- April 15, 2025
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
Women’s sport has witnessed a significant boom over the past 10 years – from participation to attendance, plus media prominence – and this is forecast to snowball over the coming decade. But this phenomenon is less represented when it comes to availability of premium hospitality experiences at sporting events. HerStory is a portable and scalable premium sports hospitality experience; female operated and delivered.
Female sport is not just a growing trend*; it’s a cultural phenomenon that’s reshaping the sporting landscape. Recent international successes, including the thrilling cricketing ICC Women’s T20 World Cup and The Ashes, alongside electrifying moments at major tennis events like the US Open and The Championships, Wimbledon – coupled with the upcoming Women’s Rugby World Cup in 2025, and of course the footballing Lionesses UEFA Women’s Championship win in 2022 – have firmly cemented the rise of women’s sports on the global stage.
Keith Prowse, the Experience Experts, asked their audience what they would want from a new, female sport-centric experience – with many prioritising locality and seasonality of the culinary offering, and 80% considering educational elements to be important. Enter HerStory, and it’s informative, interactive first iteration on Thursday 12 and Friday 13 June 2025 at the LTA’s HSBC Championships at Queen’s Club – WTA500.
Held within Keith Prowse’s premium-informal facility, The View – brand new for 2025 – ‘HerStory at Tennis’ will feature a premium sports hospitality offering, with prime seats on the Andy Murray Arena, an insights session with esteemed sporting names, experiential culinary elements, a dual-sided balcony looking out over Courts 1, 2 and 5 – and a female DJ setting the tone throughout what will be a truly memorable day at the tennis.
Profits from this experience will benefit the powerful work of the LTA’s official charity, the LTA Tennis Foundation (LTA TF). The LTA TF’s mission is to improve lives through tennis, and the charity has an ambition that every child, young person, and adult can access the unique and life-changing benefits that tennis offers.
Tom Gibbins, Head of Foundation Development for the LTA TF said:
“We are hugely grateful to Keith Prowse for supporting the LTA TF through this initiative, and the money raised will go directly to supporting our mission.”
Nick Gratwick, Business & Product Development Director at Keith Prowse said:
“Innovation is at the heart of everything we do. As women’s sport rightfully gains more engagement and visibility, we are committed to evolving our offers alongside it, creating premium experiences that resonate with today’s audience. This new concept is a direct response to customer feedback and a testament to our dedication to continuous improvement.
“We are confident that HerStory will inspire both business and consumer audiences, and we deeply value the trust our partners at the Lawn Tennis Association have placed in us.”
Jo-Anne Downing, Programme Strategy Manager at the LTA, said:
“We are delighted to launch this innovation with our partner, Keith Prowse, at our WTA500 event at The Queen’s Club this June. The return of professional women’s tennis to Queen’s, after over 50 years, is a key part of our ‘She Rallies’ ambition to grow women’s tennis in Britain– and the HerStory hospitality experience compliments this perfectly.”
By securing an official HerStory experience – which includes prime Andy Murray Arena seats to witness history in the making, in-style – guests are connected with part of a movement that is inspiring future generations, plus a passionate community of fans.
SVB LIVE events focus on elevating the live experience through Architecture & Design, Commercialisation, Customer Journey, Fan & Premium Experience, Hospitality, Interiors & Fit-Out, Sustainability & Technology. The 2025 SVB LIVE Conference & Exhibition is being held at Villa Park, Birmingham, UK, October 6-7, with the next Networking Event taking place at Fulham Pier, London, UK, June 4.
Join Keith Prowse – the UK’s number one premium experience provider – for an unforgettable day, where every moment holds the promise of something extraordinary.
* Source: ‘The Future is Female; Exploring the Growth of Women’s Sports’ – Mintel, September 2024.
About Keith Prowse
Keith Prowse is the UK’s hospitality industry leader with official appointments at The Championships, Wimbledon, Allianz Stadium, Edgbaston Stadium, The Kia Oval, HSBC Championships at Queen’s Club, Lexus Eastbourne Open and American Express presents BST Hyde Park.
They’re the multi award-winning Experience Experts and have been for over 200 years and counting.
Keith Prowse are part of Levy UK, the sports, leisure and hospitality division of Compass Group UK & Ireland.
About the LTA Tennis Foundation
The LTA Tennis Foundation is the LTA’s official charity that partners with brilliant people and organisations to improve lives through tennis. It believes every child, young person and adult should have access to the unique and life-changing benefits that tennis offers. It supports organisations throughout the whole of Great Britain with a focus on underserved communities and under-represented groups.
For further information about the LTA Tennis Foundation, visit www.ltatennisfoundation.org.uk
Excel London partners with Keith Prowse
Keith Prowse also recently announced a new multi-year partnership with Excel London to become its Official Experiences Partner.
Established over 200 years ago, Keith Prowse will now provide access and exclusive hospitality packages to Excel’s wide portfolio of clients and attendees to some of the biggest sporting and cultural events across London and the UK. In addition, the partnership will see Keith Prowse craft a range of premium and VIP experiences for some of Excel’s existing high-profile events.
Renowned for creating memorable experiences for both business and individual clients alike, Excel joins a list of iconic venues and stadiums across the country.
Excel’s Chief Commercial Officer Simon Mills said:
“At Excel we’re constantly striving to further enhance the offerings to our clients, event organisers, exhibitors and attendees in all areas from venue facilities and connectivity, through to production and now hospitality.
“Many of our four million annual visitors are also influencers or decision-makers when it comes to selecting business entertainment for their company and spend extended periods of time in London and the UK. With the continued growth of the experience economy and the role of face-to-face in building relationships and networking, we feel we can drive considerable brand and business value for both parties via our new partnership with Keith Prowse.”
Jim Speed, Commercial Director at Keith Prowse, said:
“This partnership with Excel London marks a truly exciting chapter for Keith Prowse. It aligns perfectly with our core values of innovation, collaboration, and delivering exceptional experiences. This collaboration not only expands our reach and enhances our service offerings but also provides our customers with access to a wider range of premium experiences at a world-class venue. We are confident that this partnership will set a new benchmark for event hospitality and solidify our position as the industry leader.”
About Excel London:
Excel London, part of ADNEC Group, first opened in November 2000, in an area of huge regeneration in London’s historic Royal Docks. Almost 25 years later it has become one of Europe’s largest and most successful event venues, hosting some 400 shows per year and welcoming around four million visitors from every corner of the globe.
From major medical congresses including the European Society of Cardiology, through to the World Travel Market trade show and the all-electric Formula E motorsport championship, Excel hosts an array of events all bringing communities and businesses together through the power of face-to-face. Indeed, events hosted at Excel generate around £4.5 billion in economic impact for London and support approximately 37,500 jobs throughout the events industry. Over recent years, Excel has seen significant investment by owners ADNEC Group in its facilities, and is currently embarking on an additional 25,000sqm expansion programme opening soon.
More recently, it has played host to an array of immersive experiences such as Disney100: The Exhibition, inspiration behind Excel’s new Immerse LDN – a kilometer stretch of redeveloped waterfront becoming the London’s newest entertainment district.
Excel also prides itself on championing sustainability and is certified carbon neutral – the first UK venue of its kind to achieve the international recognised PAS 2060 status – and has pledged a net zero target of 2050.
Source & imagery, courtesy: Keith Prowse
SVB LIVE events are organised by Sports Venue Business (SVB) and feature Global Networking Events, a webinar series and the annual SVB LIVE Conference & Exhibition.
Check out the latest sports and entertainment venue development data from across the globe in the exclusive, subscription-only, SVB Global Report here.
