BEYOND is excited to announce that we are in the process of acquiring Fortius AG. With Fortius having recently delivered the EURO 24 through their joint venture, “2024 Hospitality Experience”, the acquisition dovetails exceptionally well with our plans for the future and it represents great strides in our growth story - uniting us with more who share our vision of elevating the tournament experience for event owners, rights holders, sponsors and fans by connecting and uniting through sport and the spectator experience.

As part of this acquisition, we will be integrating some Fortius team members into BEYOND, a few of whom have worked with us in the past, and all professionals who are veterans in acquiring rights, sales and delivery of hospitality for major events. See the New Starters and Staff Changes section for all the details.

As you know, we’ve landed the coveted rights to the Official Hospitality Programme for the FIFA Club World Cup 2025™, and we are “full steam ahead” in prep for the fantastic hospitality we will be offering.

There are many things on the go – from digital, to logistics, to catering – but here are a few milestones worth noting: The Steering Group meetings kicked off in late January, and we launched priority sales to the stadiums. General web sales will start in early March.

Additionally, the Production and Ticketing teams have recently returned from a packed schedule of stadium inspections with only Philadelphia outstanding. The Opening Match takes place on 14 June, so mark your calendars!

Abby, Hayley & Jonny

Alfredo

Carol

Guillermo

Ana

Hayley Winning and Abby Lambert will be bolstering the Sales teams for international and UK-specific projects. They’ve both joined in the capacity of Sales Manager and hit the ground running in early January. So great to see the team “back together” and growing.

Carol Byrom has (finally) officially joined us in the role of Office Manager for BEYOND, at the Wilmslow offices. And Guillermo Marin joins as a Customer Services Representative. Welcome Carol and Guillermo 😀.

The Ancillary Services team is also growing, so please extend a welcome to Alfredo Arias, Senior Air Services Manager who joined us in January.

Ana Cristina also joins our US team as HR Manager.

Max and Thomas

Oliver, Tobias and Ile

Max Mueller and Thomas Lessenich have joined the Senior Management Team and are currently leading on BEYOND’s response to the Euro RFP. Oliver Gerst will be joining as Director of International Sales, Tobias Grenacher joins as Head of Sales for Europe and Ile Mitev as Sales Manager. Welcome all!

Sarah and Charmaine

Fernando and Igsaan

Sarah Keep and Charmaine Reimers have joined our Digital and Social Media Team over in sunny South Africa as Social and Content Media Creation Officer and Pre-Sales Web and Social Coordinator, respectively.

And finally, Fernando Abellan and Igsaan Baradeen are stepping into new roles, Director of Key Account Management and Senior Key Account Manager respectively. We wish them well in these roles.

We said goodbye to Ali Saad at the end of January and wish him well in his new endeavours. Ali was instrumental in the huge success achieved by MATCH Hospitality in sales to the domestic market for 2022 and his energy and commitment to our cause will be missed.

However, Ali will continue to assist us with certain matters and our paths are sure to cross again as we continue to establish initiatives to expand BEYOND in Qatar and the GCC markets.

When we’re recruiting new staff and advertising new opportunities, you’ll find them on our Careers page on the BEYOND website. Keep an eye out for these for your own career development or to share with your network if you know brilliant professionals who would like to join us in shaping the future at BEYOND.

As you may know, we implemented Salesforce for BEYOND customer relationship management (CRM). This has allowed us to centralise data and get a better view of our customers; who they are, how they purchase and how we are interacting with them. While the roll-out was challenging and timelines were crunched ahead of CONMEBOL Copa América USA 2024™, so far we have managed to send over 500,000 emails from Marketing Cloud, and through the integration of Sales Cloud, Service Cloud and Xero we have been able to streamline lead generation, product and inventory management, data integration customer profile and case management. The bottom line is that it allows us to engage with our customers better pre-sale, in-sale and post-sale and for us to generally just be better.

Next on the hit list is the onboarding of FIFA Club World Cup™. We will also be adding live chat, survey management and improving our sales engagement by introducing things like lead scoring.

Well done to all the team members who have worked so hard on this exciting project.

We recently had a great mention in British GQ via a writer that was a guest in the Liverpool FC Founders Lounge. As part of a review of the lounge, in a wider piece, they wrote: “Shout out to BEYOND Hospitality Group for the immaculate vibes”. If you want to see an overview of the press clipping from Founders Lounge coverage, click here.

Earlier this month we also shared our exciting FIFA Club World Cup 2025™ appointment news with the press via an initial PR campaign. This is just the start of the plans we have in this regard, not their entirety, but for a selection of some of that media coverage, click here.

In 2024, BEYOND Hospitality experienced remarkable growth and success across social media platforms, solidifying our digital presence and driving significant engagement with our target audiences. Here’s an overview of the key highlights and achievements:

2024 was a transformative year for BEYOND Hospitality's social media presence, marked by growth in followers, enhanced engagement, and increased visibility. These results reflect our commitment to creating high-quality, audience-driven content that resonates, inspires, and converts.

We’re excited to see what 2025 has in store for us!

... if your team or department has an announcement, a new starter, or achievements that deserve to be celebrated, please consider sharing it for inclusion in a future newsletter. You can send a mail to: newsletter@beyond-hospitality.com

©2025 BEYOND Hospitality Group Ltd