Uefa and the Beijing-based Shankai Sports agency on Wednesday officially launched a sales process allowing Chinese fans to buy hospitality packages and tickets to Euro 2020 matches.
The two organisations outlined the ticketing rules and the content of hospitality packages, and communicated information about the tournament venues, at a press conference in Beijing.
Three tiers of hospitality are being offered. The top and most expensive tier involves access to a private suite. The second tier is a ‘prestige lounge’. The third tier is ‘the 2020 Club’, which is described as having a ‘sports bar atmosphere’.
Shankai Sports is the exclusive partner of the Euro 2020 Official Hospitality Programme in Greater China, including Hong Kong, Macau and Chinese Taipei. Uefa and Shankai previously cooperated on the sale of tickets and hospitality in China for Euro 2016.
Chinese fans are able to buy tickets and hospitality packages via the Shankai Sports Travel website. Prices for hospitality packages visible on the website range from ¥6000 ($850) up to to ¥3.15m ($450,000).
The press conference was attended by Uefa’s head of revenue operations Philippe Margraff, Shankai Sports’ chief executive Feng Tao and chief operating officer Jin Hang, Shankai Sports Travel’s chief executive Zheng Lai, and the Minister Counselor of the British Embassy in China, Tom Duke.
Philippe Margraff said: “To date, we’ve already witnessed incredible demand with over 19 million tickets requested from 213 countries, notably in Europe.” He said Uefa had also received its highest ever number of Euro ticket requests from China, with demand exceeding Euro 2016. Referring to the extension of Uefa’s partnership with Shankai, he said: “The cooperation was very successful in 2016, and Uefa decided to continue to develop their relationship with Shankai to benefit from all their experience in Chinese guest management, and to have the best possible representation for the Official Hospitality Program in Greater China.”
Jin Hang said: “With the strong development of China’s economy, and a ten-year commitment by Shankai Sports to develop the sports travel industry, we are delighted to see that more and more Chinese fans are choosing to travel to Europe to watch the Euro and enjoy on-site hospitality services. The number of visitors has increased year-by-year, and more and more visitors combine their trip with other travel.
“We firmly believe that Euro 2020, which provides fans with more destination choices than ever before, will prove enormously popular in the Chinese market, set a new sales record in Greater China, and ignite an unprecedented interest in on-site hospitality.”
Tom Duke said the UK, which has two cities – London and Glasgow – hosting games, would “warmly welcome fans from all over the world, especially China, to come to watch the games and visit the cities. We will do our utmost to show the world the beauty of the United Kingdom of Great Britain and Northern Ireland, and let everyone feel the passion of this country.”
The draw for the group stage of Euro 2020 takes place on November 30 in Bucharest.