Keith Prowse launch Beyond The Game; A new insights paper diving into sports hospitality insights, trends and their drivers

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Have you ever thought about what drives individuals to purchase or attend a live sporting event – and what makes them opt for ‘premium’?

Keith Prowse are the premium Experience Experts, and have been for over 220 years and counting – that’s why they recently launched a brand-new whitepaper entitled Beyond the Game!

Download the full piece via the link below, but here is a summary of the key insights:

• Going out is in; Quality, prolonged time together is a key currency in this day and age – we’re all always busy/ always-on, so coming together for events is ever-so-more valuable.
The pandemic especially initiated a shift from prioritising material objects, to prioritising memorable experiences.

• Purpose is key, but values as to why we attend events are more disparate – and more innovation/ diverse formats (i.e. the growth trajectory of women’s sport e.g. Red Roses) means more choice.

• There is an emerging trend of ‘multigenerational days out’; with the economic landscape as it is, it is the ‘grandparent’ generation that are ‘premiumising’…but often taking their kids and grandkids along for the ride.

∘ A favourite genre of event within this trend is concerts, which Keith Prowse are witnessing first-hand being the Official Hospitality Partner of BST Hyde Park 2024!

• Premium experiences provide ease (e.g. guaranteed seats), elevation (e.g. better seats/ views of the action) and access (e.g. early, private access for some events).

• Contributors within include luxury events consultants who have worked at the likes of the FIFA World Cup (Fernanda Graeff), Elle, Esquire and Women’s Health Magazines (Victoria Archbold) – and the CEO of the Women’s Sport Trust, Tammy Parlour.

To tie this all together, we’ll leave you with this from Dr Thomas Gilovich – psychology professor at Cornell University:

“Our experiences are a bigger part of ourselves than our material goods. You can really like your material stuff. You can even think that part of your identity is connected to those things, but nonetheless they remain separate from you. In contrast, your experiences really are part of you. We are the sum total of our experiences.”

Download your very own complimentary copy of the full whitepaper, right HERE!

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