Beyond Hospitality has secured the rights to sell hospitality and travel packages for the next three UEFA Champions League Final, marking a significant milestone for the U.K.-based company. This is the first time the firm has partnered with UEFA on Europe’s most prestigious club competition. While financial details of the agreement remain undisclosed, the deal covers a single match each year.
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Champions League host teams manage their hospitality sales during earlier rounds. This acquisition is a significant addition to Beyond Hospitality’s growing portfolio. The company is also managing hospitality and accommodations for the 2025 FIFA Club World Cup in the U.S. and accommodations for the 2026 FIFA World Cup in the U.S., Canada, and Mexico.
Executive Chairman Jaime Byrom expressed optimism about the company’s rapid expansion, highlighting their success despite being in business for only two years. Most of us are veterans of four, five, six, even 10 or 11 World Cups, but the company itself is new, said Byrom. We’ve already made significant progress by securing rights for some of the world’s biggest sporting events.
Champions League Final: Byrom’s Legacy in Sports Hospitality
The Champions League Final is just one match, but in terms of prestige and popularity, it doesn’t get much bigger than that. Beyond Hospitality’s latest deal strengthens its position in the global sports hospitality market. Underscoring its ambition to become a key player in delivering premium experiences at major football tournaments.
With its involvement in both the UEFA Champions League and FIFA’s flagship club and national team competitions. The company is poised for further expansion in the high-end sports travel and hospitality sector. The 2025 and 2026 UEFA Champions League Finals will be held at Allianz Arena in Munich, Germany, and Puskás Aréna in Budapest, Hungary.
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The venue for the 2027 final has yet to be confirmed, but Baku Olympic Stadium in Azerbaijan and Metropolitano Stadium in Madrid, Spain, are the leading contenders. Jaime Byrom, Executive Chairman of Beyond Hospitality, has been a key figure in ticketing, accommodations. And hospitality for major sporting events since the 1986 FIFA World Cup in his native Mexico.
He introduced a sales model that allowed fans to follow their teams throughout tournaments, an approach that has influenced event hospitality for decades. Byrom has played a role in every FIFA World Cup since, and his former company, Match Hospitality. Served as FIFA’s official hospitality provider from 2010 to 2022.
Byrom’s Insight: High Demand for Hospitality Segments
In 2023, Byrom founded Beyond Hospitality to secure hospitality rights for the 2026 FIFA World Cup in the U.S., Canada, and Mexico. Given the scale of the investment required, he sought support from new investors. While FIFA ultimately awarded hospitality rights to On Location, Beyond Hospitality later secured the rights to sell accommodations for the event.
The company also won hospitality and accommodation rights for the 2025 FIFA Club World Cup in the U.S., with package sales opening last week. Beyond Hospitality’s rapid expansion and strategic acquisitions signal its ambition to become a leader in global sports hospitality. By leveraging Byrom’s extensive industry experience and securing key partnerships.
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The company is well-positioned to play a significant role in the world’s biggest football events. Jaime Byrom is optimistic about the expanded 32-team format of the FIFA Club World Cup, believing that fan interest will extend beyond matches featuring the most popular teams. He expects the tournament to attract not only passionate football supporters. But also corporate buyers and high-end hospitality clients who seek premium experiences.
Byrom said that from a hospitality standpoint, I’m not suggesting that every match will fill an 80,000-seat stadium. But we may see strong demand within our segment of the business. Which might not necessarily be matched by demand from general admission.
2025 UEFA Champions League Final: Byrom’s Confidence in Growing International Demand
His confidence in the tournament’s hospitality appeal stems from years of experience in premium sports event sales. Byrom anticipates that U.S.-based buyers will initially make up the majority of hospitality sales but expects international demand to grow steadily. At the outset of sales, we’ll start at 70-30 — 70% domestic, 30% international.
But invariably, we’ll drift down to approximately 55-45 based on our experience of previous competitions. This projection aligns with trends seen in other major football tournaments hosted in the U.S., where global fans travel in large numbers to attend matches. With the new format and increased global participation, the Club World Cup is expected to generate significant interest.
Particularly among corporate clients and affluent football fans looking for exclusive hospitality experiences. Byrom’s confidence in the tournament’s appeal underscores Beyond Hospitality’s strategy of catering to the premium segment of the market.
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