Athletes have packed travel schedules during their on-seasons, creating a logistical puzzle that must be perfected to avoid delays – and this is where partnerships with charter operators can shine. Building a close relationship with an operator that can take ownership over travel details takes the onus away from sports teams and individuals and boosts efficiency along the way.
Private aviation is often the answer for ad hoc flights for athletes too for last-minute trips or when initial travel plans go wrong. As well as providing sports stars with the service they need, these relationships can also be beneficial for the operator.
“We work with sports teams to understand the travel demands of professional athletes, working to accommodate tight schedules, carry specialized equipment and supporting their need for preparing, resting and recovery,” explains Matteo Atti, global chief marketing officer at private aviation group Vista Global.
“We work with teams on both an ad hoc and partnership basis. Teams can book one-off flights as needed – which is ideal for away games, training camps or sponsored engagements – or for teams with frequent travel needs, we offer long-term partnership options that provide guaranteed availability, cost efficiency and a consistent service experience.”
Typically preferred for managing several tournaments at once, Atti says long-term relationships often include a dedicated account manager, pre-positioned aircraft and tailored in-flight services that support team performance and logistics.
VistaJet’s official and longstanding sports partnerships include services to F1 Scuderia Ferrari and Ferrari drivers, and golf legends Gary Player, John Rahm and Phil Mickelson.
A personalized approach
There are a number of factors that must be considered by a charter company when working with sports teams compared to other clientele.
Mark Hawkins, managing director at Smart Aviation, says the number of passengers is important as it differs with each flight, and flexibility is needed with last-minute passenger name changes. Teams fly with not only the players, but many other staff members like management, communications teams, physios and nutritionists, so plans can often change. “Equipment is also a major factor compared to some of our other non-sports clients,” says Hawkins. “We need to know exactly what equipment will need to be on the flight as this determines the choice of aircraft we present to the client.
“We ensure the hold is big enough not just for luggage, but for all the kit and sporting equipment, which is usually loaded into metal boxes. These only fit into the hold of certain aircraft types.”
Another consideration is on-board catering. Depending on the flight time and requirements of the team, Smart Aviation works with the team’s nutritionists and doctors to create bespoke menus for on-board snacks and balanced meals for the team, timed to fit around their schedule.
“Our approach is all about personalizing the flight,” explains Hawkins. “We get to know the team’s requirements, which can include preferred departure times, catering and FBOs. For example, we know some teams that will only fly on a VIP-configured aircraft.”
This need for personalization is a view shared by Mark Kuznetsov, founder and CEO at National Charter. The company’s sporting clients have included the footballer Ronaldo and Armenian Premier League team FC Pyunik.
Kuznetsov says athletes might have their own travel rituals, habits and requirements. Unnecessary trouble may influence their performance, so the charter operator always treats requirements with care and redundancy and always has contingency plans if needed.
“With some teams, it can be a bigger challenge as it’s a constellation of celebrities with their personal spaces, wishes and requests,” explains Kuznetsov. “Athletes are often frequent travelers due to their intensive schedule and that means each nuisance is bigger for them – our task is to make their travel experience seamless and comfortable.”
A tailored approach is also important to VistaJet’s service. The company offers athlete-specific VistaJet wellness menus, hydration options and circadian rhythm-based cabin lighting system to help combat fatigue and jet lag.
In addition, while VistaJet’s flagship aircraft, the Global 7500, can fly at altitudes of up to 40,000ft, its cabin is pressurized to feel like you’re at around 4,500 feet to help combat jet lag.
“Sports schedules are dynamic – games can go into overtime, weather delays are common, and last-minute changes are not unusual,” says Atti. “We build in flexibility to accommodate shifting timelines, including standby crew and repositioning options to adjust departure times as needed.
“Sometimes, a change of aircraft might be required when routes change, or the number of passengers is amended to accommodate new engagements.
“Vista offers a wide range of aircraft models and can arrange flights anywhere in the world.”
Charter versus commercial
Sergey Martusevich, chief marketing officer at National Charter, notes how collaborating with private charters over commercial airlines can be more beneficial to sports teams. He describes how sports teams need to keep their heads in the game and not be distracted by airport hustle, delays and technical issues of regular airlines, airport traffic and crowds.
He adds that charter flying can help athletes stay focused on their objectives and keep to schedule.
“They have a very strict agenda, so keeping to their timing is really crucial,” says Martusevich. “That is where we help with a flexible approach of itineraries, while regular airlines are rigid and may not match needed timings.
“Some destinations may require transfers, for destinations without direct commercial flights, which is unnecessary with charters. We can offer a ride for a team if the airfield is too far away from their destination, be it a bus, limo or boat.”
Atti agrees that working with a charter operator over a commercial partner provides multiple benefits for athletes, listing schedule control, enhanced comfort, time efficiency, privacy and security, and logistics for equipment and personnel all as key factors.
“In essence, VistaJet provides a seamless, stress-free travel experience that helps teams focus entirely on what matters most – preparation, performance, and recovery,” says Atti. “No two flights are the same. This means that an athlete’s individual requirements can be catered to, including who they are traveling with or what the next challenge looks like.”
Over the last 20 years, Smart Aviation has provided aircraft charters for global sports teams to key sporting fixtures including the Olympics, Rugby World Cup, Champions League and Premier League football matches, as well as to ice hockey, boxing, basketball, golf, motorsport and cricket tournaments.
“Flying on a private charter means flexibility, as teams can choose their own departure time to suit tight schedules and maximize rest time,” says Hawkins. “The same goes for return charter flights. Teams usually choose to fly straight back after a fixture on the same aircraft.
“The whole team and staff get a sense of belonging, increasing team morale and camaraderie, as the aircraft is exclusive to the group,” adds Hawkins.
“This factor becomes even more important to clubs when heading into important tournaments.”
Mutually beneficial
Atti says creating a successful partnership between a private charter provider and a sports team requires alignment on key pillars including trust, consistency, customization, and a deep understanding of the team’s operational and personal needs.
And while the benefits reaped by athletes is evident, such partnerships are also big wins for charter operators.
“These partnerships bring mutual value,” explains Atti. “For VistaJet, they strengthen brand exposure and demonstrate our ability to deliver at the highest level of service. They also provide recurring flight activity, which supports network optimization and long-term planning.
“Importantly, the visibility and prestige of working with elite sports organizations enhance our reputation in other high performance sectors, such as corporate leadership and entertainment,” he says.
So, what is needed to create a successful partnership in this realm? Atti says a dedicated point of contact, often in the form of an account manager or operations lead, is essential to ensure smooth coordination between the team’s logistics staff and flight operations, with proactive planning for each leg of the journey.
He adds that when both sides see the relationship as a performance and sponsorship partnership rather than a transactional arrangement, the results have more impact.
“On one hand, such partnerships are a symbiosis of each party doing their job, and on the other, are a great personal relationship where the team knows they are in good hands and can relax
and enjoy the ride,” explains Kuznetsov. “It is mostly about the human-centric, easy-going experience of the trips, as we are just a small part of what the sports people are going through.”
Partnering with private aviation allows sports teams to receive a tailored experience that can adjust to their ever-changing needs. From reliability and comfort to privacy and logistical care for equipment, partnerships allow charters to deliver greater efficiency, consistency and innovation.
“Flexibility isn’t just preferred – it’s essential,” concludes Atti. “Our experience with elite sports organizations allows us to anticipate needs and provide a reliable, tailored service that adapts to the unpredictability of professional sports travel.”
