Interview with Matthew Leek, Sales & Business Development Director, Sports Travel & Hospitality Group

In this video interview we hear insights from Matthew Leek, Sales & Business Development Director, Sports Travel & Hospitality Group (STH Group), a main sponsor for the upcoming hybrid edition of ALSD International, being hosted by Liverpool Football Club at their iconic Anfield Stadium.

Matthew kicks off this video interview by providing an introduction to Sports Travel & Hospitality Group (STH Group), tells us what he’s been witnessing in terms of premium seating trends and what he believes the future may hold for the sector.

Key topics for discussion include:

– Rapid growth and the opportunity at entry level for ‘GA plus’
– The need to streamline the ‘mid tier’ and provide greater value
– The opportunity to elevate ‘super premium’ products further in terms of pricing and experience to this resilient sub-market
– The rise of interchangeable products 

About STH Group

STH Group works collaboratively with event owners to make the biggest sporting events in the world better. STH’s expert team across the globe combine innovation and industry-leading experience to maximise attendance, enhance customer experience and achieve strategic objectives.

Their end goal is to help create a world-class guest experience at your sporting event. Whether that’s in an outstanding hospitality facility they’ve created, widening the global appeal of your event via their fully integrated travel programmes, or simply consulting on an optimal ticketing strategy, STH can achieve shared goals and improve your event.

For further information, go to:


NB: The new ALSD International event microsite goes ‘live’ this week, allowing registered attendees to begin networking.


The upcoming ‘hybrid’ edition of ALSD International will focus on increasing revenue via new builds, renovations, service expansions & technology, and reopening with confidence.

The event will feature a high-level conference, exhibition and networking events, as well as technical tours of Anfield, Goodison Park and M&S Bank Arena Liverpool. NB: The microsite is now ‘live’, providing registered attendees with the opportunity to start networking.


#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

#ALSD – Leading the Premium Seat sector for the last 30 years


#sportsvenuebusiness – The leading platform for sector news, views & developments


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