RUGBY WORLD CUP 2015:
THE MOST PROFITABLE HOSPITALITY PROGRAMME IN RUGBY WORLD CUP HISTORY

BACKGROUND

In 2015 the Rugby World Cup returned to England, the home of Rugby. Teams from 20 nations played 48 matches at 13 venues across England and Wales.

The tournament closed with New Zealand crowned champions for the third time, having previously won the Webb Ellis Cup in 1987 and 2011.

This was the biggest ever Rugby World Cup with a total of 2.3 million tickets sold and more than 400,000 international visitors travelling to England and Wales for the tournament.

OUR ROLE

In 2010, STH Group was awarded the exclusive travel and hospitality programme rights for Rugby World Cup 2015 in England and Rugby World Cup 2019 in Japan.

We widely promoted the programme as part of a two and a half year marketing campaign that carefully matched our segmented audience against relevant package type. Our in-house sales team focused on converting leads generated by the marketing activity and the growing global database.

Our operations team worked closely with the tournament’s organising committee to deliver a seamless hospitality service consistent with Rugby World Cup’s values and standards.

Twickenham stadium was the most important venue for the tournament as it hosted most of the high-profile matches including the Final.

We designed and built a total of seven hospitality areas at Twickenham, including three temporary structures located adjacent to the stadium with a showpiece hospitality suite, The Twickenham Pavilion, capable of holding 3,000 guests.

We experienced unprecedented demand for our range of packages, making the tournament the most commercially successful hospitality programme in Rugby World Cup history.

The success of the hospitality programme was also recognised by the Ticketing Technology Awards who awarded the programme the best Premium / VIP Ticketing Award at the annual Ticketing Technology Awards.

RESULTS

More than 250,000 hospitality guests

Revenues of £170 million generated by travel and hospitality sales

More than 400,000 international visitors travelled to England and Wales for the tournament


Our world class sports and hospitality services ensure spectators can completely immerse themselves in the passion and drama of the occasion and enjoy a shared experience they will remember for a lifetime.

STH is a partner that you can trust. With the strong backing of our shareholders – Sodexo and the Mike Burton Group – the foundations of our business is secure, and their expertise is also called upon when required to further enhance the professionalism and expertise we bring.

We are industry leading, innovative and trustworthy, with a long and enviable track record of consistent excellence across some of the biggest sporting events in the world.