Commercial · 85 practices
Ticketing & Matchday
Fill the ground, price it right, and know who is in it. Gate revenue is the club's most controllable line.
- 01
Digitise 100% of tickets
Mobile/QR everywhere so every entry is identified and resale is controllable.
Impact high · effort medium
How to do it
- List every ticket type you sell and mark which still use paper, printed vouchers or manual lists at the gate.
- Ask your ticketing platform to issue mobile or QR tickets for each type, starting with season tickets and online single sales.
- Replace paper tickets sold at the box office with a printed or mobile QR code, so every entry is scanned.
- Brief stewards and send fans a short how-to before the first match, with a help desk at the main gate.
- Review scan data after each match to see how many entries were identified, and chase the gaps by ticket type.
- 02
Adopt fixture categories (A/B/C)
Price marquee, standard and low-demand fixtures differently.
Impact high · effort low
How to do it
- Rank last season's home fixtures by attendance and revenue, and note opponent, weekday and kick-off time beside each one.
- Group the fixtures into three bands: marquee, standard and low demand, and keep season-ticket holders' prices unchanged in every band.
- Set one price per band for each zone, and have the board agree the ladder before the sales window opens.
- Publish the full list of fixtures and their bands in advance so fans can plan and compare.
- Compare gate revenue and attendance per band with the same fixtures last season, and adjust the bands for the next campaign.
- 03
Layer demand-based adjustment on categories
Adjust remaining inventory pricing in the final weeks by demand.
Impact high · effort medium
How to do it
- Start only once fixture categories are working, and choose a few marquee fixtures where demand is strongest to test on.
- Agree with the board the rules: how far the price may move, from which date, and that season-ticket holders are never affected.
- Check sales pace against a normal pace every week in the final weeks before the match, using your ticketing platform's sales report.
- Move the price of remaining seats only when sales are clearly ahead of pace, and keep walk-up prices fixed throughout.
- Compare revenue and attendance on adjusted fixtures with the same fixtures last season, and keep the method only if both held up.
- 04
Score season-ticket renewal risk
Flag at-risk holders early (attendance drop, no engagement) and intervene.
Impact high · effort low
How to do it
- Export scans per season-ticket holder for the current season and sort by matches attended, lowest first.
- Flag the holders who attended fewer than half their matches, and add a note for anyone who has stopped opening your emails.
- Assign each flagged holder to a named person on the commercial team, who will contact them before the renewal window opens.
- Call each holder to ask what they missed and why, offering a seat change, a payment plan or a flex option where it fits.
- Log every call outcome in a sheet and compare renewals among flagged holders with the rest, season on season.
- 05
Run a structured renewal campaign
Early-bird window, loyalty pricing, payment plans, deadline comms.
Impact high · effort low
How to do it
- Write the renewal calendar once: early-bird opening, benefits reminder, payment plan reminder, deadline and last call, each with a date and owner.
- Set an early-bird price or perk for holders who renew before a fixed date, and agree it with the board in advance.
- Offer a payment plan and a loyalty benefit for long-standing holders, and explain both clearly on the renewal page.
- Schedule every email and message in your tools on the day the window opens, so nothing is improvised later.
- Track renewals weekly against the previous season at the same date, and call the holders who have not responded after the deadline email.
- 06
Measure true seat utilisation
Scan-in vs sold per fixture; publish no-show rate internally.
Impact high · effort low
Measured
Brøndby's share of paid seats actually scanned rose from 67% to over 91% across three seasons; the club publishes it as a health metric.
The Football Club Operating Playbook · Sports Finance Institute
How to do it
- Pull tickets sold and scan-ins for every home match from your ticketing platform into one shared sheet.
- Calculate the no-show gap for each match as sold minus scanned, and split it by season-ticket and single-match buyers.
- Share the sheet internally after every match so the commercial, operations and communications teams see the same figures.
- Look for patterns by opponent, weekday, weather and zone, and note which seats are most often empty.
- Review the trend monthly and use it to decide whether to open resale, a give-back scheme or new pricing.
- 07
Sell hospitality as products, not favours
Named packages with set prices, capacity and a sales target.
Impact high · effort medium
How to do it
- List every hospitality space you have, with its capacity, view and what can realistically be served in it.
