Great Ideas in VVIP Experiences: Lone Star Ballroom and M Club Blue

Members-only clubs that include robust programming and exclusive perks are proliferating across sports. But even as they grow, maintaining discretion, or at least an aura of mystery or secrecy, is important to consumers. The Texans’ Lone Star Ballroom and M Club Blue makes our list of Great Ideas in VVIP Experiences for 2026.

Lone Star Ballroom and M Club Blue

Provider: Houston Texans

The experience: The team is launching the BMW Lone Star Ballroom and M Club Blue this NFL season, giving members two exclusive spaces in NRG Stadium on game days, as well as deep integration with the BMW brand, which renewed a sponsorship with the team to incorporate the new membership clubs.

The BMW Lone Star Ballroom contains the more exclusive M Club Blue and is being built in a formerly unfinished part of the 25-year-old stadium. M Club Blue will have only 11 memberships available, with each member entitled to bring three guests, making 44 the maximum number in the club. Neither Lone Star Ballroom nor M Club Blue memberships include game tickets, and neither club offers a view of the field.

Perks: All-inclusive food and beverage, pregame field access on game days at NRG Stadium, exclusive gifting, and, for M Club Blue members, a (paid-for) BMW Driving Experience in Greenville, S.C. With the program yet to formally debut, it’s likely additional perks will be created.

Buyer/member customer service: On game days, M Club Blue members will be picked up in a BMW vehicle and dropped off at NRG Stadium’s dock lot, which was previously reserved for team owners and players. There, M Club Blue members will be greeted by their personal concierge — each member will be assigned one for the season — ensuring they have a seamless experience at the stadium.

Cost: The M Club Blue initiation fee starts at $40,000, with the annual membership fee topping $100,000. Lone Star Ballroom membership begins with a $20,000 initiation fee and an annual membership of at least $66,000, based on availability and term.

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