Sports Entertainment Tours kicks off Travel Counsellors partnership

Sports Entertainment Tours has secured a partnership with Travel Counsellors, giving the agency’s homeworkers in the UK and Ireland access to its packages for global sporting events and concerts.

The specialist operator said the collaboration comes in response to “growing demand for premium, experience-led travel, as clients increasingly seek access to major global sporting and entertainment events”.

John Boyde, managing director at Sports Entertainment Tours, said: “This partnership represents a significant milestone for our business and underlines our continued growth within the travel industry.

“Travel Counsellors has built its success on trusted, personal relationships with clients, which closely mirrors our own approach, enabling us to respond to growing demand for experience-led travel and bring our offering to a much wider audience.”

Headquartered in Belfast and launched in 2021, Sports Entertainment Tours offers trips to see Premier League football, Formula 1, rugby, cricket, golf, tennis and horse racing, alongside premium concert experiences and a growing US sports programme featuring bucket-list events such as the Super Bowl and NBA.

It works directly with teams, leagues and governing bodies to secure official ticket allocations, which allows agents to offer clients “guaranteed access and competitive pricing, often unavailable through traditional channels”.

As well as tickets, the packages include flights, accommodation, hospitality and transport, with the option of on-the-ground hosts.

Jordan McCluskey, business development manager at Sports Entertainment Tours, added: “This announcement marks an important step in our wider strategy as we continue to build meaningful, long-term partnerships across the travel industry, particularly with advisors working across the premium leisure and corporate space.”

Sonny Bojko, retail partner executive at Travel Counsellors, said: “We’re delighted to be partnering with Sports Entertainment Tours to give our customers even greater access to unforgettable live experiences around the world.

“From major sporting events and concerts to once-in-a-lifetime entertainment moments, this partnership adds another strong option to our portfolio and reflects the growing demand for experience-led travel.”