While the Euroborg offers ultra-modern, glass-and-steel hospitality lounges for corporate networking, the city of Groningen also boasts a rich history of classic architecture used for the exact same purpose. On page 49, a striking yellow advertisement for Het Kasteel (The Castle) invites readers to host their symposia, receptions, congresses, and meetings in the center of the city.
The advertisement features beautiful interior photographs of stunning vaulted brick ceilings and gothic-style windows. Het Kasteel, located near the Melkweg in Groningen, is a historic building that provides a dramatic, atmospheric contrast to the sterile conference rooms of modern hotels. Advertising this venue in the FC Groningen matchday programme was a highly effective B2B strategy. The executives who spend their weekends watching football in the sponsor boxes are the same decision-makers who need to book impressive venues for their annual company congresses or shareholder meetings. The ad essentially says: Enjoy the modern football today, but book our historic architecture for your business tomorrow.
A Look into the Future
Looking back from 2026, the events and hospitality industry has survived a massive rollercoaster, particularly the total shutdown of physical gatherings in the early 2020s. However, the post-pandemic corporate world saw a massive resurgence in the desire for unique, physical networking experiences. Companies realized that if they were going to ask employees and clients to leave their home offices, the venue had to be spectacular. Historic, character-filled locations like Het Kasteel became more premium and sought-after than ever, proving that centuries-old architecture will always hold a competitive edge over a standard corporate boardroom.