Case Study - Rights Holders - Commercialisation & Investment
Ticketing & Hospitality
Our Challenge
FIFA sought to ensure potential venues met the minimum requirements aligned with the new hospitality strategy and the commercial structure for women’s tournaments.
FIFA was developing its 2023 Women’s World Cup ticketing and corporate hospitality strategy and sought to ensure potential venues met the minimum requirements aligned with the new hospitality strategy and the commercial structure for women’s tournaments.
Given that a tournament of this scale had never been held before in Australia or New Zealand, it was crucial for FIFA to understand the broader hospitality landscape and the propensity to pay, considering the event's rarity.
Our Solution
Gemba conducted a Price Choice Modelling Study, analysing a range of proposed packages across the Australian and New Zealand markets.
The 2023 Women’s World Cup presented a unique proposition, with few comparable events in Australia and New Zealand to draw market context from. Existing hospitality programs provided some insights, but women's hospitality programs were relatively new, making it essential to understand demand and price elasticity.
To ensure FIFA had the correct inputs for its Hospitality Strategy, Gemba conducted a Price Choice Modelling Study, analysing a range of proposed packages across the Australian and New Zealand markets. The research identified the ideal packages and the features likely to drive the highest demand and premium pricing. This study was designed to gauge the willingness of corporate hospitality decision-makers to pay for packages at the upcoming World Cup.
Additionally, Gemba conducted an in-depth analysis of the Australian hospitality and ticketing market to inform planning and strategic decision-making leading up to the tournament. This comprehensive approach ensured FIFA had a well-rounded understanding of market dynamics and customer preferences.
Partnerships
Working With Global Brands
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