Modern professional football clubs are in a continuous search for novel products and experiences that can be converted into habitual income steams both compatible with day-to-day economics and profit revenues. Ventures differentiate on numerous fronts but share the ultimate aim of sustaining the ever-growing cost related to the sport.
Within such context, the fan experience has maintained its place at the centre of commercial activity. From season ticket holders to fans looking for tailored experiences, an unwavering support and readiness to invest time and money supporting the team, attending matchdays and accessing the latest products within the football world withstands in spite of on-field performance or external issues.
However, football is no exception to an ever-changing sporting landscape. Over the past few decades, gamedays in the United States have undergone a gradual progression towards a combination of entertainment and spectacle. In respect to this adherent, founder of directive ALSD, a business centred on premium seating, said: “thirty years ago VIP ticketing represented just three per cent and now it is a new product that has increased to 20% of seating and an income accounting for 40% of ticketing.”
Hosting ASLD’s Europe One & Only Premimum Seaing and & Hospitality, Dorsey’s insight was part of a wider summit in Dublin which acts as a meeting point for numerous projects that seek to revalue stadium space, activate ticketing initiatives and incorporate assets within the sector.
In attendance was RCD Mallora CEO Maheta Molango, who had the pleasure of sharing the club’s latest ticketing enterprises and progression including: the VIP Corner, PayPal presidential lounge, Tunnel Experience, press conference viewing room and the recently installed Mini VIP Stand.
As part of a continued commitment to the renovation of Son Moix, the Tunnel Experience’s introduction situates fans in a once off-limits area as players leave the changing room and enter the pitch. Exclusive behind-the-scenes viewing has been further made accessible by a pioneering press conference viewing room located behind assembled journalists. Ticket holders can watch player and manager reaction through a one-way glass wall, meaning supporters never miss a detail while still enjoying a premium service. The final addition to Son Moix’s ever-growing experiences is the VIP Mini Stand. Seating attendees only a few metres behind the south stand’s goal, the private terrace hosts a maximum of 62 people catered by a dedicated food and drive service in addition to personal televisions screening replays and highlights.
Referring to the club’s new ticketing ventures, Molango said the intention was to: “create new areas where people, who want more than to just watch the game, have a unique experience. It’s about compatibility between our faithful fans and VIP zones that have an elevated price different to the public profile.”
Among the invited speakers was Marshall Glickman, former president of the Portland Trail Blazers and founder of sports business consultancy firm G2 Strategic. Having worked alongside RCD Mallorca to identify opportunities within the marketing and ticketing sectors at Son Moix, Glickman said: “We want to give more attention to millennials and Generation Z while also having a crowd which is 50% women at Son Moix. The stadium offers numerous spaces that have potential to boost income.”
