It’s Not About the Event—It’s About the Relationship
When you invite a client to something like the The Masters Tournament, especially into an exclusive hospitality setting, you’re doing more than offering tickets. You’re creating an environment where conversations happen naturally—without the pressure of a conference room or a sales agenda.
I have been working in the sports marketing industry for over 25 years and nothing consistently builds long-term relationships like client entertaining.
Working at VIP, where we host clients at some of the most sought-after events in the world, I’ve had a front-row seat to how shared experiences translate into stronger partnerships and measurable return. I’ve watched clients who were once purely transactional become true partners after spending a day together walking the course, sharing a meal, and having real conversations. Those moments build trust in a way that emails and quarterly calls simply can’t.
The same holds true across major sporting events—whether it’s the Super Bowl, the NBA Finals, or the World Series. These are experiences people remember, and more importantly, associate with your brand.
Why It Works So Well
From my perspective, there are a few reasons client entertaining consistently delivers:
- It creates emotional connection – People remember how you made them feel, not just what you sold them
- It gives you undivided attention – You’re no longer competing with inboxes and meetings
- It humanizes the relationship – You’re not just a vendor—you’re someone they enjoy doing business with
At VIP, our hospitality environments are designed to make this effortless. Clients aren’t thinking about logistics because we take care of everything. They are fully present, which opens the door for more meaningful interaction.
The ROI Is Real (and Often Underrated)
There’s always a question: Is it worth the investment?
From what I’ve experienced, the answer is yes—and the ROI shows up in ways that don’t always fit neatly into a spreadsheet:
- Higher retention rates – Clients who feel valued stay longer
- Increased lifetime value – Stronger relationships lead to expanded business
- Shorter sales cycles – Trust accelerates decision-making
- More referrals – Great experiences get talked about
I’ve personally seen accounts that were at risk turn around after a single well-executed event. Not because of the event itself, but because it reset the relationship.
It’s a Strategic Investment, Not a Perk
The biggest mistake I see is treating client entertaining as a “nice-to-have” or a reward. The companies that get the most out of it treat it as a core part of their relationship strategy.
At VIP, we approach it with intention—matching the right clients to the right experiences, creating environments that foster connection, and making sure every detail supports the bigger goal: long-term partnership.
Let’s Build the Right Experience for You
If you’re thinking about how to use events more strategically, let’s talk. For many of these events like the Masters, the Waste Management Phoenix Open, or the Kentucky Derby, I am on-site, to make sure every detail is executed the right way—for you and your guests.
We can map out what events make the most sense for your group, what aligns with your goals, and how to make it work within your budget. My role isn’t just to provide access—it’s to help you get real value out of every experience.
Let’s connect and build something that actually moves the needle for your business.
About the Author: Tom Bisenius
