The Clubhouse
The Easiest 20%+ You’ll Add to Matchday Revenue
Clubs adding simple options into the ticket purchase journey (car park passes, hospitality upgrades, merchandise, memberships) have seen revenue increase by up to 22%, often with barely any extra effort.
The reason is straightforward. Fans buying a ticket are already in "yes" mode. They've committed their time, accepted the price and decided they want to spend money with your club. They're also time-sensitive rather than cost-sensitive: a small extra cost doesn't put them off, but the hassle of sorting it separately often does.
Here is how to do it in three steps.
Start with the products supporters want, not new ones you need to create.
Look at what your club already sells outside the ticket journey: parking, replica shirts, hospitality packages, memberships, food and drink vouchers, family experiences. Any product a supporter might purchase before or on matchday is a candidate.
The question to ask is simple: what are people currently buying in a separate transaction that they decided on at the same time as their ticket?
Resist the temptation to offer everything at once. The best checkout experiences present one or two genuinely relevant additions, not an endless menu.
Think about which products make most sense for which fixture. A car park pass is relevant to most fans at most matches. A hospitality upgrade makes more sense for a cup fixture than a mid-table league game. A commemorative shirt is only relevant when there is something to commemorate.
Within the Fanbase network, clubs have seen strong results with a short list of add-ons. One club recorded its strongest-ever home shirt sales simply by offering shirts alongside season ticket purchases. Another sold hundreds of foam fingers this way. Others have generated record hospitality sales using the same approach.
The product did not change. The timing did.
The final step is placement. An add-on offered during checkout, at the moment a supporter has already decided to attend, will consistently outperform the same product promoted in a separate email campaign days later.
Supporters are already thinking about their day: where they'll sit, how they'll travel, who they're bringing. An option that answers one of those questions at that exact moment feels like good service rather than a sales push.
The goal is one connected journey, not a series of separate transactions.
Clubs that have done this well report that the revenue lift is real and the operational change is minimal. Most already have the products. The only thing that changes is when and where supporters are shown them.
If you want to see how this works in practice, get in touch.