Qatar Airways and SPORTFIVE manage premium Hospitality at UEFA EURO 2024™ - from hotel and transfer logistics to exclusive in-stadium experiences.
SPORTFIVE was exclusively appointed by Qatar Airways to manage the full Hospitality, guest travel and event production program during the UEFA EURO 2024™ in Germany, including premium hotel and transfer logistics, cultural side-events and the design of exclusive Hospitality spaces such as the Skybox and branded lounge.
In this Success Story:
The Challenge
The challenge was clear: Hospitality expectations leave no margin for friction. Across multiple matchdays and locations, every element of the program had to run with precision, often under tight timelines and changing on-site conditions. The task was not only to orchestrate complex logistics, including hotels, transfers, staffing, and stadium operations, but to connect these moving parts into one coherent guest journey. Every interaction needed to feel effortless, every environment had to reflect Qatar Airways’ premium positioning, and every detail - on matchday and beyond - had to be executed flawlessly from the first arrival to the final departure.
SPORTFIVE's Solution
SPORTFIVE addressed the challenge through end-to-end guest management built around precision, personalisation, and premium service design. The team delivered full hotel management including personalised guest support, seamless check-ins and timely room allocations, complemented by private premium-class transportation for all guest movements.
On the matchday side, SPORTFIVE designed and operated Hospitality Skybox experiences for all Berlin matches, creating standout moments such as an exclusive Q&A with football legend Lothar Matthäus. This was supported by an end-to-end branding concept, including setup and dismantling, hostess services, and catering consulting, while maintaining consistent guest services across matchdays and venues.
The Results
The result was a premium experience delivered at scale, combining in-stadium excellence with comprehensive care beyond the stadium. Over 10 Hospitality guests were hosted in the fully branded Berlin Skybox, while more than 100 guests were supported outside the stadium through extensive guest care, including the management of 190 hotel nights.
Beyond the stadium, a series of highly exclusive premium experiences were delivered in Berlin, including an invite-only event at the iconic Café am Neuen See attended by top Qatar Airways executives and selected VIPs. Additional highlights included an exclusive Qatar Airways Lounge at the 5-star Telegraphenamt Hotel and a private Spree River boat tour featuring Lothar Matthäus. To elevate the entertainment and exclusivity of the program even further, three football legends were engaged, adding memorable moments that reinforced the premium positioning and made the UEFA EURO 2024™ experience truly distinctive for Qatar Airways guests.
Impressions of the Qatar Airways Lounge
