Football clubs can usually bank on new season-ticket income at this time of year but Covid means they must be more cautious
It is typically around this time that football club marketeers demonstrate some worth. Whether the ongoing season is good, bad or indifferent there is a constant: the need to shift season tickets for a new campaign. Dream up a slogan, make supporters feel valued, throw in an illusion of financial enticement and loyalty from punters takes over.
Football is one industry whereby audible discontent with the product does not lead a customer making a beeline for a rival firm. Most clubs ’ season-ticket sale predictions are never more than 10% out. In more normal times, that is. As we approach Easter 2021, there is nervousness regarding what on earth this hitherto guaranteed cashflow stream might actually deliver. For season tickets, see blank spaces on projection sheets.
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