Production Passport Newsletter | Live at SportsPro 2025

Today’s Top Pick 🔎

SportsPro Live Day One: Building the Future of Sport

Coraaj Travel were on the ground at SportsPro Live 2025, gathering insights from the leaders shaping the future of global sport — because seamless travel starts with understanding what drives the athletes, clubs, and executives off the field.

In a standout session, Polly Murdoch (WBLL) and Michelle Getty (Finisca) made a compelling case for building women’s football on its own terms — not as a copy of the men’s game, but as a distinct, athlete-first product. Investment in player health, media visibility, and youth pathways was positioned not as a ‘nice to have,’ but a business-critical priority for long-term fandom.

Meanwhile, Arsenal’s Juliet Slot and Tom Winstanley offered a masterclass in what modern supporter engagement looks like. Data segmentation, AI-driven personalization, and an Amazon-style service mindset aren’t just future ambitions — they’re now fundamental to staying competitive on and off the pitch.

The day closed with a macro view from Danny Townsend (Surj), Jason Schretter (Raine), and Nathan Homer (NEOM) on how institutional capital is reshaping sport’s ownership and infrastructure at speed, with Saudi Arabia’s bold NEOM project exemplifying a new era of strategic, nation-scale investment.

The signal was clear: the next decade in sport will belong to those who can blend passion, data, and deep capital. What’s striking is how fast the industry is moving from instinct to precision — from building emotional connections to engineering them with real-time insight. Sports organizations that treat digital transformation, athlete welfare, and strategic investment as core competencies — not side projects — will define the next era. SportsPro Live captured this moment of acceleration perfectly: a crossroads where tradition meets transformation, and where those willing to rethink the fundamentals will shape the games of tomorrow.

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Sector Spotlight 🌟

SPORTS TRAVEL TRENDS

Top Global Sporting Events in 2025 That Travellers Won’t Want to Miss

2025 is poised to be a landmark year for sports tourism, with a dynamic roster of global events that range from Formula 1’s glamourous Monaco and Miami Grand Prix to legacy tournaments like Wimbledon, the Kentucky Derby, and the Ryder Cup. With the sports travel industry on track to reach $2.4 trillion by 2030, attending these events delivers not only thrilling competition but also the chance to engage deeply with vibrant host cities and their local cultures.

Key sporting occasions offer a diversity of experiences—premium travel packages, world-class hospitality, and access to exclusive fan zones—catering to enthusiasts and newcomers alike. Early booking and careful planning are indispensable, as top accommodations and ticket packages are quickly claimed. Integrating sport, spectacle, and tourism, 2025 presents exceptional opportunities for both leisure and business travellers to connect with a growing global community driven by a shared passion for unforgettable live events.

DESTINATION MARKETING

Houston Highlights Sport and Michelin Dining With Focus on Travel Agents

Houston is strategically elevating its appeal in the global travel market, placing a distinct emphasis on sports events and Michelin-level cuisine to drive international visitor interest and economic impact. The destination’s leadership has identified travel agents as “absolutely key” partners in reaching and engaging target audiences, reflecting the enduring importance of their role despite the rise of eCommerce and digital platforms.

The focus on high-quality gastronomy and major sporting occasions positions Houston as a competitive, multifaceted destination, offering diverse experiences beyond traditional tourism. As the city accelerates its efforts, proactive collaboration with travel agencies is set to amplify both bookings and brand awareness, ensuring that Houston remains top-of-mind for leisure and business travellers seeking innovation and excellence.

LUXURY SPORTING EVENTS

Experience Preakness Stakes 2025 in Unmatched Luxury and Exclusive Hospitality Packages

The 2025 Preakness Stakes at Pimlico Race Course marks a pinnacle event for horse racing aficionados seeking a premium experience, with its 149th edition promising unparalleled hospitality and exclusive entertainment. High-end packages such as the Finish Line Suites, Turfside Terrace VIP Enclosure, and Palm Club VIP Tables offer discerning guests tailored luxury, including gourmet cuisine, private lounges, and optimal race viewing—each catering to distinct preferences and guaranteeing maximum comfort and exclusivity.

