First Sports first developed its tournament and event Hospitality Sales modules while working with The FA and the redevelopment of the Wembley Stadium.
These tools were extended when iSe-Hospitality AG engaged with First Sports to deliver hospitality sales management modules and a single comprehensive view of every corporate entity and individual who participates in high-end commercial hospitality programs. iSe held the exclusive rights to the hospitality section of the FIFA 2006 Germany World Cup. All of the sales and management of those hospitality packages were sold and managed through the First Sports applications.
From these successes, leading sports management organisation, IMG which was contracted by UEFA, implemented the First Sports solution to manage its multi-tiered hospitality and sales program for the UEFA EURO 2008 tournament. By efficiently managing critical sales and marketing programmes, data and touch points, the First Sports solution supported all revenue-based initiatives.
At this time a partner organisation of IMG, ISG (International Stadia Group) also implemented First Sports hospitality sales modules to complete the sale of ten year seat sales at the newly developed Aviva Stadium, Dublin. Following the success of the EURO 2008 championships UEFA made the decision for future events to sell hospitality packages internally. To achieve this UEFA implemented the First Sports Hospitality Sales modules to manage the sale of all packages for UEFA EURO 2012 and annual Champions League tournaments. These modules have run very successfully for a number of years for UEFA.