Meetings & Events
In today’s business environment especially in the United States. Corporate growth is built on trust, not transactions. In decision-making, product features and pricing alone rarely determine the final outcome. Instead, what truly strengthens long-term business loyalty is the depth of human connection and the ability of a company to convey its mission, culture, and brand story in a way that resonates emotionally. For companies seeking to create meaningful engagement, corporate hospitality has re-emerged as a strategic tool. Whether it’s receptions, incentive travel, VIP client events, or team-building programs, the goal is the same “bring people closer and build trust through shared experiences.”
Among the many forms of corporate hospitality, sports hospitality is currently the fastest-growing and most influential.
Sports hospitality refers to hospitality programs that give clients, employees, and partners the opportunity to share “special experiences” at sports events. In the United States, this is often described as a Strategic Relationship Asset which is a form of experiential investment designed to strengthen business relationships.
According to Fortune Business Insights, the sports hospitality market continues to expand:
Source: https://www.fortunebusinessinsights.com/sports-hospitality-market-113100
Major U.S. professional sports including the NFL, NBA, MLB, and NHL drive this growth, along with international competitions such as Formula 1, the Olympics, and the World Cup.
Across the United States, sports hospitality is already deeply integrated into corporate engagement strategies. Many companies purchase premium suites or VIP seating not only for customer entertainment but also for employee recognition and partner relations. The reason is simple, sports hospitality consistently delivers the return on relationship (RoR) from stronger client loyalty to improved employee motivation.
One of the most recognizable examples is American Express, which operates exclusive VIP lounges and suites at the US Open Tennis Championships. By combining premium viewing with curated dining and branded experiences, the company uses sports hospitality as a high-value loyalty initiative for its cardmembers.
Importantly, sports hospitality does not always require large-scale investment. Even small, meaningful experiences such as hosting clients at an MLB or NBA game can significantly strengthen relationships and employee engagement.
In practice, within the manufacturing sector—particularly in industries such as automotive, machinery, electronics, and semiconductors—sports hospitality is recognized as a corporate initiative that fosters organizational cohesion, and is widely employed for incentive programs and distributor recognition events. From an external engagement perspective, it is expected to drive sales by strengthening relationships with distributors and other partners. From an internal engagement standpoint, it serves to elevate employee morale, thereby enhancing overall productivity.
Moreover, as demonstrated in the aforementioned case of American Express, the financial and insurance sectors have also widely adopted sports hospitality as a strategic tool to enhance engagement with members, investors, sales personnel, and agency partners.
Concurrently, the movement of individuals centered around sports—such as “sports tourism,” where fans travel to support their favorite teams or athletes—is experiencing rapid growth.
Key idea: The essence of sports hospitality is not in providing comfort or luxury, it is in sharing emotional experiences.
Unlike traditional hospitality services, which focus on amenities and service quality, sports hospitality offers something unique:
At a sports event, everyone shares the same moment together. This creates emotional trust, which transcends culture, regardless of role, and language. It builds relationships that cannot be created through contracts or presentations alone.
In the United States, this philosophy is deeply rooted:
“Business is built on experiences, not just contracts.”
Sports hospitality is therefore more than a ticket to a game, it is a strategic relationship investment, enabling clients, employees, and partners to connect through shared values and memorable moments.
With more than 60 years of experience in hospitality, corporate events, and incentive travel, JTB USA designs and delivers strategic sports hospitality programs that align with corporate objectives.
JTB USA’s approach centers around maximizing the Return on Relationship (RoR), the true measure of hospitality investment.
JTB delivers exceptional sports experiences through its partnerships with MLB and the Los Angeles Dodgers. As part of these efforts, JTB announces the official launch of World Baseball Classic Experiences powered by JTB, the exclusive provider of premium hospitality and travel packages for the 2026 World Baseball Classic™.
The
2026 World Baseball Classic™ / World Baseball Classic Experiences - the premier game viewing with high-value business hospitality for corporate and group clients - offers more than just an event. It creates a unique opportunity to build deeper relationships with a wide range of stakeholders—domestic and international clients, agencies, employees, and more—through shared emotional experiences.
JTB USA offers a variety of packages, primarily centered around the U.S. and Mexico national teams.
For more information, please feel free to contact us using the details below.
Contact | JTB USA Meetings and Events
