Case studies

Fan survey for Djurgårdens IF

Following the recent move to the Tele2Arena, the club wished to gain an understanding of fan’s perceptions of and sensitivities to potential new ticketing initiatives that were under consideration.

In 2013, Djurgårdens IF moved from Stockholm Stadium to the Tele2 Arena. The move to a larger venue presented a range of new challenges and opportunities, with the club looking to capitalise on the move through developing a new ticketing and sales strategy to increase both attendance and revenues.

Over a period of six months, Deloitte undertook an extensive customer research project with supporters. The survey was developed in collaboration with Djurgården's management team and inspired by similar ‘best practice’ cases from European football clubs. The results of the survey were analysed and presented to the club’s management team and included profiles of customer’s perceptions across other topics of importance.

The work resulted in concrete proposals for new ticket sales strategies aimed at generating increased ticket sales as well as attracting a broader reach of supporters.

We also submitted extensive research on supporter’s views across a range of other topics and Deloitte’s work formed the base of the club’s 2015 pricing strategy.

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This project has given us a good understanding of our supporters' perceptions and expectations of our game events. Deloitte has presented several concrete proposals that are part of our commercial strategy for 2015. We are pleased with the work that Deloitte has done for us.”

Henrik Berggren , CEO Djurgården Football

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