We have all heard that ‘sport has the power to bring people together.’ Travel, on the other hand, has always been about stepping out to explore something new. But what really happens when the two collide, not as separate pursuits, but as one seamless experience?
Well, picture this: a packed Formula 1 (F1) circuit, the final laps of a race unfolding, and not just a seat in the stands but access that brings you closer to the heart of the action. A curated experience built around the event. For a fan, this must seem unreal. But as travel increasingly shifts from destinations to moments, this intersection of sport and experience is fast emerging as a high-value space. And exactly here, companies like DreamSetGo are building.
That scale to this shift is reflected in impressive numbers. The platform has facilitated over 30,000 sports travellers in the past year, doubling its previous numbers across 50+ tournaments and 18+ countries. Nearly 72 per cent of these travellers opted for premium hospitality, with an average spend of ₹3.5 lakh and packages going up to ₹20 lakh, pointing to a clear move towards curated, end-to-end experiences.
At a recent press conference, DreamSetGo announced the company’s latest move into SET (Sports, Experiences & Travel), marking a strategic expansion beyond sporting events into entertainment, culture and lifestyle-led experiences. Framing it as a natural progression of the business, the brand pointed out how consumer demand has evolved. Simply attending matches have transformed into seeking more immersive, end-to-end experiences around them.
In an interview with IMPACT Magazine, Co-founder Daniel D’Souza spoke about this growing focus on experiences, explaining that the shift is closely tied to how consumer behaviour around travel and sport is evolving. He pointed out that travellers today are no longer choosing a destination first, but are instead deciding the experience they want and then building their travel around it. And this shift is now shaping how DreamSetGo plans its offerings.
The approach is meeting reality through formats such as ‘Dream Lounges’, athlete interactions, and hybrid offerings like ‘holiday plus sport’ and participatory travel experiences. And the demand is not just in metro cities, it is also expanding beyond metros, with rising traction from Tier 2 and Tier 3 markets.
From a marketing lens, D’souza says DreamSetGo is leaning into a targeted, cohort-led strategy. Priority will be digital platforms, tourism board partnerships and event-led campaigns around marquee properties like the FIFA World Cup. With repeat consumers forming a significant share of its base accounting for nearly 60-70 per cent of its base, the brand’s growth is as much about retention and community as it is about acquisition.
The question, however, is whether such experiences can scale beyond a niche audience. For now, the company is clear on its stance. D’Souza indicated that DreamSetGo will continue to operate within the premium segment, positioning its offerings as aspirational rather than mass. The pricing of global sporting events and the nature of curated access inherently keep the category exclusive. Along with all this, D’Souza also speaks about the brand’s upcoming FIFA-led campaigns, its approach to influencer collaborations, expansion into newer cities, and the challenges of securing inventory for high-demand global events. To explore these perspectives in detail, watch the video below:
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