Pre-Match Rituals, Propped for Perfection: IHG Hotels & Resorts ‘Fancierge’ Joe Marler Takes Rugby Fans Beyond the Game

• For sports fans, match weekends are turning into mini getaways, with 88% making the most of their time away – and 72% saying some of the best moments happen beyond the stadium
• Answering the call for memory-making moments, IHG Hotels & Resorts launches its ‘Fancierge’, curating local, culture-led experiences for Guinness Six Nations fans to tick off the list
• Fans can sign up for these pre-match complimentary experiences, tried and tested by rugby legend Joe Marler at select host cities during the men’s and women’s championships

As fans across Europe, the UK and Ireland eagerly anticipate the return of the Guinness Six Nations, IHG Hotels & Resorts – official hotel partner of the Guinness Six Nations – has launched its first-ever ‘Fancierge’ service. Created for travelling supporters who treat an 80-minute match as the headline act of a weekend getaway, this concierge-style initiative taps into pre-match rituals that begin long before kick-off and outside the stadium.

The launch of IHG’s ‘Fancierge’, dedicated to rugby fans, reflects their evolving desire to maximise their time away to explore and connect with host cities beyond the match itself. New research commissioned by IHG Hotels & Resorts into the rituals of rugby fandom, shows that weekends have become a full-blown cultural experience, where supporters chase shared moments, personalised traditions, and total immersion far beyond the final whistle.

Introducing Joe Marler, ‘Fancierge’

Rugby legend Joe Marler has been handed the keys as the IHG Hotels & Resorts ‘Fancierge’, helping supporters unlock the culture and experiences of host cities like never before. In this shiny new role, the former England prop has stepped into Irish dancing, thrown himself into singing with a Welsh male Choir, and tried his hand at whisking up scrumptious French patisserie.

After putting each experience through a proper testing process, Joe – in partnership with IHG – has curated his fan-first activities across all host cities. Highlights include roaming the streets of Rome on a vespa tour, floating through Cardiff on a standup paddleboard before hitting the spa, and welly throwing at a Highland Games experience in Edinburgh.

Survey says… take your trip beyond 80 minutes!

• 88% of sports fans say they would extend a trip to watch a sporting event to turn it into a full weekend getaway, with exploring the host city (66%), trying local food (56%) and visiting local landmarks (49%) the most appealing experiences.
• 72% of fans believe that some of the incredible memories during a weekend trip happen outside of the stadium.
• 88% agree that travelling to watch sports abroad is becoming more popular, with it being a great reason for a weekend away topping the list of why (64%), followed by it becoming a more memorable occasion (42%) and sport just being more exciting than ever (42%).
• 49% of sports fans would like to watch a Guinness Six Nations match, ranking it the second most sought-after sporting occasion to watch live
• A staggering 91% agreed that they’re more likely to add an extra night to a sports trip now than they would have five years ago, reflecting a growing trend towards sport driven city breaks.

Rugby legend, Joe Marler, comments: “The energy and excitement of an 80-minute rugby match is always special – the emotion, the drama, the atmosphere – but the full experience goes far beyond the game itself. It’s also about soaking up the city and all it has to offer. That’s why I’m teaming up with IHG Hotels & Resorts to be their first ever ‘Fancierge’ to give fans incredible experiences so they can really make the most of the game weekends during the Guinness Six Nations.”

Joe Marler has revealed his top 5 matchday rituals that help him get game-ready:

1. Savouring the sights and clearing my head with a motorbike ride around the city.
2. Doing some home baking to find calm and focus.
3. Treating myself to a massage at the hotel spa to loosen up my body.
4. Doing a yoga session to focus my mind and lock in match-day clarity.
5. Singing at full volume in the shower to get my energy and confidence flowing.

Karin Sheppard, SVP & Managing Director, Europe, at IHG Hotels & Resorts, comments: “IHG’s latest research shows fans are travelling more than ever to follow the sports they love – and staying longer to soak up the full experience. The Guinness Six Nations is a highlight of the European sporting calendar, and as official hotel partner for the third-year running, we’re delighted to launch the new IHG ‘Fancierge’ service. With a portfolio of hotel brands to suit every travelling fan, IHG is excited to welcome and host supporters, helping them discover more of each city through carefully curated, local experiences.”

With 20 different brands to choose from, there’s an IHG hotel to suit every type of fan as they travel for the Guinness Six Nations. Fans can score Joe Marler’s curated ‘Fancierge’ experiences for themselves throughout the Championships, with select weekends hosted by local rugby legends giving travelling supporters insider access to the very best each host city has to offer. Fans can book on at ihg.fancierge.com.