Christmas throws up the usual dilemma of what to get the sports fan in your life. Perhaps you’re considering upgrading to a new Sky Q package, getting the latest club scarf or shirt, or even a novelty reindeer head cover for their golf club? Or maybe, like many others, you would prefer to gift an experience of a lifetime, – let’s face it, which golf fanatic wouldn’t want to be on the 1st tee at the Ryder Cup or the 18th green at The Open, or which cricket enthusiast wouldn’t want to be at the opening day of The Ashes series?
Recent studies have shown that consumers’ interest in owning ‘things’ has waned and increasingly they have turned their attention to experimenting with new experiences. This has been dubbed the “experience economy” and experience ‘bucket lists’ have grown in popularity. Sports clubs and sports event organisers have prospered as a result and getting hold of tickets to these ‘bucket list’ sporting experiences have become like gold dust - making the prospect of attending them harder but more enticing than ever.
Most fans have an emotional connection to their favourite teams and athletes. And those loyal fans need to continue to feel connected to ensure they remain engaged. Clubs need to capitalise on this feeling – and encourage even more loyalty - by rewarding fans with unique benefits such as upgraded seats, attending a pre-game warm up, meeting the players or getting a behind-the-scenes tour. Special experiences like these could be the tipping point that turns a casual fan into a season ticket holder or convinces an at-risk season ticket holder that it’s worth it to renew.