Oct 24, 2023

Ready to make the switch to subscriptions? Here's what you need to do

Ready to Make the Switch to Subscriptions? Here's What You Need to Do

If you're ready to make the switch to subscriptions for your football club, we've got you covered. Here's a step-by-step guide to help you get started, with tips from Norwegian football clubs that have successfully implemented this model.

Subscription models are evolving the way football fans attend matches. By offering fans a convenient and affordable way to secure tickets, clubs can increase attendance, boost revenue, and build stronger relationships with their supporters.

Norwegian football clubs have been at the forefront of the subscription evolution. In 2020, all 16 clubs in the Norwegian top tier offered subscription tickets. This has led to a number of positive outcomes, including:

  • Increased attendance: Norwegian clubs have seen a significant increase in attendance since introducing subscriptions.
  • Stronger fan bases: Subscriptions have helped clubs to build stronger relationships with their fans.
  • More sustainable revenue streams: Subscriptions provide clubs with a more sustainable and predictable revenue stream.

A step-by-step roadmap for introducing a subscription model:

  • Conduct thorough research: Start by immersing yourself in the world of subscription models. Understand the various types available and analyse what other clubs have implemented. This research will be the foundation for creating a tailored subscription strategy that aligns with your club's unique needs and caters to your fans.
  • Audience segmentation: Carefully consider your target audience for subscriptions. Tailor your subscription offerings to cater to distinct segments of your fan base. For instance, you might design different subscription packages for families, young professionals, and die-hard fans to meet their specific preferences.
  • Competitive pricing: Investigate the pricing strategies of other clubs that have adopted subscription models. Strive to find the right balance between affordability and the value of your product. Your goal is to offer competitive prices that reflect the quality and experience your club provides.
  • Streamlined sign-up process: Simplify the subscription sign-up process for your fans. Make it a hassle-free experience on your website, where fans can subscribe with just a few clicks. The smoother the sign-up process, the more likely fans are to embrace your subscription service.
  • Aggressive promotion: Ensure your fans are well-informed about your new subscription service and its array of benefits. Promote your subscriptions vigorously through multiple channels, including your website, social media platforms, and email marketing campaigns. The more you showcase the value of your subscriptions, the greater the engagement you'll generate.

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Valuable Insights from Norwegian Football Clubs:

  • Diverse subscription choices: Provide a range of subscription options that cater to varying preferences among fans. Offer choices in terms of subscription durations, pricing tiers, and bundled benefits. This approach broadens your appeal and resonates with a wider fan base.
  • Simplified subscription management: Ensure that fans can easily oversee their subscriptions. Implement user-friendly tools that enable subscribers to update payment details, switch between subscription plans, or cancel their subscription with utmost convenience. This flexibility enhances their experience and motivates them to maintain their subscriptions.
  • Recognition of fan loyalty: Demonstrate your appreciation for fan loyalty by extending exclusive perks. Subscribers can enjoy special discounts and access to promotions that motivate them to renew their subscriptions.
  • Additionally, consider introducing a rewards program that allows subscribers to earn points for activities such as attending matches and purchasing club merchandise. This not only showcases your gratitude but also nurtures stronger and lasting fan relationships.

To sum up

By diligently adhering to the guidance provided in this article, you can effectively put in place a subscription model tailored to your football club's unique needs. This strategic move not only results in increased attendance and revenue but also fosters more robust and enduring relationships with your dedicated fanbase.

Further Recommendations:

  • Personalise the fan experience: Elevate your supporters' sense of belonging by offering customised benefits and exclusive experiences. For instance, consider sending personalised birthday greetings, extending invitations to exclusive events, or providing early access to fresh merchandise. These personalised touches will reinforce the idea that fans are cherished members of your club's community.
  • Local collaboration: Form partnerships with local businesses to grant your subscribers exclusive discounts and perks. This collaborative effort enhances the allure of your subscription offering, making it even more enticing to fans while creating a sense of local camaraderie.
  • Embrace evolution and enhancement: The subscription arena is in perpetual flux. To remain at the forefront, it's crucial to consistently evolve and enhance your subscription services. This may entail introducing new subscription options, expanding the array of benefits, or establishing new partnerships with local enterprises. This adaptability ensures your strategy stays in harmony with your fans' evolving desires and expectations.

By integrating these suggestions into your approach, you can construct a subscription strategy that not only aligns with your business objectives but also enhances the overall fan experience. It's a win-win proposition that benefits both your club and its devoted supporters.

Delve into the intricacies of season ticket subscription strategies by joining us for the webinar titled, Why Norwegian football has increased its ticket sales and how UK clubs can copy their success.

During this insightful webinar, Thomas Torjusen, Head of Media, Technology, and Chief Digital Officer at the Norwegian Professional Football League (NPFL), will provide a comprehensive overview of the strategies that have propelled the league and its associated clubs to remarkable success, resulting in record-breaking ticket sales. Don't miss out on this opportunity to gain invaluable insights.

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