Doncaster, a ticket pricing model

This week saw Doncaster RLFC announce their ‘Challenge 100’ initiative in a bid to attract greater numbers of fans to buy season tickets for their 2018 campaign. The Keepmoat Stadium based club’s season ticket pricing is designed to reward fans by making the tickets cheaper as more people buy them:
Less than 500 sold- £60
500-749 – £50
750-999 – £40
1000+ – £30

A great initiative if you ask me, especially as it cost an adult £15 to attend one match in 2017 – so why don’t other clubs look at it?

Super League coverage this season has shown many stadiums to have swathes of empty seats with Salford Red Devils and Huddersfield Giants being two of the biggest examples of small crowds with the Manchester club’s being very well documented as one of Marwan Koukash’s main gripes during his tenure as chairman of Salford. While prices of £30-£60 may seen a be a bit on the cheap side if a Super League team wants to compete, surely selling 10,000 at £50 would be more profitable for a club than selling 5,000 at £100 each simply because of the additional products people buy when they are part of the club; merchandise, programmes and food to name just three.

Huddersfield Giants are offering a season ticket for a price of £125 which is superb value for top tier rugby league but one wonders whether a Doncaster-esque model of discounting tickets depending on the quantity sold would be of benefit to clubs who struggle to get big gates and who want to build their fanbase?


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