Sports Entertainment Tours is expanding its footprint with the travel trade after starting to work with agents in spring 2024. The operator, which has an Atol and is a member of the Travel Trust Association, offers packages to major sporting events as well as gigs.
The brand was established in 2021 and says it benefits from ties with sister company Sports Pro Travel, which provides professional teams with travel itineraries.
John Boyde, managing director, said: “Behind the scenes, we’re continually negotiating with our industry partners to source unique packages, whether it be a Premier League game in Liverpool, an F1 race in Abu Dhabi, a New York Knicks game at Madison Square Garden or Taylor Swift in London.
“In the past 18 months alone, we’ve seen significant growth across our core markets servicing corporates, the general public, the travel trade and groups seeking unique events with outstanding hospitality.”
The brand boasts direct links with more than a dozen professional sports teams in the US.
Sports Entertainment Tours works with most independent agencies in Northern Ireland and some in the Republic, as well as “hundreds” of homeworkers. It has a dedicated agency sales team and pays standard 10% commission.
“At the beginning of 2024, we were working with a select group of agencies in Northern Ireland,” said travel trade manager Jordan McCluskey.
“By the end of the year, we were working with the majority of independent agencies across the country, along with many home-based agents throughout the UK and several agencies in the Republic of Ireland.
“As we look to the second half of 2025 and beyond, a major focus for us will be supporting growing demand from agencies across England, Scotland and Wales who are only now beginning to hear about our unique offering.”
