4 min read

How Football Can Drive Digital Ticketing Sales for All School Sports

Learn how to increase digital ticket sales

As another school year approaches, many athletic programs are operating with limited funds and resources. One of the most overlooked ways to get the community involved and raise money is by integrating football ticket sales with other sports on campus.

Schools can easily accomplish this with digital ticketing. Football can help boost ticket sales for winter and spring sports by 30% or more when schools strategically leverage football to promote other sports.

Capturing the enthusiasm for football at the right time – when school just comes back into session – gives your program momentum and allows you to bundle different ticketing options to drive more revenue.

The Playbook: How to Leverage Football to Sell More Tickets

If you want to leverage football to make more money for all sports in your program this school year, follow these steps:

  • Bundle tickets for all sports events with season passes
  • Incentivize purchasers and reward them with a special gift or added benefit
  • Promote the offer online and in person
  • Follow up, follow up, follow up

Step 1: Offer All Sports Passes

Bundling is a technique where schools offer more than one product in a package, encouraging people to buy more than one product at a time. Football tickets can be successfully bundled with other sports by offering an all-sports season pass.

For many schools, football is the primary source of revenue from a ticketing standpoint, with consistently high attendance. By offering an all-sports season pass, schools can increase attendance for other sports, elevate the fan experience, and drive more revenue.

Consider selling an all-sports pass for $150. A football-only pass may be priced at $49 (i.e., five games at $12/each); however, including basketball, wrestling, girls volleyball, and more enables you to target the football fans and make the case that a buyer is getting 10x more events. While this may seem like a steep discount, remember that your football fans don’t always attend other sporting events.

Getting your football fans to buy tickets to other sporting events allows you to sell tickets that may not otherwise be sold, resulting in more revenue, better equity for different sports, and a growing fanbase.

Package Example:

  • Type: All Sports Pass
  • Includes: Entry to all sports on campus for the 2022-23 school year. More than 50 events!
  • Price: $150
  • Value Statement: Get $500 value for only $150 and support your school!

Step 2: Reward Buyers with Special Perks

Rewarding your fans is smart because it helps your school stand out and makes them want to participate in your next program. Everybody wants to feel special.

Honor your fans with a special gift or benefit for getting involved. For example, many schools will offer a t-shirt or commemorative cup for season ticket holders. The budget can come from all-sports season pass sales.

Spending a small percentage of your additional revenue by rewarding your special customers with a token of appreciation results in more loyalty and engagement in your community. As we mentioned, a t-shirt works great! Some schools provide stadium seat cushions or even complimentary items from the concession stand.

Rewards Ideas

  • Concessions - priority or complimentary meal ordering
  • Swag - special shirt, seat cushion, or cup for financial supporters or season ticket holders
  • Name inclusion - feature the names of supporters on the scoreboard during games
  • Preferred parking - designated spaces for season ticket holders
  • Preferred seating - reserved seats for season ticket holders

Step 3: Promote Your Offer Online and in Person


Online Promotion

With digital ticketing, schools can post their events on their branded webpage with all available ticketing options, including single event tickets, season passes, all-sports passes, booster member passes, and more. Fans can easily filter by category to find their preferred pass.

By listing all your season pass options on your ticketing page, you can encourage fans to attend multiple events for single sports and across campus.

For example, Rolesville High School in North Carolina does a great job of featuring all their pass offerings on their ticketing page. Fans can easily discover new events and ticketing options all in one place.

 

In-Person Promotion

You can also promote your season pass offerings in person at football games with signage near the gate. Fans can check out in seconds on their phones to buy a pass and simply present their phones at future events to enter.

Hosting an event to promote the all-sports season pass is another great way to boost sales. Schools often host fall sports registration events to get all sports families together and roll out the information needed to join teams and get involved. This type of event is a great place to announce your season ticket packages.

Additionally, you can promote your season passes at your Open House or other special events on campus. Making your school the center of the community benefits your programs in many ways. It gets people comfortable navigating the campus, which is often also the site of your actual games. You want your fans comfortable attending your events!

Step 4: Follow Up, Follow Up, Follow Up

Communicate throughout the year to remind your fans of upcoming events and drive more sales. Your target audience should be the families of athletes, then the greater school community of the student body and their families, and finally the neighboring community.

Email and social media are powerful tools to keep in touch with your fans, promote your events, and sell more tickets. Schools that manage events with GoFan have access to exclusive fan marketing technology that will find fans and promote events automatically to drive more sales.

School campuses always have exciting events related to sports, performing arts, and other activities. Communicating with your fans is essential to increasing attendance and engaging your community. People can’t attend your events if they forget about them or don’t know when they are happening.

Why Football Works to Sell Other Products

With the all-sports pass, schools can provide new options to fans and encourage them to attend events across campus. This not only fosters community engagement and fan loyalty but also captures revenue that would otherwise be missed.

Football is particularly impactful from a ticketing standpoint because of its typically high participation rates and large audience. There can be upwards of 200 football participants at a single school and thousands of fans who support one team.

Additionally, the fall season always launches with enthusiasm and momentum. Families are fresh and ready to support the cause when schools can reach them at the start of the new school year.

Next Steps

To learn more about how your school can benefit from digital ticketing and season passes, check out the blog post linked below or contact us.

How to Sell More Season Passes at Fall Registration

 

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