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Elevate SV, Premier Partnerships named US hospitality agents for Qatar 2022

Sports marketing agencies Elevate Sports Ventures and Premier Partnerships have been selected as the official sales agents of hospitality packages in the US for the 2022 FIFA World Cup in Qatar.

The two companies have formed a sales and marketing partnership with MATCH Hospitality, the exclusive rights holder of the global football tournament’s hospitality programme.

The partnership will operate as MATCH Hospitality USA for this venture and will leverage the combined expertise and network of the agencies.

The FIFA Hospitality Programme for the 2022 edition of the event will offer guests match ticket-inclusive packages which include a wide range of on-site services at facilities at the stadiums, including private suites and lounges, temporary structures, gourmet catering, premium beverages, preferential parking, entertainment and gifts, and also various off-site services as well as additional ancillary services, including accommodation and air transportation.

Jaime Byrom, executive chairman of MATCH Hospitality, said: “Qatar promises to deliver an amazing tournament that will capitalise on its principal attributes; the close proximity of its eight venues which are all located in or within short driving distance of Doha, and a fascinating region with unique attractions, spectacular state-of-the-art stadiums, and traditional Arabic hospitality.

“MATCH Hospitality strongly believes in the unique potential of the FIFA World Cup Qatar 2022 Official Hospitality Programme and in our ability to deliver truly ground-breaking and unprecedented sales globally. Our sales agents will be key to our success, and I am delighted to announce our decision to appoint Elevate Sports Ventures and Premier Partnerships.”

As part of the partnership, Overseas Leisure has been appointed as a sub-agent in the US to provide travel, guest management, hospitality services, and more for clients. This will ensure that clients purchasing hospitality packages will have access to a full suite of travel and related services.

Elevate Sports Ventures and Premier Partnerships — working with its Overseas Leisure Group — will also offer various services in conjunction with the hospitality packages, including flights, accommodation, transport, and social programmes.

The announcement today also includes the launch of a dedicated website for the hospitality offering.

Michael Kelly, chief revenue officer of MATCH Hospitality, said: “As part of our global tender process launched in February 2020, we have received proposals from most of the key territories from where we anticipate high demand for our Commercial Hospitality Programme for the FIFA World Cup Qatar 2022.

“We have been most encouraged by the remarkable global response which has further cemented our belief that despite the unprecedented events of recent months, there remains unwavering enthusiasm and interest in the FIFA World Cup Qatar 2022 Official Hospitality Programme.

“The US represents one of MATCH Hospitality’s most significant territories within our overall strategic sales operations for the FIFA Hospitality Programme and, working in partnership with Elevate Sports Ventures and Premier Partnerships, we are extremely optimistic about its sales potential.”

MATCH Hospitality, which is based in Zurich with offices in Doha, London, Manchester, Moscow, Dublin, Valencia, Johannesburg, and Rio de Janeiro, has operated the FIFA Commercial Hospitality Programmes for the previous three editions of the World Cup and Confederations Cup in South Africa, Brazil, and Russia as well as the Women’s World Cup in Germany, Canada, and most recently France.

Last month, FIFA and MATCH revealed they are expecting record income from hospitality sales ahead of next year’s World Cup in Qatar after agents committed to more than $260m in sales targets.

Hospitality packages for Qatar 2022 games went on sale on February 1, with representatives in more than 70 territories to be authorised to sell the packages on a first-come, first-served basis.

Qatar’s World Cup will take place from November 21 to December 18, 2022.

Image: Qatar 2022