Inside the iSportConnect Ticketing & Hospitality Masterclass: What Industry Leaders Are Focusing On
16 hours ago
The latest edition of the iSportConnect Ticketing & Hospitality Masterclass brought together an expert panel of sports executives and hospitality innovators for a day of candid discussion, shared experiences, and fresh thinking on fan engagement and revenue optimisation.
Held in partnership with Pinsent Masons, the event was once again hosted with finesse at the firm’s offices. Trevor Watkins, Global Head of Sport & Entertainment at Pinsent Masons, set the tone with a thoughtful opening, highlighting the ever-evolving commercial landscape in sport and the critical role of integrated fan experiences.
Among the headline speakers were:
Eric Clouse, Senior Vice President at New York City FC
John Williams, Managing Director of the innovative E1 Series
Max Cobb, Secretary General of the International Biathlon Union (IBU)
Karen Dundas, Head of Hospitality and Fan Experience at NFL International
While iSportConnect maintains a strict policy of event confidentiality—ensuring attendees get exclusive access to deeper insights—here’s a look at the broad themes and ideas that emerged:
Small Gains, Big Returns
A key takeaway was the amplified impact of marginal gains. Increasing attendance by even a few hundred fans has a multiplier effect, boosting not just ticket revenue but also food, beverage, and merchandise sales. For smaller or emerging organisations, this incremental growth can significantly shift the financial needle.
Athlete Access is Premium Currency
Speakers agreed that fans crave more access to athletes, and the most successful clubs are finding creative ways to deliver that. As salaries have risen, players are increasingly understanding the value of engagement. Whether it’s meet-and-greets or short digital interactions (like Zoom calls), personal access builds lasting loyalty and differentiates the fan experience.
VIPs Want the Star Treatment Too
Top-tier hospitality isn’t just about champagne and canapés. Executives noted that VIP guests also relish moments of authenticity—like walking the pitch or interacting with players. These experiences are often the highlight of premium packages and can justify a significant uplift in price.
Membership Over Matchday
Another insight was to stop thinking of “tickets” and start thinking about memberships. Fans want to feel like they’re part of a community. Offering memberships that include exclusive content, behind-the-scenes access, and surprise perks helps drive long-term engagement and sustainable revenue.
Make Every Game Special
Regular-season games can sometimes blend into each other, particularly in long formats. The Masterclass explored the idea of giving each match a unique identity—through themes, activations, or storytelling. English football, some argued, often does this better than its American counterparts, creating a more resonant matchday culture.
Surprise and Delight Loyal Fans
Consistency in service is key—but variety matters, too. Fans attending multiple games in a season want to feel appreciated. Changing up the menu, offering unexpected treats, or rotating in new experiences can go a long way in reinforcing their loyalty and enhancing word-of-mouth marketing.
As always, to really get the insights that matter, you have to be in the room. But even at a glance, this year’s Ticketing & Hospitality Masterclass revealed that the future of fan engagement lies in personalisation, access, and creating value far beyond the 90 minutes of action.
Stay tuned for more iSportConnect events that bring together the industry’s sharpest minds.