afaqs63d ago
DreamSetGo, a company specialising in luxury sports travel, has announced that 2026 will mark its foray into the world of luxury experiential travel. Dream Sports is the parent company of DreamSetGo as well as Dream11 (a fantasy sports platform) and Fancode (a sports streaming and commerce platform). A report by Burgundy Private (Axis Bank) and Hurun India in early 2025 pegged Dream Sports' market valuation at $8 billion. Co-founders Monish Shah and Daniel Dsouza recently launched SET - Sports, Experiences & Travel, a new premium service under DreamSetGo (DSG), extending beyond sports into the world's most sought-after lifestyle, entertainment, and cultural events. According to Shah, clients kept asking them to curate experiences around sought-after concerts like that of Coldplay, and the brand couldn’t help but take notice. DreamSetGo’s current portfolio View this post on Instagram DSG’s current luxury sports travel portfolio includes average packages ranging from Rs 3.5 lakh to Rs 20 lakh. These packages are designed to offer "money-can't-buy" access that goes far beyond a standard ticket. According to Shah, the current packages so far include: White-Glove Service : "Luxury travel service. From luxury charters, accommodations, visas and transfers, you're covered on all fronts." Exclusive Retreats : "One group last year went to a sporting event in Bordeaux, France, and we did a very high-end wine-based retreat for these ultra-HNIs." Legend Encounters : "Diwali with Matthew Hayden (former Australian cricketer) in his house, where he is actually going to be playing a game of cricket with you." Icon Masterclasses : "One of the events was with 25 kids whose parents could afford to have a master class with John Terry (former captain of Chelsea, the English football team, and football coach)." DSG also offers participative sporting experiences, like playing golf on some of the best golf courses in the world. Paddle experiences also make the cut. However, so far, 94% of customers travel only to watch, confirming sports tourism as a spectator-led market for the company. Not just curators View this post on Instagram DSG does not simply curate these experiences; its business model is based on acquiring official ticketing rights for famous sporting events (such as the FIFA World Cup , the Winter Olympics, the English Premier League, F1 races, and Wimbledon Championships) and collaborating with the organisers to build exclusive Dream Lounges and experiences for its clients. Co-founder Daniel Dsouza notes that customers can buy tickets to sporting events online, but even in India, there is no guarantee associated with such transactions. "Our business is built on taking official rights and then building the right kind of official access... so customers don't end up at a stadium in London with fake tickets," he says. “Now, I can't buy an EPL ticket anywhere in India apart from my website." The founders also note that 72% of their clients opt for premium hospitality packages, reflecting a decisive shift toward curated, end-to-end experiences that not only include the sporting event but also cultural and food experiences around them. DSG also launched its "Dream Icons" initiative in late 2025 to bring legends such as Usain Bolt and David Beckham to India for exclusive fan engagements and grassroots sports development. Who is buying? DSG’s target audience is made up of High-Net-Worth Individuals (HNIs) and MICE, a travel industry audience that travels for meetings, incentives, conferences and exhibitions (or conventions). Although Shah has rebranded the standard industry acronym 'MICE' to 'MISE', swapping conferences with sporting events, as more and more companies are choosing to incentivise their agents by taking them to live sporting events. According to Shah, 54% of their business volume is attributed to MISE. DSG is trying to disrupt the traditional corporate offsite. They target the "top 15 percentile" of the industry, moving away from simple hotel conferences to high-end, sports-integrated retreats. Another emerging target audience for the company is the premium affluent class, “people who are earning from Rs 50 lakh to Rs 3 crore per annum". “I mean, India is becoming a really strong economy. And the aspirational Indian customer can now buy things from us." The demographics are also shifting after the COVID-19 pandemic. According to Shah, the "saver" mindset is being replaced by a "live-now" philosophy, fuelled by social media and OTT content like F1's Drive to Survive. As per internal data, 58% of the brand's clients travel in groups, while 42% travel individually, with the 30–50 age group making up the majority, accounting for 64% of travellers. According to Monish Shah, DSG has a “60-40 ratio when it comes to female participation, with women making up 40% of our clients, often leading the co-ordination process for group and family bookings.” "We’re seeing a lot of queries from women wanting to watch the sport themselves. We took a large group for the Winter Olympics, and it was two women spearheading the planning for 120-plus ultra-HNIs." Current trends and patterns View this post on Instagram In addition to the launch of SET, the founders also highlighted that their company facilitated 30,000+ sports travellers in the last year across 18+ countries and 50+ tournaments. According to their data, 78% of travellers preferred international destinations over domestic ones, with London, Dubai, Abu Dhabi, Paris, and Vancouver as the top preferred destinations. For the company, cricket leads demand at 32%, followed by tennis (24%), Formula 1 (19%), and football (17%). Formula 1 is currently the fastest-growing sport on the platform, recording 3x growth. South & Southeast Asia are also emerging as one of the fastest-growing markets for premium sports experiences globally. Singapore’s Grand Prix, AFC Asian Cup, BWF World Tour events, and MotoGP are becoming very popular. With the ongoing America-Iran war, DSG is encouraging this shift, as regions like Dubai and Abu Dhabi may not be viable travel options frequently. Past forward The genesis of DreamSetGo was rooted in Monish Shah’s own "desperate phone calls" to cousins in London just to secure Chelsea tickets. Recalling those days of paying £600 for a "seat behind" and waiting in "long lines", Shah realised "there needs to be an Indian company" that provides official access. This vision eventually caught the eye of the leadership at Dream Sports, who saw the potential to back the idea with the corporate muscle a premium brand requires. Shah notes that having a trusted name behind the venture was essential because "people who buy packages worth Rs 20 lakh" require "deep trust in the offering". Now integrated into the Dream Sports ecosystem and evolving from a niche agency into a 365-day lifestyle partner under the "SET (Sports, Events, Travel)" framework, the brand ensures the aspirational Indian no longer has to rely on favours to get into the game. It turns out that the best way to stop making desperate phone calls to relatives is to start a company that makes the stadium call you instead.