Corporate Traveller Reveals 5 Sporting Events Set to Drive Business in 2025

Australia's sporting events are becoming increasingly important hubs for business travellers, with major competitions offering the perfect balance of business networking and entertainment. According to Flight Centre's Corporate Traveller, 2025 promises to be a year of continued growth for business travel, with sporting events attracting corporate attendees from around the nation. By comparing flight and ground transport data, alongside hotel bookings for key events in 2023 and 2024, Corporate Traveller has identified the top destinations and trends in Australia’s major sporting calendar.

1. NRL Magic Round - Brisbane (May)

Brisbane will once again host the NRL Magic Round in 2025, which is set to continue its meteoric rise as a key event for business travellers. Corporate Traveller revealed that this year, Brisbane saw the highest growth in business travel bookings during the Magic Round, with a 26% increase in corporate arrivals. The NRL Magic Round, launched in 2019, has become increasingly popular for its unique format, where all teams compete in one venue over a three-day weekend, offering a compact but exhilarating experience.

The event not only brings together rugby fans but also presents a unique networking opportunity for businesses. With the addition of a women’s rugby league magic round in 2025, the event's appeal will only grow, with companies expected to tap into the rugby league’s expanding fan base and brand partnerships.

2. Bathurst 1000 - Bathurst (October 9-12)

Another iconic Australian event that is driving significant business interest is the Bathurst 1000. Known for its high-octane thrills, Bathurst recorded a 20% increase in business travel bookings during the event in 2024. Corporate Traveller’s data reveals that Bathurst continues to attract corporate attendees seeking an adrenaline-filled networking environment. This event, which runs over just three days, offers a prime opportunity for businesses to combine meetings with entertainment, building rapport with clients and colleagues while enjoying one of Australia’s most famous motor racing events.

3. AFL Grand Final - Melbourne (September 27)

Melbourne’s AFL Grand Final remains one of Australia’s biggest sporting events and a top destination for business travellers. In 2024, the event saw a 19% increase in corporate bookings. The AFL Grand Final attracts tens of thousands of passionate fans to Melbourne, but it also draws professionals seeking to network in a lively, yet high-profile setting. Business travellers often pair their event attendance with private functions, VIP lounges, and social engagements before or after the game, making it an attractive proposition for those looking to combine work and play.

4. Australian Open - Melbourne (January 6-26)

The Australian Open continues to be one of the most popular and lucrative sporting events for both fans and business travellers alike. The 2024 Australian Open broke records with more than 1.1 million attendees and injected an estimated $382 million into Melbourne’s economy. The event offers a three-week program that combines world-class tennis with entertainment, dining, and corporate hospitality. For businesses, this flexibility is a key draw, as the event spans weekdays and weekends, allowing professionals to schedule around their busy calendars.

As the first global Grand Slam event of the year, the Australian Open also holds strategic importance for companies looking to host international clients, build relationships with partners, or even make deals in a relaxed yet professional environment. Melbourne Park’s renovations and the expanded festival program make the event an even more attractive destination for corporate travel in 2025.

5. NRL Grand Final - Sydney (October)

The NRL Grand Final, held in Sydney, continues to be a prominent event for business travellers, with Sydney recording a 10% increase in bookings during the event in 2024. Like the AFL Grand Final, it attracts corporate attendees who wish to entertain clients, network with industry leaders, and enjoy the competitive atmosphere of one of Australia’s most exciting sporting occasions. The NRL Grand Final provides a unique blend of business and entertainment, allowing companies to host their clients in an exciting and dynamic setting.

The Rising Appeal of Sporting Events for Business Travel

The key factor driving this surge in business travel is the exceptional networking opportunities that major sporting events offer. Tom Walley, global managing director for Corporate Traveller, explains that events like the Australian Open, NRL Magic Round, and the Bathurst 1000 provide excellent platforms for building relationships in informal, yet high-profile settings.

“High profile events bring people together from all walks of life and internationally, giving businesses the opportunity to network informally, with a dose of fun,” said Walley. “These events allow businesses to build stronger rapport with stakeholders and connect face-to-face with industry leaders, influencers, and potential partners.”

Business travellers also favour events that are conveniently scheduled and have short durations. For instance, the NRL Magic Round and Bathurst 1000, both lasting just a few days, allow professionals to attend without significant time away from their work commitments. This makes such events especially attractive for those with tight schedules who still want to enjoy the benefits of in-person networking.

Why Corporate Traveller’s Data is Important for 2025

As corporate travel continues to evolve post-pandemic, understanding booking trends and key business event destinations will be crucial for companies planning their travel strategies. Flight Centre’s Corporate Traveller is at the forefront of tracking these patterns, offering valuable insights into how sporting events can boost business travel in Australia. By identifying top events, business travellers can optimize their trip planning and ensure they align their travel with lucrative networking opportunities.

What’s Next for Australian Sports and Business Travel?

With major international names such as Kylie Minogue, Billie Eilish, and Metallica also heading to Australia in 2025, business travellers are set to have even more exciting opportunities to combine leisure with work throughout the year. Whether it’s for a sporting event, a live concert, or a festival, Australian cities are poised to host a series of events that will continue to attract business travellers.

As Australia’s sporting and entertainment calendar grows, 2025 is set to be a year of robust business travel. With strategic planning, companies can take full advantage of these events to create lasting business relationships, entertain clients, and make key connections in some of the world’s most vibrant destinations.