Flight Centre has generated upwards of $10m in sales from its fledgling sports events division as the retailer flagged its ambition to place a greater focus on the sector.

The 2015 Rugby World Cup in England signalled its first foray into the sporting group arena, with its range of product expanding since then to include European football packages, tennis, horse racing, cycling and triathlons.

Flight Centre Business Travel GM Daniel Heathwood, who also oversees the sports product, described the growth as encouraging. “While it’s not huge for us, it’s growing,” he said. “People now and again want to base their holiday around a sporting event and we want to offer our customers those experiences.”

The Commonwealth Games is the largest event currently being promoted by Flight Centre, with Heathwood flagging the future prospect of moving into international events.

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