Corporate Hospitality and Experience Creation: A Case Study of Grand Slam Tennis Tournaments

Participation in sporting, cultural, or other events is associated with a variety of experiences that are central to corporate hospitality (CH), whose main goal is to build relationships with key stakeholders. Despite its practical relevance, CH remains underexplored in academic literature, especially from the perspective of event organisers. In order to address this research gap, this article aims to analyse the structure of CH products in the context of experience creation. The study focuses on four Grand Slam tennis tournaments and is based on a thematic analysis of the tournaments’ websites, which was conducted at the turn of 2023/2024. The findings show that CH elements form an experiencescape that can enhance the enjoyment of corporate guests compared to that of regular spectators. A comprehensive CH product at a tennis tournament should include premium seating, high-quality food and beverages, dedicated staff, tennis-related activities, and other exclusive services.