- Build two or three named packages, each with a fixed price per seat, a clear inclusion list and a capacity limit.
- Write a one-page brochure per package, with price, what is included and how to book, and publish it on your website.
- Set a sales target per package and per season, and give each package an owner on the commercial team.
- Review bookings against target each month, and rework or retire packages that do not sell.
- 08
One-minute mobile checkout
Guest checkout, wallet passes, saved payment; kill account-creation walls.
Impact high · effort medium
How to do it
- Buy a ticket yourself on a mobile phone, time every step, and write down each screen that asks for more than is needed.
- Ask your ticketing provider to allow guest checkout, and remove any compulsory account creation before payment.
- Enable wallet passes and saved payment methods so returning buyers can pay in a few taps.
- Retest on several phones and connections, and ask a few fans from your supporters' group to try it.
- Compare completed purchases against abandoned baskets after each fixture, and fix the screen where most buyers leave.
- 09
Capture consented identity at purchase
Every buyer becomes a marketable profile with GDPR-clean consent.
Impact high · effort low
How to do it
- List every point where fans give you their details, such as online checkout, box office and group sales, and check each captures a name and email.
- Add a clear, separate consent tickbox at checkout for club communications, with a plain explanation of what fans will receive.
- Ask the box office to record contact details for every walk-up and group sale, using a short form or a QR code.
- Send all captured details to one central list or CRM, and agree with your data protection lead who may use it.
- Review monthly what share of buyers are contactable and consented, and set a target for the next month.
- 10
Automate lapsed-buyer win-back
Trigger offers to fans who attended last season but not this one.
Impact high · effort low
How to do it
- Build a list of fans who attended last season but have no scan or purchase this season, using your ticket data.
- Write a short series of three emails, the first asking one honest question about why they stopped coming.
- Add a modest offer to the later emails, such as a discounted fixture or a family ticket, with a clear deadline.
- Set the series to send automatically whenever a fan joins the lapsed list, and remove anyone who returns.
- Measure how many recipients come back to a match, and compare that with your results from cold campaigns.
- 11
Offer season tickets as a monthly subscription
Let fans pay for a season ticket in instalments with priority access, removing the high upfront cost that deters younger supporters.
Impact high · effort high
- 12
Offer upgrades and add-ons inside the ticket checkout
Show hospitality, parking, merchandise and food bundles during purchase, especially for sold-out matches when intent is highest.
Impact high · effort medium
- 13
Give loyal fans priority before general sale
Open sales to long-standing members and season ticket holders first so they are not left buying from resale sites.
Impact high · effort low
- 14
Build a membership ladder from casual fan to hospitality
Define clear steps from casual attendee to member, season ticket holder and hospitality guest, with a better offer at each rung.
Impact high · effort medium
- 15
Launch a membership with priority access and member pricing
Create a membership with priority access to high-demand matches, loyalty points or tiers and member pricing.
Impact high · effort medium
- 16
Add self-ordering and express lines at concessions
Introduce self-ordering kiosks, express lines or in-seat delivery to speed up food and drink service.
Impact high · effort medium
- 17
Let fans preorder refreshments for pickup or seat delivery
Enable preordering of food and drink in the club app, with pickup at a counter or delivery to the seat.
Impact high · effort medium
- 18
Offer an incentive for anonymous fans to register data
Give anonymous ticket buyers a clear reward, such as a discount or prize, in return for signing up their details.
Impact high · effort low
- 19
Hold ticket, shop and membership data in one fan record
Combine ticketing, shop and membership records in a single central view of each fan.
Impact high · effort high
- 20
Use one fan ID across ticketing, content and merchandise
Link every ticket, content and shop interaction to a single fan ID to build a complete profile.
Impact high · effort high
- 21
Host women's team matches at the club's main stadium
Stage selected women's team home games at the main ground, where supporters say they would be more likely to attend.
Impact high · effort medium
- 22
Sell personal seat licences to fund stadium upgrades
Sell long-term seat rights to raise capital for stadium improvements and reduce reliance on debt.
Impact high · effort high
- 23
Create entry-level ticket offers for casual fans
Design low-commitment ticket products aimed at casual fans rather than only the most dedicated supporters.
