Dr Chris BrutonDr Chris Bruton 21 April 202321 April 2023

Why Offer Official Corporate Why Offer Official Corporate Hospitality at Major Events?Hospitality at Major Events?

Major Revenue StreamMajor Revenue Stream

Corporate Market requires VIP HospitalityCorporate Market requires VIP Hospitality

Negates “Black Market”Negates “Black Market”

Major Revenue StreamMajor Revenue Stream

FIFA World Cup 2006FIFA World Cup 2006

Global ContractGlobal Contract

Minimum Guarantee CHF 250MMinimum Guarantee CHF 250M

Projected Final Revenue CHF 310MProjected Final Revenue CHF 310M

Source: FIFA Press Release July 2003

Major Revenue StreamMajor Revenue Stream

47M

19M

7.5M 8.3M

81.8M

64.9M

0

10

20

30

40

50

60

70

80

90 Source: iR

B S

tatement 05/04/04

Rugby World Cup 2003

Corporate Market RequiresCorporate Market RequiresVIP HospitalityVIP Hospitality

350,000 Corporate Guests (Worldwide) 350,000 Corporate Guests (Worldwide) expected at FIFA World Cup 2006expected at FIFA World Cup 2006

54,000 Corporate Guests (Domestic) at 54,000 Corporate Guests (Domestic) at Rugby World Cup 2003Rugby World Cup 2003

38,000 Corporate Guests (Domestic) at 38,000 Corporate Guests (Domestic) at Rugby World Cup 1999Rugby World Cup 1999

Negates “Black Market”Negates “Black Market”

““Black Market” Operators always appearBlack Market” Operators always appear

Usually lower qualityUsually lower quality

No Revenue to the SportNo Revenue to the Sport

An Official Programme reduces their An Official Programme reduces their ActivityActivity

Anti-Competition IssuesAnti-Competition Issues

Effect on Audiences and Effect on Audiences and CustomersCustomers

Corporates are CustomersCorporates are Customers

Positive Pro-active StancePositive Pro-active Stance

Stress the Long-term Benefits to the SportStress the Long-term Benefits to the Sport

Limit Number of Tickets allocatedLimit Number of Tickets allocated

Stadium MembersStadium Members

Mitigate Negative PublicityMitigate Negative Publicity

Open Transparent ProcessOpen Transparent Process

Realistic Handback DatesRealistic Handback Dates

Stress Positive MessagesStress Positive Messages