Hospitality Event Feature - Fever Pitch

After their team’s glorious victory four years ago, England supporters wait with trepidation as the 2007 Rugby World Cup approaches, hoping that the boys in white will somehow bounce back from their recent loss of form. With undisputed favourites New Zealand expected to cruise through the tournament, and home team France more than capable of snatching victory, England will have much contend with if they’re to repeat their triumph of 2003. But even if theirs and the rest of the UK and Ireland teams’ bids for glory are thwarted, there promises to be plenty of excitement both on and off the pitch to keep hospitality guests entertained.

The Stade de France in Paris will be the focal point for the tournament, hosting both semi-finals and the final, while other venues include Marseille, Bordeaux and Toulouse. Matches will also be played closer to home – four at Cardiff’s Millennium Stadium and two at Murrayfield in Edinburgh.

In early 2006, Rugby Travel and Hospitality (RTH 07) appointed nine hospitality companies as Official Corporate Hospitality Agents (OCHA). Five of these – Ambro, Cavendish, Mike Burton, Quintus and Sodexho Prestige – are in the UK, with the others being the French-based RWC 2007 Organising Committee, Sportfive, Sportys and the Stade de France.

The nine agents are able to offer four set packages at each stadium, ranging from a Sky Box package, based in a facility within the grounds, to Platinum, Prestige and Premier packages with hospitality facilities outside. The main difference between these latter packages is the quality of seating (Platinum seats are guaranteed category 1 down the touchline) and the proximity of the hospitality facility to the stadia.

No minimum or maximum numbers are imposed, however private tables are only guaranteed in tens, so any more or less than that will have to be shared. All package levels include a drinks reception, a pre-match meal and post-match refreshment, but differ in the quality of what’s offered. For example, a Premier package will include beer, wine and soft drinks on arrival, while the Platinum package offers a more luxurious Champagne and canapé reception. Likewise, food options range from a fork buffet in Premier to a four-course sit-down dinner with fine wines in Platinum.

A complicated pricing structure means that costs vary according to how many games you commit to and how popular each match is expected to be. Base hospitality packages start at around £260, but for crunch games starting prices are much higher. Be warned that prices will undoubtedly rise as the demand for tickets escalates. ‘Follow Your Team’ or linked stadia packages are also available – a package for all of England’s group matches starts at £1,653 a head, while a package for all seven matches played in Paris (including both semi-finals and the final) can cost up to £10,000.

Organising accommodation and travel for your guests will also affect costs. As with most travel arrangements, you will save yourself both time and money if you book as early as possible. Bear in mind that your hospitality provider may have special pre-booked transport as an added option. Quintus (tel: 0870 734 2007), for example, has a number of private Eurostar carriages reserved for its corporate guests. The company also has a strong relationship with Mondiresa, the official accommodation bureau for the event.

As with any major event, you will always find the odd ‘unofficial’ shark keen to make a quick buck. If you find yourself purchasing hospitality from any agent other than those affiliated with an OCHA, you are placing your money and your reputation on the line. Too often, companies purchase unofficial packages and are left red-faced at the gates when the authorities turn their guests away. Be wary of agents offering specific packages such as ‘executive facilities for 50 people’ or ‘hospitality for the Rugby World Cup final only’. It is impossible for any company to offer tickets to the final only, as the only way to obtain them is by purchasing a package including one or both semi-finals.

For those not lucky enough to attend the event itself, a number of corporate screenings will be taking place around London, so there’s no need to miss out on Brian Ashton’s boys defending their title.

Quintus will be screening the crucial England v South Africa match on 14 September at Old Billingsgate, with a Champagne reception, three-course dinner, unlimited drinks and a live band from £159 a head. Keith Prowse (tel: 0845 602 8900) will host a screening of the same match at The Brewery, with packages that include pre-match bowl food, post-match refreshments and beer, wine and soft drinks throughout the evening. Bankside venue Vinopolis (tel: 020 7940 8322), meanwhile, will screen a number of the major matches with a selection of menus and drinks packages starting at £72 a head.

DOs & DON’Ts

DO purchase hospitality packages through one of the official agents

DON’T expect all the hospitality facilities to be located within the stadium. With thousands of corporate guests due to enjoy each match it is impossible to accommodate them all with such limited space.

DO purchase packages as soon as possible as key matches are selling fast. Note, too, that rugby-mad clients will appreciate even the less popular matches, so don’t pass the likes of Tonga vs. Samoa over.

DON’T expect to be able to book travel and accommodation just before the event. Hotel rooms will be at a premium come September, so ask your hospitality agent to make advance reservations.

DO leave plenty of time to travel to the matches. Arriving the night before a game will allow for any potential disruptions or delays on flights and trains.

DON’T expect to be able to watch the final as a single match. The final is linked to one of or both semis. Any hospitality agent offering just the final is unofficial.

Click here for more information on Rugby World Cup hospitality packages.