Impact high · effort medium
- 24
Open an official resale channel
Season-ticket holders release seats; club resells and shares value.
Impact medium · effort medium
Measured
Ajax resold 63.030 tickets through its official resale channel in a single season, its annual report states.
Jaarverslag 2023 24 · AFC Ajax, 2024
How to do it
- Ask your ticketing platform whether it supports a release-and-resell function, or agree a simple manual process with the box office.
- Write short rules: how holders release a seat, until when, how the resale price is set and how the value is shared.
- Invite season-ticket holders by email to release seats they cannot use, and make releasing a one-click action.
- Offer released seats to your contactable fan list first, so the new buyer's details stay inside the club.
- Review each month how many released seats were resold and how much value reached holders, and adjust the rules accordingly.
- 25
Build a group-sales pipeline
Schools, companies, associations: one owner, a calendar, and pricing.
Impact medium · effort low
How to do it
- Name one person as owner of group sales and give them a shared calendar covering every home fixture.
- Choose low-demand fixtures first, and set a simple group price, a minimum group size and a reserved block of seats.
- Build a target list of local schools, companies, associations and amateur clubs, and write to them well before each match.
- Offer a small extra such as a photo on the pitch at half-time, and confirm every booking in writing.
- Track groups contacted, groups booked and seats filled per match, and review the pipeline together every month.
- 26
Bundle tickets with F&B / merch
Family bundles and fan packs lift both attendance and spend per head.
Impact medium · effort low
How to do it
- Choose a few soft fixtures where attendance is usually low, and pick the simplest bundle to try first.
- Agree with your catering and retail teams what goes in the bundle, such as a family ticket with meal vouchers or a fan pack.
- Set a bundle price that is clearly better value than buying items separately, but still covers your costs.
- Sell the bundle on your ticketing page and at the box office, and tell your contactable fans by email.
- Compare attendance and spend per head on bundle fixtures against similar fixtures without a bundle, then decide whether to widen it.
- 27
Activate 8–10 fixtures per season
Theme days, community days, derbies, planned like campaigns.
Impact medium · effort medium
How to do it
- Look at next season's fixture list and pick the home matches that suit a theme, such as a derby, a community day or a youth day.
- Give each activated fixture a named owner, a short plan, a budget and a date for the first announcement.
- Involve partners such as schools, local businesses and supporters' groups, and agree what each will promote.
- Run a content and email plan starting several weeks before the match, and collect contact details on the day.
- Compare attendance, spend and new contacts on activated fixtures with ordinary ones, and keep the themes that clearly work.
- 28
Price kids/youth aggressively
Cheap youth seats today are season tickets in five years.
Impact medium · effort low
How to do it
- Check your current youth and child prices against what nearby clubs and local attractions charge for children.
- Set a clearly low youth price, perhaps tied to an adult ticket, and have the board agree it for the whole season.
- Promote it through local schools and your youth teams, and invite parents to register their children's details with consent.
- Create a simple path for young fans from a single ticket to a youth season ticket as they come back.
- Track the number of youth tickets sold, how many return, and how many later convert to season tickets.
- 29
Fix the walk-up experience
Clear signage, card-only gates, no queues at kickoff.
Impact medium · effort low
How to do it
- Walk the route from the car park or station to a seat on a match day, and note every unclear sign and every queue.
- Put clear signs at the walk-up ticket points and gates, showing prices, payment methods and where to go.
- Offer card or phone payment at walk-up windows, and open every window well before kick-off.
- Place extra staff at walk-up points for the half hour before kick-off, with a simple script for common questions.
- Time the walk-up queue at several matches and review complaints, then repeat the fixes where queues are still long.
- 30
Report gate KPIs weekly
Attendance, yield, utilisation, no-show, one dashboard, every Monday.
Impact medium · effort low
How to do it
- Agree four or five figures to track: attendance, ticket revenue per seat, seat utilisation, no-show rate and sales pace for the next match.
- Build one shared sheet or dashboard fed from your ticketing platform, with one row per fixture and one column per figure.
- Name one person who updates it every Monday, with the previous match and the next fixtures' sales pace.
- Hold a short weekly review with the commercial lead, ticketing and marketing, and record one decision from each meeting.
- Check at season end whether weekly figures prompted decisions, and drop any figure that never changed an action.
