How VIP could add ‘up to 20%’ to tour grosses
Companies in the space say recent years have seen VIP revenue become a central pillar of tour cost and earnings planning for promoters and agents
News By Lisa Henderson | 28 October 2026
VIP offerings on the top arena and stadium tours can now add up to 20% to a tour’s gross and represents “the largest growth opportunity for fans and managers”, according to leaders in the sector.
In conversation with IQ, VIP agencies say the aftermath of the pandemic has illuminated the untapped potential of the sub-sector, and that recent years have seen tour organisers start to use VIP offerings as a foundational part of their earnings and cost calculations.
This includes…
You've used your free article this month
Continue reading with a free account, or subscribe for unlimited access to all of our news, features and reports.
