SPORTFIVE Delivers a Premium Bitburger Hospitality Experience in New York
Major sporting events create unique opportunities for brands to connect with consumers beyond traditional marketing. For Bitburger, the Germany vs. Ecuador match in New York provided the perfect platform to reward loyal customers with an unforgettable experience, bringing football, travel, and hospitality together in one seamless activation.
In this Success Story:
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Challenge
As part of a consumer promotion, Bitburger wanted to transform a prize draw into a premium brand experience for 50 competition winners, rewarding loyal customers with an unforgettable four-day trip to New York around Germany's match against Ecuador.
To bring this vision to life, SPORTFIVE was tasked with managing every aspect of the guest journey, from international travel and accommodation to sightseeing, transportation and matchday logistics.
With guests travelling abroad and experiencing multiple activities across one of the world's busiest cities, the challenge was to deliver a seamless, high-quality experience that reflected Bitburger's brand values at every touchpoint while allowing winners to focus entirely on enjoying the moment.
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Solution
SPORTFIVE developed and delivered a fully integrated hospitality programme designed to transform a promotion prize into a once-in-a-lifetime experience.
Guests stayed at the stylish four-star Hotel Roxy in Lower Manhattan and enjoyed a curated itinerary that showcased some of New York's most iconic attractions. Highlights included a visit to The Edge observation deck, a boat cruise around Manhattan, and a comprehensive sightseeing programme, alongside the main event: Germany's match against Ecuador.
From flight bookings and airport transfers to accommodation management and on-the-ground support, SPORTFIVE oversaw every operational detail. Guests were provided with full food and beverage service throughout the trip, with Bitburger, Bitburger Radler, and Bitburger 0.0% available across key hospitality moments. The activation formed part of one of SPORTFIVE's largest hospitality operations of the summer, delivered across an entire month of football in the United States for multiple clients and partners.
The Month in Numbers: SPORTFIVE US Clients
+ 2,500
guests hosted & 120 guest groups managed
+ 3,500
rooms managed and 580 transfers delivered
3
major tournament sponsors & 20 corporate hospitality clients
Turning a promotion win into an experience like this takes precision behind the scenes and passion in front of the fans. Seeing 50 Bitburger winners enjoy New York together is exactly why we do this. It's hospitality at its best, and a great example of what our teams delivered at scale this summer.
Rainer Wenning, Senior Vice President - SPORTFIVE
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For Bitburger, this extensive operational expertise translated into a seamless experience from start to finish. Flights were booked, transfers coordinated, accommodation managed, and every element of the guest journey carefully delivered, allowing winners to simply enjoy the experience and create memories that will last far beyond the final whistle.
As a result, what began as a consumer promotion became a powerful brand activation that rewarded customer loyalty, strengthened emotional connections with the brand, and demonstrated the value of premium live experiences in creating lasting engagement.
From iconic city experiences to unforgettable matchday moments, the activation showcased how expertly delivered hospitality can transform a simple prize into a meaningful brand experience, creating memories, strengthening relationships, and bringing fans closer to the moments that matter most.