- 31
Segment pricing map by zone value
Reprice zones by actual demand and sightlines, not history.
Impact medium · effort medium
How to do it
- Pull sales by zone for every home fixture over the last season, and add the view quality and distance from the pitch for each zone.
- Mark the zones that sell out early and the zones that stay empty, and note the exceptions with a reason.
- Draft a new price map: raise prices modestly on undervalued zones, lower them on weak ones, and avoid a headline rise.
- Test the new map on a few fixtures before applying it to the whole season, keeping holders' prices protected.
- Compare revenue and occupancy by zone against the same fixtures last season, and adjust the map for the next campaign.
- 32
Introduce flexible ticket products
5-match passes and flex bundles for fans who can't commit to full season.
Impact medium · effort medium
Measured
FC Copenhagen's subscription-based ticketing lifted average home attendance from around 15,000 to nearly 27,000, Football Benchmark reports.
Maximizing stadium potential: Strategies to optimize matchday revenue · Football Benchmark, 2025
How to do it
- Survey a sample of single-match buyers about what stops them buying a season ticket, using a short online form.
- Design one simple flex product, such as a pass for a set number of matches, with a clear price and the right to choose fixtures.
- Decide which fixtures and zones are included, and keep marquee fixtures outside the pass to protect season-ticket value.
- Launch it to your contactable single-match buyers first, and sell it on your ticketing page from the start of the season.
- Review how many flex buyers attend, renew or move up to a season ticket, and adjust the product accordingly.
- 33
Post-match purchase journeys
Next-match offer within 48h to single-match buyers while intent is hot.
Impact medium · effort low
How to do it
- Identify single-match buyers from each home match in your ticketing platform, using the scan list from the evening.
- Write one email with a thank-you, a highlight from the match and a clear offer for the next home fixture.
- Schedule the email to go out the morning after, and finish sending it within two days of the match.
- Make the offer easy to buy in one click, and set a short deadline to create urgency.
- Track how many recipients buy the next match and compare it with your previous results when you wrote a week later.
- 34
Annual price review with elasticity check
Test price moves on selected fixtures/zones before season-wide changes.
Impact medium · effort medium
How to do it
- Choose a few fixtures or zones where you want to test a price change before the season-wide review.
- Define in advance what you will compare, such as attendance, revenue and no-shows against similar fixtures, and who decides.
- Change the price on the test fixtures only, keeping season-ticket holders protected, and tell the board it is a trial.
- Review the results with the numbers after the matches, comparing against the same fixtures last season.
- Present the evidence to the board, then roll out only the changes that raised revenue without hurting attendance.
- 35
Require minimum attendance to keep season ticket privileges
Set a minimum number of home games season ticket holders must attend to keep their renewal rights, and tell them before the season.
Impact medium · effort medium
- 36
Launch a named campaign to fill no-show seats
Run a branded campaign that asks season ticket holders to release or use seats they will not occupy, and report the results to fans.
Impact medium · effort low
- 37
Add streaming and content to subscription ticket bundles
Bundle match streaming and exclusive club content with the ticket subscription so it carries value beyond the seat.
Impact medium · effort high
- 38
Consult supporter groups before changing ticket prices
Meet supporter groups before any pricing proposal is finalised, so changes are shaped with fans rather than announced to them.
Impact medium · effort low
- 39
Set resale prices to stop unofficial markups
Cap official resale at or near face value so fans are not pushed to platforms that charge well above it.
Impact medium · effort low
- 40
Track who attends and value per match, not only sell-outs
Report attendee mix and revenue per match next to sell-out status, since a sell-out only measures demand.
Impact medium · effort low
- 41
Use access rules to keep scalpers away from peak games
Combine smarter pricing with access rules for high-demand matches so scalpers are held back without alienating core supporters.
Impact medium · effort medium
- 42
Restrict high-demand sales to verified members
Sell selected fixtures only to verified members to reduce away-fan infiltration and protect the home atmosphere.
Impact medium · effort low
- 43
Send early renewal offers based on attendance
Trigger an early renewal offer for fans whose attendance history shows they are loyal this season.
Impact medium · effort low
- 44
Automate recovery of failed renewal payments
Use renewal tooling that retries failed payments automatically and logs every change, so renewals do not lapse by accident.
