Ticketing - How to increase the attendance at stadiums?

Another record-breaking season is behind us. In the recent months, Ekstraklasa stadiums have been visited by 2.85 million fans. For the past 2 years Ekstraklasa S.A. has been helping and advising clubs on raising the attendance.

From the perspective of sport, attendance is a key aspect when running a club. 14% of the total annual revenue is made up of the income gained on game days. On June 26-27 in Warsaw, club representatives met to discuss the new project - "Ticketing". The goal was to summarize the partnerships between clubs and Ekstraklasa S.A., and to set new goals for the upcoming season, which starts on July 14th.

The "Ticketing" project has been implemented 2 years ago, with the involvement of Millward Brown, the company which specializes in market research, and public opinion.

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The goal of the project is to build awareness around regular, and season ticket sales, and to serve as an advisor in management and operations associated with sales.

 

Last year, during monthly meetings between the clubs, next stages of the project were initiated. Part of the project, was the creation of the "secret client", who's job was to evaluate the stadiums and clubs from the perspective of an average fan. Thanks to this, clubs are aware of their fans' needs which allows them to match their strategy to the demands.

Each club's situation is unique, that's why each team gets an individual assistance from Ekstraklasa. During this process, a wide arrange of factors which have an impact on the number of fans on the stadiums, are considered.

 

In the initial phases of the project, the awareness of it amongst the clubs was low. Some of the teams didn't have the resources devoted to its' implementation, but that has since changed. Currently, there are teams devoted strictly to "ticketing". A growing trend shows that full commitment from the clubs has paid off, as almost a record 3 million fans visited the stadiums during the 2016/17 season.

Ekstraklasa S.A. looks forward to breaking another barrier in the 2017/18 season, as we hope to see over 3,000,000 fans watching from the stands. See you at the game! #NaStadionie.