| This article investigates the perfect sporting events for client hospitality and finds out that there are plenty of unusual opportunities to impress, without blowing the budget.
The Ashes test cricket comes to Britain next summer, and the opportunity to see England thrash the Aussies is a treat that many businesses will want to offer favoured clients. But it’s just one of hundreds of sporting events they can choose from throughout the year to entertain guests.
With so many options the event needs to be chosen with care. Specialists can advise on what works best for different kinds of audiences. “A lot of it comes down to experience. You get a feel for what kind of people attend what kind of events,” says Libby Christie, head of operations at travel specialist Unmissable.
Chaps on their own will usually be delighted to attend a Premiership football match but ladies in a group might prefer Royal Ascot and the chance to dress up she points out.
A business also needs to ensure it meets its own objectives. If the aim is imply to reward clients for their business, then tickets tot eh Carling Cup Final can be just the thing. But it will be over in a couple of hours, providing little opportunity for chat. This is no good if the aim is to get on familiar terms with clients, and hopefully make it easier to do business with them.
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