Hospitality assets have seen a significant uptick in deals over the past year, as more than 3K brands leveraged these resources to enhance their brand presence––a notable increase from less than 2K in 2021. 

Half of these 3K-plus brands have hospitality deals across US major pro sports, with financial brands leading the way with 15% of these deals—like Bank of America, which partners with the Houston Texans, Atlanta United FC, and the Kansas City Royals to secure exclusive suites in their stadiums. Prominent brands like Michelob Ultra and Ford have also been especially active on the hospitality front in the last year. Brands are increasingly acquiring suites in stadiums—over 1K in 2023—a strategic move that allows them to offer exclusive, premium-hospitality experiences for both employees and clients—enhancing business relationships and building brand equity in the process.

The Event Day Special Experience asset ranks high on the list as one of the most impactful Hospitality options, as brands vie to harness the power of partnerships to create unforgettable, once-in-a-lifetime moments that deepen customer engagement and cultivate brand loyalty. Case in point: the San Francisco 49ers recently partnered with Bud Light to champion first responders by offering a pair of Super Bowl LVIII tickets to a reserve police officer who’d served more than 40 years. The team then followed up with a Mattress Firm partnership that offered fans the chance to win tickets to the Week 18 game, while also having a “staycation experience” in the City by the Bay. 

Being a season ticket holder also comes with benefits. In collaboration with TicketMaster, the Vancouver Canucks offer a unique opportunity to this select group: the chance to sound the siren during intermissions. As proponents of fan engagement, the Canucks, in partnership with the British Columbia Lottery Corporation, also extended the honor of ringing the bell at the beginning of certain games to a community hero.