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What started as UEFA EURO 2024™ Hospitality evolved into a long-term program: A premium guest platform spanning multiple markets, 20+ matches and an expanded 2025 events calendar.
SPORTFIVE was initially selected as lead agency to deliver a premium Hospitality program for Superbet’s international guests during UEFA EURO 2024™. Following the successful delivery of the tournament, the partnership expanded, with SPORTFIVE taking on an exclusive remit to support a wider series of global events across major sports highlights in 2024 and 2025.
In this Success Story:
The Challenge
As lead agency, SPORTFIVE was responsible for delivering a premium and consistent experience for Superbet’s top clients. With Hospitality delivered across more than 20 matches in multiple markets, the program required precise planning and coordination - covering travel, accommodation, on-site logistics, and group management. Beyond simple access, the expectation was a seamless, end-to-end guest journey that reflected Superbet’s premium positioning at every touchpoint.
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SPORTFIVE's Solution
SPORTFIVE provided full-service event consulting along with complete guest and ticket management, removing operational complexity for the client. This included end-to-end travel arrangements (hotels, flights, transfers), curated restaurant and activity bookings tailored to each group, structured pre- and post-event communication, and on-site coordination to ensure smooth delivery and fast issue resolution.
Across UEFA EURO 2024™, SPORTFIVE delivered customised three-day Hospitality programs around each match for guests from Romania, Poland, Serbia and Belgium - ensuring local relevance while maintaining consistent quality.
The Results
SPORTFIVE hosted more than 430 guests across more than 20 matches, delivering a premium and reliable Hospitality program that reinforced trust with Superbet. Impressed by the quality of execution, Superbet appointed SPORTFIVE as lead agency for an expanded premium Hospitality calendar for top clients through 2025. This includes major international events such as Roland Garros, leading Premier League and Serie A fixtures, the UEFA Champions League Final, and Formula 1. Work has also begun on the next phase of the client experience for 2026, including the FIFA World Cup 2026™ as well as other key international events.