Impact medium · effort medium
- 45
Offer upgrades and early access to highly active members
Segment members by attendance and spend, then send upgrade offers or early access to the most active.
Impact medium · effort low
- 46
Sell a low-priced membership with mini season ticket and shirt
Offer a supporters membership that includes a short home season ticket and an official shirt at a single price.
Impact medium · effort medium
- 47
Set a price floor so single games never undercut season tickets
Set a minimum single-match price so occasional buyers never pay less than a season ticket holder.
Impact medium · effort low
- 48
Offer a last-minute ticket at a convenience premium
Sell late tickets at a higher price to less price-sensitive buyers who value deciding at the last minute.
Impact medium · effort low
- 49
Show estimated wait times at concessions on screens
Install screens that show wait times and guide fans to the nearest concession stand or restroom.
Impact medium · effort medium
- 50
Show the live match on screens in concession queues
Put live match feeds on screens where fans queue so waiting does not mean missing the action.
Impact medium · effort low
- 51
Let fans pre-book parking and transit in the app
Offer parking and transit booking before matchday inside the club app to cut queues on arrival.
Impact medium · effort medium
- 52
Fix restrooms, cleanliness and wayfinding before adding premium extras
Audit restroom capacity, cleanliness, sightlines and signage first, since fans rank these above luxury add-ons.
Impact medium · effort medium
- 53
Increase stadium dwell time with pre- and post-match offers
Programme things to do before and after kickoff so fans stay longer and ticket price rises are less necessary.
Impact medium · effort medium
- 54
Programme pre- and post-match events for younger fans
Add pre- and post-game events and atmosphere features that younger supporters rank among their top priorities.
Impact medium · effort medium
- 55
Keep new fan programmes from diluting season ticket value
Design extra fan programmes so they add to, rather than compete with, the season ticket offer.
Impact medium · effort low
- 56
Ring-fence concession prices for older and younger fans
Protect reduced prices for older and younger supporters and other vulnerable groups from general increases.
Impact medium · effort low
- 57
Remind lapsing holders what they lose by not renewing
Tell season ticket holders that not renewing means losing their seat position, the main reason fans renew.
Impact medium · effort low
- 58
Survey ticket buyers on what they want next
Contact ticket buyers regularly to ask for their views on future engagement, since most fans report never being asked.
Impact medium · effort low
- 59
Ask why fans cancel and offer a temporary lower fee
Add a question to the cancellation flow and, when price is the reason, offer a reduced fee for a limited period.
Impact medium · effort low
- 60
Shift budget toward keeping existing season ticket holders
Weigh retention spend above acquisition spend, since winning a new subscriber costs far more than keeping one.
Impact medium · effort low
- 61
Segment ticket buyers by matchday habits
Group buyers by age, loyalty type and matchday habits so ticketing offers can be targeted.
Impact medium · effort medium
- 62
Match incentives to fan profiles: upgrades, content or prizes
Use fan data to offer seat upgrades or limited-edition tickets to some, early content to others and prizes to the rest.
Impact medium · effort medium
- 63
Offer tailored matchday packages from fan preference data
Use preferences from the club's digital platform to offer matchday packages, behind-the-scenes events and discounts to individual fans.
Impact medium · effort high
- 64
Launch a paid digital membership with non-ticket benefits
Sell a digital membership with content and perks that do not depend on holding a ticket.
Impact medium · effort medium
- 65
Use a customer data platform for personalised ticket offers
Gather fan data in a customer data platform and send personalised content that sells tickets and merchandise.
Impact medium · effort high
- 66
Award loyalty points for tickets, attendance and merchandise
Give fans points for using the app, buying tickets, attending matches and buying official merchandise.
Impact medium · effort medium
- 67
Charge a real price for women's team matches
Stop giving away women's team tickets and set a price that signals the product has value.
Impact medium · effort low
- 68
Offer ticket discounts to participants of local sports events
Partner with local fun runs and sports days to give participants discounted match tickets.
Impact medium · effort low
- 69
Invite core supporters to bring a casual friend to matches
Give season ticket holders a way to bring casual fans along, so shared passion turns them into regulars.
