I Closed a $2M Deal at the FIFA World Cup — The Corporate Package That Made It Happen

I'm not going to pretend I'm a football fanatic.

I went to the World Cup for business.

And it was the best business decision I've made this year.

The Situation

I had three clients I'd been courting for 8 months. A deal worth approximately $2M in annual revenue. Stalled in negotiations.

My usual approach: take them to dinner, talk numbers, follow up.

This time I tried something different: I invited them to a FIFA 2026 match in a corporate suite.

The Corporate VIP Package

What I booked: A suite for 8 at a quarterfinal match. 4 guests (me + 3 clients). 4 empty seats — intentional.

Cost: $38,000 for the suite.

• What it included:
• Private suite with 8 seats
• Dedicated butler
• Custom catering and open bar
• Pre-match lounge access
• VIP parking
• Post-match access to the lounge

How the Day Unfolded

Pre-match (2 hours):
We met in the lounge. Drinks. Canapés. No business talk — just getting comfortable.

The suite created a natural environment for conversation without forced networking.

During the match (2 hours):
We watched the game. High-fived after goals. Shared the experience.

At halftime, the butler served a multi-course meal. Wine pairings. The whole thing.

Post-match (1 hour):
Back in the lounge. One of the clients brought up the deal unprompted.

"Let's get this done. I want to work with someone who treats their partners like this."

We shook hands. The deal was signed the next week.

The ROI

Suite cost: $38,000.
Deal value: $2,000,000.

ROI: 5,163%.

I'm not saying the suite closed the deal. But it created the conditions for the deal to close. We weren't in a sterile conference room. We were watching world-class athletes, eating world-class food, in a world-class environment.

That energy transferred to the conversation.

What Makes Corporate VIP Different

The corporate package isn't just about nicer seats. It's designed for business:

• Privacy: No one overhears your conversation
• Undivided attention: No waiters interrupting, no background noise, no distractions
• Flexibility: The butler adapts to your schedule, not the restaurant's
• Branding: You can customize the suite experience (co-branded napkins, welcome gifts, etc.)

Tips for Corporate Clients

1. Don't talk business before the match. Let them enjoy the experience first. The deal conversation happens naturally afterward.
2. Book a suite, not individual seats. The privacy makes the difference.
3. Bring support staff. Have an assistant handle logistics so you can focus on your guests.
4. Follow up within 48 hours. The emotional lift from the match gives you momentum.

Is It Tax Deductible?

Entertainment expenses vary by jurisdiction. But a corporate hospitality package at a major sporting event — with documented business purpose — qualifies in most countries. Ask your accountant.

[Book a corporate suite for your clients] — we can add branding options.

My clients asked if we could do this annually. I told them I'd look into it. (I'm looking into it.)