Corporate hospitality at sporting events remains one of the most effective relationship-building tools in Australia, yet the standards and expectations surrounding it have evolved significantly. In 2026, simply securing access to a private suite at the AFL , NRL , Supercars or a major motorsport event is no longer enough to create meaningful impact, the brands achieving measurable ROI are those that approach sporting event corporate hospitality as a structured strategy, ra

In just a few short years, SailGP has gone from an ambitious concept to one of the most commercially compelling properties in global sport. Built around national teams racing F50 foiling catamarans at breathtaking speeds, SailGP is not simply a sailing competition, it’s a masterclass in how modern sport can be engineered for growth, broadcast appeal, brand activation and premium experiences.  The high speed growth story behind SailGP offers powerful lessons for brands, rights

From the final edition of the Sundance Film Festival in Park City to the cultural force that is Super Bowl , the beginning of 2026 delivered two of the most important stages in experiential marketing . Events with different audiences, different scale and different energy, yet when you strip it back, both events revealed the same shift, brands are no longer simply just showing up, they are deeply ingrained in the ecosystems of the events. Sundance operated through intimacy,

Every January, Melbourne transforms. The city shifts pace, the energy lifts, and the Australian Open becomes far more than a tennis tournament. It becomes a case study in how to design, operate and deliver a truly world class live experience.  What makes the Australian Open remarkable is not just its scale, but its intentionality. Nothing feels accidental. From the moment guests arrive, the experience unfolds in a way that feels intuitive, welcoming, and considered. That doe

Corporate hospitality suite trends for 2026 are shifting towards intentional design, VIP hosting, and ROI-driven experiences. Discover what matters most and how brands are using corporate hospitality to build stronger relationships at major events.