Impact medium · effort low
- 70
Connect ticketing, point of sale and club app in one experience
Join ticketing, in-stadium payments, news and streaming into one connected fan experience.
Impact medium · effort high
- 71
Provide reliable stadium wifi for mobile tickets and payments
Invest in strong stadium connectivity so mobile entry, ordering and payments work and fans choose the stadium over the TV.
Impact medium · effort high
- 72
Give-back scheme for released seats
Unused season seats go to schools/charities, full stands, new fans, goodwill.
Impact low · effort low
How to do it
- Ask season-ticket holders to tell you in advance when they cannot attend, using a simple form or button on your ticketing page.
- Agree a list of schools, youth teams and charities who would welcome unused seats, with a named contact at each.
- Send the available seats to those partners a few days before kick-off, with clear collection or entry instructions.
- Invite the guests to join your fan list with consent, and thank the holder who released the seat.
- Count the seats given away per match and the contacts gained, and review how the stand looks on match days.
- 73
Away-fan and neutral packaging
Dedicated allocation, bundles and comms for travelling and neutral fans.
Impact low · effort low
How to do it
- Check with the league or the visiting club what allocation travelling supporters get, and where they sit.
- Contact the visiting club's supporters' groups early, offering a ticket, travel and local food or drink package.
- Build a short information page for away fans covering directions, entry, prices and facilities, and share it with the other club.
- Treat neutral or local fans who follow the visiting team as a separate audience, and market the fixture directly to them.
- Review how many away seats were sold, and what visitors spent, then repeat the offer for the next visit.
- 74
Accessibility audit of buying + attending
Accessible seating, companion policy, step-free info, audited annually.
Impact low · effort medium
How to do it
- Walk the whole fan journey with an accessibility lead or supporter who uses the facilities, from booking to leaving the ground.
- Check seating, companion tickets, step-free routes, toilets and the information on your website and ticketing page.
- Write a list of gaps ranked by how much they affect fans, with an owner and a date for each fix.
- Publish a clear accessibility page and a contact for questions, and ask disabled supporters for feedback.
- Repeat the audit each year and report to the board what was fixed and what remains.
- 75
Weather/kickoff contingency playbook
Pre-agreed comms and offers for reschedules and bad-weather fixtures.
Impact low · effort low
How to do it
- List the situations that disrupt a match, such as postponement, a kick-off change, severe weather or an empty stand, and write a response for each.
- Draft short message templates in advance for email, social media and the website, each with refund and exchange options.
- Agree who can approve an offer, who sends messages and how quickly, and put the names on a contact sheet.
- Prepare an offer for affected buyers, such as a switch to another fixture or a credit, to keep their money with the club.
- After each disruption, review how many buyers kept their tickets and update the playbook.
- 76
Publish ticket prices before the season starts
Release the full price list ahead of the season so season ticket holders know what they pay and trust is protected.
Impact low · effort low
- 77
Reward loyal away travellers with points and priority
Give fans who travel to away fixtures bonus loyalty points and priority access for away tickets.
Impact low · effort low
- 78
Seat supporters club members together in one block
Group members of the official supporters club in a dedicated stand area to build atmosphere and loyalty.
Impact low · effort low
- 79
Push advance single-match sales to plan staffing
Run early-bird offers on single-match tickets so most are sold well ahead and each event can be staffed properly.
Impact low · effort low
- 80
Send fans stadium maps and dining options before matchday
Share facility maps and food options digitally ahead of the match so fans can plan their visit.
Impact low · effort low
- 81
Cap away ticket prices with other clubs
Agree with league peers a fixed ceiling on away ticket prices so travelling fans are not priced out.
Impact low · effort low
- 82
Deploy a chatbot for ticket and matchday questions
Add a chatbot to the website or app that answers parking, kickoff and ticket questions and records what fans ask.
Impact low · effort low
- 83
Give fans an opt-out from personalised ticket messaging
Tell fans when messages are personalised and let them opt out of tailored offers.
Impact low · effort low
- 84
Track a family cost-of-attendance index each season
Calculate the cost of tickets, parking, food and drink for a family each season and compare it with last year.
Impact low · effort low
- 85
Send a Know Before You Go email before each match
Email ticket holders directions, tips and local restaurant lists before matchday.
Impact low · effort low