Why client entertainment at sporting events still works in 2026
Written by Ellen Fitzgerald from Eventmasters
In an era dominated by virtual meetings, AI-powered chats, and interminable email threads, the art of building authentic, face-to-face connections has never felt more vital - or more elusive.
Modern businesses, navigating a digital-first landscape where in-person moments are scarce, are rediscovering a classic strategy that still packs a punch: entertaining clients at live sporting events.
From the roaring passion of a Premier League derby or an International Rugby clash, to the sophistication of Royal Ascot, or the sun-soaked camaraderie of a Test Cricket match, the UK's sporting calendar offers unmatched opportunities for businesses to forge strong, authentic connections.
Here, amid the thrill of the game and the perks of premium hospitality, clients can step away from screens and let bonds form organically - over a shared laugh, a tense play, or the simple joy of being in the moment.
It's high time we traded stiff agendas, sterile boardrooms, and polished memos for something far more alive: elevating client relationships through the raw energy of sport.
Imagine ditching transaction for transformation - where last-gasp goals, game-changing tries, and heart-pounding race finishes ignite conversations that linger, turning colleagues into confidants and deals into lasting partnerships. In those electric moments, business doesn't just happen; it thrives.
The role of corporate hospitality
Organising client entertainment often sounds like a logistical nightmare: sifting through endless package options to match diverse client preferences, chasing availability, handling bookings, chasing confirmations, and coordinating every last detail. It's exhausting - and in a fast-paced business world, time spent on admin is time stolen from what really matters: building those meaningful connections.
That's where Corporate Hospitality experts’ like Eventmasters steps in.
With decades of specialised knowledge, we take the burden off your shoulders, curating the ideal setting for your client engagements.
From securing the perfect package and seamless reservations to arranging exceptional dining, live entertainment, unbeatable views, and bespoke touches tailored to your group - we handle it all with precision and care, so you can arrive relaxed and ready to focus entirely on your clients.
True corporate hospitality begins long before anyone steps through the door. It starts with expert, personalised advice on the best options for your needs, outstanding customer service from first enquiry to final thank-you, effortless booking processes, genuinely competitive pricing, and a commitment to going above and beyond, ensuring our clients feel valued, relaxed, and ready for the day.
Choosing the right sport for the right client
Sport, much like business, thrives on its rich diversity - each event bringing its own unique energy, pace, and vibe to create the perfect backdrop for meaningful connections.
Take the global spectacle of a Premier League football match: the high-octane atmosphere, roaring crowds, and edge-of-your-seat intensity make it ideal for clients who crave excitement and shared adrenaline rushes.
Then there's the warm, inclusive spirit of the Six Nations rugby tournament, where fans from rival nations mingle freely, chatting and bonding over the game in a friendly, convivial setting that naturally fosters rapport and goodwill.
Horse racing, such as the timeless elegance of Royal Ascot, offers a more relaxed pace - sophisticated yet laid-back, with short, thrilling bursts of action as the horses thunder down the track, interspersed with leisurely moments for conversation, and fine dining.
For those who appreciate a gentler rhythm, Test cricket delivers an extended, immersive day of sporting excellence: long hours of play unfolding under summer skies, paired with exceptional hospitality, multi-course meals, and plenty of time to unwind, discuss strategy, or simply enjoy the unfolding drama at a measured tempo.
These events vary in every way imaginable - from the duration of the action and the style of hospitality packages available, to the intensity of the sport, the day of the week, the season, and the overall atmosphere.
Our expertise lies in understanding these nuances and carefully matching the right sport to the right client. We ensure every experience is thoughtfully selected so your guests arrive excited, stay fully engaged throughout, and leave looking forward to the next one - turning a simple outing into a memorable highlight that strengthens relationships long after the final whistle, try, or finish line.
