Longtime hospitality guru Jamie Byrom founded Beyond Hospitality in December 2023. The DFB deal also marks a return to familiar territory with FIFA events. Byrom previously led Match Hospitality, where FIFA was the flagship client and cornerstone of the business.
The first match under the new DFB deal will be a Women’s World Cup qualifier against Slovenia in Dresden on March 3, with the federation saying it is designed to “further develop hospitality as a holistic matchday experience”, with a particular emphasis on digital presentation and engagement.
Matches of the German national teams or a DFB Cup final are much more than just 90 minutes of football,” said Byrom. “Our goal is to work with the DFB to create a hospitality experience that brings match day to life in all its facets – exclusive, high quality and with an impact that lasts long after the final whistle.”
Director of partnerships and sales Henning Wetzer pointed to Beyond Hospitality’s “international experience, new ideas and large network,” as well as an approach shaped by a genuine affection for both German football and the matchday experience.
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