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The FIFA World Cup and the Rise of Experience Rights

As digital content becomes abundant and A.I. reshapes media consumption, premium hospitality, exclusive access and immersive fan experiences are emerging as some of the industry's most valuable growth engines.

Ask someone to name the best thing they have ever bought. Many people will mention a car, a watch, a home, or another meaningful purchase. Then ask a different question: What was the greatest experience of your life? The answer almost always changes. People smile. Their energy changes. They begin telling stories. They remember who they were with, where they were, and how they felt. It might have been watching the FIFA World Cup with their father, taking their children to their first Olympic Games or celebrating a Super Bowl win with lifelong friends. The memory returns in vivid detail because moments like these become part of who we are. Very few people describe an object that way. That difference says a lot about how we define value. 

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For many years, the commercial engine of major sporting events was straightforward: sell tickets, negotiate media rights and secure sponsorships. Today, a growing share of value is created through hospitality, premium access and curated experiences that extend far beyond the seat in the stadium. For organizers, team and host cities, the experience itself is increasingly becoming the product.  

That evolution mirrors a broader shift in luxury. For decades, luxury was measured by what people owned. Now, it is increasingly defined by what people experience. A recent McKinsey & Company study found that consumers across all income segments overwhelmingly prioritize luxury experiences as the ultimate indulgence. More people are choosing memories over possessions because experiences satisfy something that products cannot. 

That consumer preference is reshaping revenue models across sports and entertainment. Premium hospitality packages, VIP experiences, behind-the-scenes access and destination........

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