Q1 sporting events picks
Scotland v England – Rowan Suite
Saturday 14 February 2026, Murrayfield
Share the love with your clients at Rugby’s old rivalry. The Rowan Suite at Murrayfield, provides you with an all-inclusive environment, to enjoy the spirit of the Calcutta Cup in an elevate style whilst and being able to build a rapport with your clients.
Spurs v Arsenal – Travel Club East Stand
Sunday 22 February 2026, Spurs Stadium
Enjoy the electricity of the North London Derby, combining luxury executive seating on the halfway line with fast-track access and premium matchday comforts. Set against the intensity of Tottenham Hotspur v Arsenal
Q2 sporting events picks
Grand National - Silks Restaurant
Saturday 11 April 2026, Aintree Racecourse
Experience the world’s most famous steeplechase, in a course facing restaurant overlooking the start line, allowing you to find the balance between being at the heart of the action whilst enjoying the luxury of fine dining and open bar. You can you clients can enjoy the best of both worlds, and strengthen your relationships.
Arsenal V Burnley – Cannon Club
Sunday 17 May 2026, Emirates Stadium
With Arsenal pushing for history, your guests could witness the Gunners lift the Premier League trophy for the first time since 2004, creating a once-in-a-generation experience that turns client entertainment into a truly memorable occasion.
Royal Ascot
Tuesday 16th - Saturday 20 June, Ascot Racecourse
There is no event in the social calendar quite as revered as Royal Ascot, the best in racing, pageantry and hospitality. Beautiful restaurants and stunning fine dining experiences, will make this client entertainment event like no other.
Q3 sporting events picks
Henley Royal Regatta – Boaters Enclosure
Tuesday 30 June – Sunday 5th July, Henley-on-Thames
Regarded as one of the best social occasions in the summer sporting calendar, attracting spectators and rowers from every corner of the globe. Enjoy magnificent views and gourmet food in the Boaters Enclosure,
Scottish Open – Green on 18
Thursday 9 – Sunday 12 July 2026, Renaissance Club
Witness a world-class field at the Scottish Open, from the relaxed setting of The Green on 18 package featuring all-day access to a private greenside terrace, a 3-course lunch, and a complimentary bar.
York Ebor Festival – The Dante Suite
Wednesday 19- Saturday 22 August 2026
The most sought-after corporate hospitality packages at the York Ebor Festival. Located on the second floor of the Ebor Stand, The Dante Suite provides panoramic views of York Racecourse from floor-to-ceiling windows and comes complete with a private seated viewing balcony overlooking the winning post.
Q4 Sporting Events Picks
BMW PGA Championships – 72 Lounge
Thursday 17 - Sunday 20 September 2026, Wentworth Golf Club
Combines comfort, all-inclusive refreshments, and prime positioning in the heart of the Championship Village near the 18th green. This lounge is a perfect setting for client entertainment and relationship-building in a prestigious golfing atmosphere.
NFL London Games – Premium Seats
October 2026 – Tottenham Hotspur Stadium
Ideal for casual client entertainment due to its relaxed, social lounges: pre-game light bites provide an informal start for easy mingling without a formal meal, while the single complimentary halftime drink adds a thoughtful touch.
Warwick Sponsored Race Day – Paddock Suite
Thursday 10 December 2026 – Warwick Racecourse
Blending a relaxed yet prestigious atmosphere with a full day’s hospitality, and fun sponsorship perks like race naming rights and presenting to winners, it’s the perfect way to celebrate the end of a successful year with clients.
Ultimately, tailoring your choice ensures the event aligns with your goals—whether closing a deal, strengthening loyalty, or exploring new opportunities. By investing in the right hospitality, you're not just entertaining; you're strategically positioning your business for sustained success.
In 2026, as digital tools continue to streamline operations, the irreplaceable spark of shared experiences at sporting events reminds us why client entertainment endures. It's not about escaping the digital world—it's about complementing it with moments that build unbreakable bonds.
To explore Client Entertainment across major sporting events, call Eventmasters Hospitality Team on 0121 233 6500 or visit our website.