AFC Asian Cup
The Asian Football Confederation and Lagardere reappointed MatchPoint as exclusive hospitality partner for UAE 2019.
The 2019 tournament was played across eight stadia and four cities - Abu Dhabi, Dubai, Sharjah and Al Ain - from January 5 to February 1.
Sales resource was recruited locally and supplemented by senior MatchPoint sales management and local and international sales agents.
Continual staff engagement and extensive training was a valuable and essential part of the hospitality programme. Overall the combination of sales expertise, local resource and knowledge, and MatchPoint experience of similar events including Asian Cup 2015, enabled the delivery of hospitality that was higher than many sponsor and guest expectations.
Despite some significant challenges over 2,100 corporate guests attended throughout the UAE, generating over AED 4,000,000 of tournament revenue.
MatchPoint created a hospitality programme to attract corporate support and deliver a hospitality experience for dignitaries and tournament sponsors. The challenges were political, cultural, logistical and commercial previously the Asian Cup hadn’t had a formal corporate hospitality programme.
MatchPoint delivered the hospitality sales and marketing plan using its own sales channels in Australia and Hong Kong, and third party sales channels throughout Australia and elsewhere in Asia.
Operationally the fulfillment was lead by our team in Sydney, with expertise brought in as required fromm other MatchPoint offices. The delivery requirements spanned 32 matches in 5 stadia and over 22 days.
Client requirements included dignitaries, VVIPS, and major sponsors as well as Australian Corporates looking for entry level hospitality through to premium corporate experiences. Cultural demands of prayer rooms and Halal cuisine were delivered in conjunction with those enjoying the Australian Barbecue culture.
The programme outcome;
- Serviced 5,200 corporate, sponsor, and VIP guests
- Generated AUD$2,500,000 in revenue
- Delivered AUD$1,225,000 profit to the event
The feedback from the AFC, sponsors, and corporate guests was exemplary and the AFC used the same the template and model for the 2019 tournament in the United Arab Emirates.