This is Buying Sideline — the only newsletter that focuses solely on the business of sports hospitality.
Big week. Let’s get to it.
In the email today:
The Italian football club Como 1907 is putting a distinctive spin on the premium sports hospitality experience. By pairing an elevated Serie A matchday with the spectacular views of Lake Como, the club is using its scenic location to offer premium experiences that go well beyond traditional premium hospitality.
At the match, guests have the ability to select from pitchside warm-ups and restricted-access tours, but the real story here is what is possible away from the stadium.
Private city tours by vintage Fiat 500, Italian Vespa, Ape-car, or wooden speedboat
Guided Villa tours
Premium matchday seats
Official Como 1907 gift box
Various luxury hotel stays
In practice, the Serie A becomes just one element of a more wide-ranging luxury vacation, one that draws in lake living and Italian culture with unique dining and transportation options.
Our Take: Como 1907 is leveraging the organic appeal of its destination, one that just so happens to be one of the most sought-after luxury travel destinations in the world, and pairing it with Serie A action to create a rounded experience.
Increasingly, franchises are asking how they can utilize what is most unique about their cities — whether it be food, attraction, or geography — to increase fan spend prior to, during and after the game (or, in this case, match).
✋ St. Andrews And Miami Open Highlight The Value Of Scarcity
Is your dream to play at St. Andrews? Well it just became a lot easier if you’re an Amex cardholder.
Amex is partnering with the exclusive Scottish club to offer premium golf packages for eligible Platinum and Centurion cardholders starting in 2027 - which includes the Old Course. Pull trolleys and commemorative photography also included. The application process ends September 9th and gives Amex members exclusive access before St. Andrews releases their Swilcan Package for all-comers.
The Miami Open is taking a page out of the Flushing Meadows playbook and creating two previously underutilized parts of Stadium Court and turning them both into 4,000-square-foot, 150-person premium spaces called “The Pavilions”. The all-inclusive package will include wine, champagne, beer, non-alcoholic drinks and curated food, plus bars, lounges, art and TVs. Fans who buy the Living Room ticket will receive access to the 72 Club and Casa Tua.
The release says, “the new structures cater to the tournament’s growing demand, offering fans a more immersive viewing experience by bringing them closer to the court.”
The tournament drew 420,000 visitors in 2026.
Our Take: Premium customers continue to show they want to be involved whether that is by participation or proximity. At St. Andrews it’s playing the Old Course and at the Miami Open it’s being steps away from the action. And now you have hospitality layered on top of it, while importantly not effecting inventory or ordinary seating.
That was my experience at the US Open earlier this week. Access felt premium when reservations were gone in 10 minutes. The F&B, atmosphere, and hospitality were all seamless. But the best part of the experience wasn’t on the menu: getting out of the rain and away from the crowds for an hour.
We continue to see stadiums and arenas creatively maximizing their space to build new inventory. Expect a lot more of it.
Valencia CF won’t open its doors to Nou Mestalla, a new stadium that features a staggering 6,500 hospitality seats (roughly 10 percent of its total capacity), for another year, but demand for such inventory is already through the roof.
Along with Legends, the club is developing one of European soccer’s most aggressive hospitality offerings, positioning the venue to create a year-round ecosystem for business development and corporate events.
Three tiers of premium packages that span a minimum of four seats and six-season contracts, have already sold out. What’s more, the current ticket demand is strong enough that the only way to get in the door next season is through the remaining hospitality inventory.
🔗 Sports Hospitality Links
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See you on the field.