for example, you could watch the opening or closing ceremony, athletics finals or cycling finals. Breakfast, receptions with champagne and canapés, three-course lunches with fine wines and afternoon tea are provided depending on event timings. london2012.com, prestigeticketing.london2012.com