Beyond hospitality, this year’s event introduces lucrative betting opportunities, highlighted by an unprecedented $25 million prize purse and a $5 million sweepstake for the innovative 1st Grand 3 PickEm Challenge. These enhancements underscore the event’s forward-looking evolution, positioning the Preakness Stakes as both a centrepiece of opulent sporting tradition and a platform for thrilling, high-stakes engagement, reflecting the growing emphasis on immersive, premium experiences within the global eCommerce of sport hospitality.

LUXURY SPORTS TRAVEL

Luxury Sports Travel Delivers Bespoke Experiences For High-Net-Worth Global Clients

Luxury sports travel is emerging as a prime growth sector, fuelled by affluent travellers seeking bespoke experiences that unite their passion for elite athletics with high-end hospitality. With sports travel now accounting for 10% of global tourism spend and projected to reach $1.3 trillion by 2032, travel advisors are capitalising on this momentum by offering VIP ticketing, private transfers, luxury accommodations, and curated city experiences beyond the sporting events themselves.

The key to success lies in robust partnerships with trusted on-the-ground providers, enabling advisors to secure exclusive access and elevate each itinerary with seamless service and unique add-ons—be it yacht parties at the F1 Grand Prix, personalised Olympic journeys, or VIP Super Bowl tailgates. This strategic approach not only enhances client satisfaction but also positions advisors to harness significant referral-driven business in a booming eCommerce landscape.

BRAND ENGAGEMENT STRATEGY

Luxury Brands Embrace Sports for Deeper Consumer Connection and Cultural Relevance

Luxury brands such as Ferrari, Chanel, and Louis Vuitton are strategically aligning with the sports sector, recognising that contemporary consumers value experiences and well-being as much as status symbols. The global rise in wellness consciousness has made engagement with sport a central pillar for connection, cultural relevance, and long-term brand loyalty. Major initiatives—such as Ferrari’s community-driven marathon, Chanel’s partnership with heritage sporting events, and Louis Vuitton’s human-centric storytelling—demonstrate a focused response to changing consumer expectations.

Furthermore, technology and personalisation are driving systemic change, with Apple and Oura leveraging health platforms and gender-responsive design. This evolution moves luxury beyond product-centric models, positioning sport and wellness as vital opportunities for authentic engagement and differentiation. The sector’s rapid growth, projected at $115 billion in global sponsorship, signals that embracing holistic health and meaningful experiences is now fundamental to brand strength and leadership in the market.

Editor’s Insight💭

Unlocking New Value: How Luxury Sports Hospitality Can Transform Regional Theatres

In the world of sports production, the lines between event logistics, hospitality, and cultural engagement are blurring faster than ever. Senior decision-makers at luxury travel and sports hospitality firms are no longer just moving people—they’re curating experiences that blend exclusivity with local authenticity. For production professionals, this shift is more than a trend; it’s a strategic opportunity to redefine value for both clients and communities.

Imagine a scenario where a Formula 1 weekend isn’t just about the race, but includes private theatre performances for VIP guests, or where a Wimbledon package offers backstage access to local cultural landmarks. These aren’t just add-ons—they’re differentiators that elevate the guest experience and deepen relationships with both athletes and sponsors. The logistics are complex: international travel, accreditation, and compliance must be seamless, but the payoff is significant. By integrating regional theatres into high-end sports itineraries, companies can unlock new revenue streams, support local economies, and offer clients something truly unique.

The real insight for production teams is this: partnerships between luxury sports events and cultural venues aren’t just about filling seats—they’re about creating stories that resonate. The most successful operations managers and tour leads are those who see beyond the event itself, leveraging local assets to craft immersive, memorable journeys. In a market where every detail matters, those who innovate at the intersection of sport, culture, and hospitality will set the pace for the industry’s next act.