STH Japan signs multi-year deal to market and distribute Formula 1 Paddock Club Tickets in Japan

STH Japan is delighted to announce a multi-year agreement with Formula 1 for the promotion and sales of Formula 1 Paddock Club Tickets in Japan. The agreement, which takes effect in 2021, follows the announcement that the Japanese Grand Prix will remain at Suzuka Circuit for at least another three years. The deal is part of the strategic and long-term commitment by both F1 and STH Japan to grow the popularity of sports hospitality in this market. Japan already has an avid fanbase, and with exciting young talent Yuki Tsunoda becoming the first Japanese driver on the F1 grid since 2014, both sides see clear opportunities to grow the popularity of the sport even further.

Kate Beavan, Global Director of Hospitality and Experiences at Formula 1, said:

“Japan holds a special place in the hearts and minds of F1 fans all over the world. I am thrilled at the prospect of bringing the colour, noise, atmosphere and excitement that is Paddock Club to a growing fanbase in Japan as a result of this partnership.”

David MacCallum, Commercial Director for STH Group, said:

“We are really excited to be working with Formula 1 as the authorised distributor for Paddock Club Tickets in this region. The Japanese market has shown significant appetite for sports hospitality products and together with Formula 1 we hope to shape the future of this industry in Japan. We look forward to offering our customers the opportunity to experience the pinnacle of sports hospitality at one of the most iconic circuits on the F1 calendar.”

Founded in 2017, STH Japan is a Joint Venture between STH Group and JTB that was initially incorporated to manage and deliver the exclusive hospitality programme for Rugby World Cup 2019.

Since its foundation, STH Japan has grown with ambition to secure a long-standing and excellent reputation in Japan. The company takes pride in providing Japanese fans and corporate clients access to the most exclusive hospitality and travel experiences at the biggest sporting events in the world.