Business leaders who entertain understand that today’s B2B relationships are forged through personal connection rather than digital communication alone. According to a report by Accor, 85% of professionals expect a 36% revenue increase when critical meetings happen face-to-face, demonstrating how personal experiences provide rare moments of genuine and authentic connection driving deals, client retention, and customer lifetime value.
Let’s explore how the Allianz Stadium‘s standout hospitality spaces at the upcoming Autumn Nations Series or Guinness Men’s Six Nations, can drive tangible business returns for senior management teams.
The East Wing: Prestige That Protects High-Value Revenue
For those managing top-tier clients or strategic accounts, The East Wing serves as an asset designed to reduce churn and solidify trust. Featuring pitch-view tables, exceptional service, and menus designed by Michelin Star chefs, this environment enables business to be conducted with quiet confidence and total attention to detail.
Bain & Company research demonstrates that increasing client retention by just 5% can lead to profit increases of between 25% and 95%. The East Wing for England v New Zealand creates an atmosphere where clients feel valued and prioritised. The exclusivity of the setting sends a clear message about partnership value rather than transactional relationships.
The Lock: Turning Rapport Into Revenue
The Lock provides a sophisticated, modern space where deeper relationships are cultivated over a meticulously designed fine-dining culinary adventure. It’s ideal for those looking to accelerate opportunities or reinvigorate long-standing partnerships. With access to former players, exceptional match views, and a beautifully designed interior, an experience in The Lock for England v Australia transforms business engagement into business momentum.
HubSpot findings reveal that 89% of professionals believe in-person meetings are essential to closing deals, making face-to-face experiences critical to business success. Furthermore, event-led connections improve customer satisfaction and increase repeat purchase likelihood by over 90%, showing how shared moments watching gripping sporting contests can spark breakthrough ideas that open new revenue conversations.
British Airways Rose Garden: An Informal Setting To Accelerate Growth
A day in the British Airways Rose Garden for England v Ireland during the Guinness Six Nations offers an ideal blend of upbeat energy and strategic value. With live music, gourmet street food, and a rooftop-style setting, it’s a space where networking is spontaneous, conversations are free-flowing, and business ideas often change hands mid-laughter.
The ROI of less formal hospitality is often overlooked, but Splash research indicates that 52% of business leaders believe event marketing delivers better returns than any other channel. For those aiming to build their pipeline, increase brand affinity, or nurture long-term prospects, the British Airways Rose Garden offers high returns at a lower barrier to entry.
Allianz Suite: Controlled Environments for Critical Conversations
There are moments in business where privacy, precision, and control are non-negotiable. The Allianz Suite for England v Wales is built for those moments. Whether it’s a discreet conversation about a strategic alliance or a confidential debrief before finalising a deal, the suite with its relaxed lounge and all-day chef’s grazing station offers a premium, private environment where every detail reflects your company’s commitment to quality and service.
The Event Marketing Institute reports that 85% of businesses see an uplift in sales following a live event – particularly when decision-makers are involved. When hosting in an intimate and refined space like the Allianz Suite, those conversations become more impactful, more memorable, and far more likely to deliver commercial results.
Investing in Outcomes, Not Just Occasions
Client entertainment focuses on influence. It’s about giving your business the space and context to make deeper connections, drive loyalty, and close opportunities.
Keith Prowse designs every hospitality experience to support a different stage of the client journey. With over forty years of experience delivering client entertainment events at the Home of Rugby, as Principal Sales Partner to England Rugby Hospitality, the company understands how to amplify your day by removing distractions and handling every detail, allowing you and your guests to fully immerse themselves in world-class hospitality.
Explore the hospitality collection for England’s 2025 Autumn Nations Series and 2026 Guinness Men’s Six Nations matches here, or request a call back back from their expert team to discuss the available options.