February 16 – UK-based Beyond Hospitality is taking over the marketing and sales of hospitality packages for the German Football Association (DFB) in a three-year deal, replacing long-time rights holder Sportfive.
Long time hospitality guru Jamie Byrom founded Beyond Hospitality in December 2023. The DFB agreement also represents a return to familiar territory with FIFA events. Byrom previously ran Match Hospitality, where FIFA was the flagship client and the cornerstone of the business.
The first fixture under the new DFB deal will be a Women’s World Cup qualifier against Slovenia in Dresden on March 3 with the federation saying it is designed to “further develop hospitality as a holistic matchday experience,” with a particular emphasis on digital presentation and engagement.
Matches of the German national teams or a DFB Cup final are far more than just 90 minutes of football,” said Byrom. “Our aim is to create a hospitality experience together with the DFB that brings the match day to life in all its facets — exclusive, high-quality, and with an impact that lasts long after the final whistle.”
Director of partnerships and sales Henning Wetzer pointed to Beyond Hospitality’s “international experience, new ideas and large network,” as well as an approach shaped by genuine affection for both German football and the matchday experience.
Contact the writer of this story at [email protected]