Belfast-based Sports Entertainment Tours has announced a new partnership with Hays Travel
This expands the UK’s largest independent travel agent’s offering in the fast-growing sports and entertainment
travel sector.
Since launching in 2021, Sports Entertainment Tours has built a strong reputation for delivering bespoke travel
experiences to some of the world’s most sought-after sporting and entertainment events. These include Premier
League
football, Formula 1, Rugby, Cricket, Tennis, Golf, Horse-racing, and highly sought-after Concert
tickets. The
company caters to all budgets, from once-in-a-lifetime trips to unlimited bespoke itineraries, and proudly boasts a 5-
star Trustpilot
rating that reflects its commitment to outstanding customer satisfaction.
Earlier this year, Sports Entertainment Tours launched a dedicated US sports travel offering, providing exclusive
access and tailored experiences for major American sporting events. Whether it’s an NBA
game in New York, the
Super Bowl, or a Baseball
game in Boston, many clients now choose to tag a sporting event onto a family holiday -
turning an already exciting trip into a well-rounded, unforgettable experience for everyone.
John Boyde, Managing Director, said: “Our business has grown significantly over the past 18 months across
corporate, public, group hospitality, and trade sectors. That growth has been built on the core values of trust and
outstanding service - principles that guide every client interaction. Partnering with Hays Travel, which has over 500
retail branches and thousands of homeworkers, will greatly enhance our reach within the agency channel, allowing
even more customers to benefit from the personalised support and reliable service we’re known for.”
Sports Entertainment Tours’ sister company, Sports Pro Travel, brings added strength in managing high-volume
group travel for professional sports teams around the world, demonstrating the group’s proven capability in
delivering seamless, large-scale logistics.
Jordan McCluskey, Travel Trade Commercial Manager, added: “We’ve grown from working with just a few agencies
in Northern Ireland to partnering with most independent agencies there, along with select agencies across the UK
and Republic of Ireland. So many agencies trust us because we become an extension of their team - providing quick
responses, tailored support, and a level of care that makes all the difference. Partnering with Hays Travel is a major
step forward in our agency growth.”
Jonathon Woodall-Johnston, Chief Operating Officer of Hays Travel, said: “At Hays Travel, we’re always looking to
enhance our customer offering with trusted, high-quality partners. Sports Entertainment Tours brings a unique and
exciting dimension to our portfolio, allowing our customers to access unforgettable sporting and entertainment
experiences with the same level of service and care they expect from Hays Travel.”
For more information, visit www.sportsentertainmenttours.com
or contact their dedicated agency sales team at
agents@sportsentertainmenttours.com.
July 25, 2025
Jordan Kawaguchi (Belfast Giants) and John Boyde (Managing Director, Sports Entertainment Tours / Sports Pro Travel).
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