The global image of corporate hospitality has substantially improved in the 5 years since 1995, although some sectors, such as football, still suffer from potential 'fan backlash'. Corporate hospitality is increasingly part of the marketing mix of client companies and is becoming less sensitive to economic downturn. The quality of the products and services delivered has improved. Spectator sports are the most popular corporate hospitality events. Spectator sports also attract large sponsorship packages which generate corporate hospitality seats, although the borderline between sponsorship and corporate hospitality is difficult to determine.
Football draws the largest number of corporate hospitality guests.
Customers' tastes follow a set pattern. Traditional, high-profile sporting events remain at the top of the preference table, while more fashionable events have higher growth rates during phases of steady economic activity. In the last 2 years, major restructuring has occurred in the industry. The demand from client companies for more value-added, corporate activities and events to be integrated into global marketing solutions has led to important mergers between the major players. Much of this growth will be generated by spectator sports.