The hidden profits of digital ticketing

There are many well-documented benefits to digital ticketing. Such benefits include convenience, saving time and understanding your fans better. Many people who are in the process of introducing digital ticketing to their clubs will know this, however, one of the biggest benefits that is less obvious is the often immediate positive impact on revenue. This happens for a few reasons:

Reaching a wider audience

By giving your fanbase a digital option to interact and purchase from the club, you are likely to see revenue from those who otherwise may not have been able to physically attend the club. For example, a fan living abroad who grew up near your club may purchase a season ticket or membership to help support the club from afar. 

Having a digital offering also opens up your club to groundhoppers or traveling football fans looking to attend a game, having an accessible ticketing system allows these fans to purchase without hesitation or confusion.

Keeping up with the trends

90% of sports fans are now mobile first. By offering digital ticketing you are tapping into the avenue of purchasing that is the preference for almost all of your fans.

Naturally, this results in more tickets sold and more fans coming through the gates.

Uncovering hidden revenue

At Fanbase, we have identified that on average around 5% of fans don’t turn up to fixtures. This is one of the biggest hidden revenue drivers with digital ticketing that we have found. The majority of the time fans are happy to contribute to the club and for clubs’ to keep the money.

This means just by offering fans the chance to purchase before match day, clubs are selling more tickets and achieving more revenue than before.

This is, of course, not to say that fans not coming along is a good thing, the more fans the better! But, undeniably it is money going to the clubs that they would not have if not for digital ticketing.

Let’s say your club charges £10 per game and you sell 600 digital tickets per game, on average. Now, the scale for people not attending varies based on an array of factors but let's say an average of 30 fans don’t attend per game then you’re looking at an extra £5,400 across the season, increase that average to 50 fans per game and you are looking at an extra £9,000 per year.

It is evident that employing digital ticketing can unlock extra revenue and engagement with your club for a few different reasons. It more than covers the cost too and often ends up in a net benefit before you consider all of the other value you gain.

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