Case studies

Ticket strategy and pricing for Bolton Wanderers Football Club

The club was keen to gain an understanding of supporter satisfaction, price sensitivity and interest in new ticketing products.

Building on four previous projects at the club, the Deloitte Sports Business Group delivered a web based survey targeting current and lapsed ticket holders, examining supporter attitudes, motivations, pricing perceptions and opportunities for new product development.

In addition to previous work, we examined supporters’ reactions to the new direct debit scheme and their expectations as to where the club should finish. We segregated our analysis to consider the impact that good and bad on-pitch results had on fan sentiment.

The survey achieved over 3,500 survey completions, allowing for a detailed analysis of the results. We provided insights into fan sentiment, renewal intentions, impact of the direct debit scheme, as well as testing price sensitivity across different seating locations and ticket types.

Our findings informed the clubs’ development of its ticketing strategy for the season and into the future.

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Deloitte consultants have worked with us for three seasons helping to develop innovative strategies for ticketing and hospitality and to help the Club retain current supporters and customers and attract new ones. Their research-based approach has involved extensive contact with thousands of Bolton Wanderers supporters and partners, enabling them to express their views and contribute to the overall strategy setting process. Deloitte’s approach and contribution has added significant value to the Club’s planning activities, and they will continue to be an excellent and trusted advisor.

Allan Duckworth, Chief Executive, Bolton Wanderers FC

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