The DFB is set to revolutionize its “premium experience” strategy by partnering with UK-based Beyond Hospitality, a firm led by industry veteran Jaime Byrom. This three-year agreement officially ends the association’s tenure with Sportfive, shifting the focus toward a more holistic and digitally-driven matchday experience. The deal covers a wide range of elite events, including men’s and women’s national team games, both DFB Cup finals, and the Women’s Supercup. The new era kicks off on March 3 in Dresden, during the FIFA Women’s World Cup qualifier between Germany and Slovenia.
The DFB’s objective is clear: to move beyond the traditional 90 minutes of football and create an exclusive, high-quality atmosphere that resonates long after the final whistle. Beyond Hospitality, founded in late 2023 after Byrom’s successful run with Match Hospitality (FIFA’s long-term partner), was selected for its innovative approach and vast international network. This move is part of a broader commercial refresh for the DFB, which recently integrated the Kore platform via the Two Circles agency to streamline its sponsorship programs.