In July 2016 STH was appointed as the exclusive hospitality provider for the IAAF World Championships 2017 by the Local Organising Committee of the event, London 2017.

The IAAF World Championships was the biggest global sporting event of 2017, held in London for the first time at the Queen Elizabeth Park London Stadium, home of the London 2012 Olympic Games. The 2017 World Championships was the 16th in the event’s 34-year history and saw the world’s most high-profile athletes compete, including Usain Bolt and Sir Mo Farah.

The event broke records as the biggest IAAF World Championships in history with more than 660,000 tickets sold – far exceeding the previous attendance record of 417,156 sold for the 2009 event in Berlin.

Our Role

STH was appointed as the exclusive provider of hospitality for the IAAF World Championships. As the biggest athletic sporting event on British soil since London 2012, this was seen as a unique opportunity within the UK hospitality industry for businesses to solidify their client relationships and for consumers to experience premium hospitality at a global sporting event in an iconic location.

The STH operations team worked closely with London 2017 to design and deliver a premium in-stadia hospitality experience. For the first 100 purchasers of the Diamond Package this included an exclusive, behind-the-scenes tour before the in-venue hospitality suites opened. The tours were conducted by former athletes, include Greg Rutherford and Jason Gardener, who gave unique insights into the competition areas, which for the first time ever allowed guests to see the athletes’ final call area, walk the 100m straight and have a a photo opportunity on the podium.

A key pillar of STH’s promotional strategy was the development of a set of brand guidelines to create consistency across all marketing collateral and messaging. Integrating into the London 2017 brand look and feel was a key component of this, which allowed STH to position and promote the hospitality programme as an official part of the IAAF World Championships.

We also developed a content creation strategy that raised awareness of the availability of hospitality packages to purchase, and provided compelling reasons to do so. This included blog content, a series of videos with our Official Ambassador, Jonathan Edwards CBE, 360 degree images of the hospitality suites and infographics around the event. All marketing activity drove inbound leads to the dedicated sales team who worked with customers to create the hospitality experience that best suited their requirements, whether corporate or personal.

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