The Secret Lives of Season Ticket Holders: What Keeps Them Coming Back?

Ever wondered what makes a season ticket holder tick? Is it the roar of the crowd, the thrill of the game, or something even deeper?

Let’s take a journey through the fascinating world of season ticket holders (STHs) and uncover the secrets behind their loyalty. A recent study by David J. Finch and his team sheds light on the hidden motivations and behaviors of these dedicated fans, offering insights that every sports marketer should know.

The Lifeblood of the Game

Imagine this: You’re at a packed stadium, surrounded by fans who’ve been coming to games for years. They know the chants, they wear the jerseys, and they live for game day. These are the season ticket holders, the backbone of any sports team. But what keeps them coming back, season after season?

David J. Finch, along with Gashaw Abeza, Norm O’Reilly, John Nadeau, Nadège Levallet, David Legg, and Bill Foster, set out to answer this very question. Their research dives deep into the psyche of STHs, revealing a complex mosaic of motivations and behaviors.

A Methodical Approach

The research team didn't just scratch the surface. They conducted six focus groups and surveyed over 1,000 respondents to get a comprehensive view of STH behavior. The result? Fourteen unique segments of season ticket holders, each with its own story.

The Fourteen Faces of Fan Loyalty

1. Evangelists: These fans live and breathe the sport. They’re the ones who paint their faces, camp out for tickets, and know every player’s stats by heart. Their passion is infectious.

2. Corporate Entertainers: For these fans, the game is a backdrop for business deals and networking. The arena is their boardroom, and the tickets are a line item on the corporate budget.

3. Family Focused: Picture this: A dad with his kids, sharing popcorn and teaching them the rules of the game. For these fans, it’s all about family bonding and creating memories.

4. Tipping Point: These fans are on the verge of not renewing. Maybe it’s the cost, maybe it’s a losing season, or maybe they just need a little extra nudge to stay loyal.

Why Do They Stay?

The study uncovered several key themes:

- Sport Driver Variance: Fans are driven by different motivations. Some crave the adrenaline of the game, others enjoy the social scene, and some use it as a business tool.

- Engagement Variance: Engagement levels vary widely. Some fans attend every game and consume all related media, while others are more casual.

- Satisfaction Variance: Price sensitivity, game day experience, and customer service all play crucial roles in satisfaction and loyalty.

- Life-Stage Variance: Fan behavior changes with life stages. A young professional’s game attendance patterns differ from those of a parent or a retiree.

Example: Take the “Family Focused” segment. These fans prioritize games that offer activities for kids and family-friendly schedules. Teams that recognize and cater to these needs can enhance loyalty by creating a welcoming environment for all ages.

Marketing Strategies: Turning Insights into Action

So, what can sports marketers do with these insights? Here’s the playbook:

1. Tailored Experiences: Create experiences that resonate with each segment. Host family days for the “Family Focused” fans and exclusive networking events for the “Corporate Entertainers.”

2. Personalized Communication: Use data to send personalized messages that speak to each segment’s unique motivations and needs.

3. Retention Efforts: Focus on retaining high-risk segments like the “Tipping Point” fans with special offers and personalized outreach.

Example: The Denver Broncos excel at segment-specific marketing. They host exclusive events for long-term ticket holders, offer discounted family packages, and provide premium networking opportunities for corporate clients. This tailored approach ensures that each fan segment feels valued and engaged.

The Future of Fan Engagement

Understanding the diverse and complex nature of STH relationships is key to building loyalty and engagement. By identifying specific segments and tailoring strategies accordingly, sports teams can ensure a vibrant, dedicated fan base for years to come.

So, how well do you know your season ticket holders? Share your thoughts and experiences in the comments below.

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Source: Finch, D. J., Abeza, G., O’Reilly, N., Nadeau, J., Levallet, N., Legg, D., & Foster, B. (2023). Season Ticket Holder Segmentation in Professional Sports: An Application of the Sports Relationship Marketing Model. International Journal of Sports Marketing and Sponsorship.