Over the past few months, The Padded Seat has had the privilege of shining an exclusive light on EURO 2024 hospitality. From the earliest preparations to the final in Berlin, we’ve been on the ground in Germany, providing fans and industry professionals with an inside look at one of the most significant sporting events in the world.
Our collaboration with SPORTFIVE and Hospitality Experience 2024, the official hospitality provider, allowed us to explore and share premium experiences, behind-the-scenes access, and innovations shaping stadium hospitality.
Our journey began at SPOBIS in Hamburg on February 1, 2024 – one of Europe’s leading sports business conferences – where we got our first insights into how EURO 2024’s hospitality would take shape.
A key theme of the event was sustainability, with the tournament committing €32 million to ecological, social, and economic initiatives. Public transport incentives, infrastructure adaptations, and a dedicated climate fund supporting amateur clubs were all measures designed to make EURO 2024 the most sustainable edition yet.
Sustainability in stadium hospitality is often discussed but rarely executed at this scale. Seeing a framework backed by real investment and long-term planning was a major highlight. With venue-specific sustainability managers and integrated public transport benefits, the tournament set a benchmark that future events worldwide could follow.
SPOBIS also gave us our first close-up look at the Henri Delaunay Trophy and an opportunity to engage with industry leaders who would be shaping the fan experience at EURO 2024.
Adding to the experience, The Padded Seat – more accurately, our founder Kyle – was invited on stage to share insights on reviewing hospitality. We were asked what we specifically look for when evaluating matchday experiences and how the evolving expectations of fans and businesses influence our approach. This was a fantastic opportunity to highlight our perspective on premium stadium experiences and how we aim to bring valuable insights to both fans and stakeholders.
On March 15, 2024, we attended a test event in Düsseldorf, where we saw how EURO 2024 branding and hospitality would translate inside a stadium setting.
Large EURO 2024 graphics were recyclable and designed for easy installation/removal, reinforcing the commitment to reducing waste. A giant map of Germany, showcasing the ten host stadiums, visually captured the scale of the event.
Interactive elements, such as table football and framed shirts representing competing teams, added an engaging touch to matchday decor.
Meanwhile, a catering showcase gave us our first taste of EURO 2024 hospitality—literally. Chefs demonstrated how meals would be prepared and presented, and we sampled dishes that would be served throughout the tournament. The emphasis on regional culinary identity was striking; rather than a one-size-fits-all approach, hospitality was tailored to different guest profiles, whether corporate clients, families, or die-hard fans.
This focus on personalisation was evident across seating arrangements, concierge services, and matchday layouts. The test event showed us how stadium hospitality is evolving beyond premium seating and dining to a more curated, immersive experience.
On March 26, 2024, we traveled to Frankfurt for Germany vs. Netherlands at Deutsche Bank Park, marking our first chance to experience EURO 2024 hospitality in a live match setting.
Until this point, we had seen hospitality spaces in their pre-event form. Now, we observed how service adapted to the real-time energy of a major international fixture.
Seeing lounges in action—how staff managed service flow, how the experience felt for guests amid a live crowd—was invaluable. Knowing that in less than three months, we’d be back for the tournament opener in Munich made this moment even more significant.
The opening match on June 14, 2024, in Munich between Germany and Scotland was our first real test of EURO 2024 hospitality on the biggest stage.
From our skybox suite, we experienced private balcony seating, an all-inclusive dining experience, and a menu crafted to match the competing teams. Scottish salmon and German pretzels were a fitting culinary nod to both nations.
One dish stood out: Mett—raw pork with onions on bread—an authentic German delicacy that may not be for everyone but showcased the tournament’s commitment to local cuisine.
We’ve attended major sporting events where hospitality feels standardised. EURO 2024’s approach—curating menus based on the teams playing—added a unique cultural layer that elevated the experience. This level of thematic integration is something we expect to see more of in future tournaments.
Returning to Düsseldorf on July 6, 2024, for England vs. Switzerland was a fitting moment. Months earlier, we had seen the stadium in its preparation phase. Now, it was fully operational and hosting its final game of the tournament.
Inside the Welcome Lounge East, we enjoyed an open bar and unlimited buffet-style dining—less gourmet than the high-end tasting menus we saw in March, but still a fantastic matchday experience. Roast chicken with vegetables was our pick, though the buffet evolved throughout the evening, ensuring variety for guests.
A small but memorable detail was the customised EURO 2024 drink glasses, featuring all ten tournament stadiums. These became sought-after collectibles and encapsulated the event’s fan-first approach to branding.
Fan engagement also remained a priority, with table football stations proving to be a popular activity. We took on a group of Swiss fans, narrowly losing—but any disappointment was quickly forgotten as England won on penalties.
On July 14, 2024, we arrived in Berlin for the final between Spain and England at Olympiastadion—the culmination of months of on-the-ground reporting and research.
Experiencing hospitality at this level, in the closing chapter of the tournament, gave us one last opportunity to reflect on the evolution of stadium experiences.
EURO 2024 provided an unparalleled opportunity to witness the innovations shaping modern stadium hospitality. From sustainability initiatives to personalised fan experiences, the tournament set new standards in premium matchday offerings.
Our coverage reached over 3 million viewers across all channels—proof that interest in high-quality hospitality is growing. A huge thank you to SPORTFIVE and Hospitality Experience 2024 for giving us the opportunity to explore, experience, and showcase hospitality at this level.
As we look to the future, one thing is clear: the expectations for stadium hospitality are evolving, and the industry is ready to meet them.