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THE CASE OF PARIS FC:
FREE TICKETS UNTIL THE END OF THE SEASON
THE DECISION.
“Supporter Paris ca n’a pas de prix” is the slogan of the new marketing campaign launched by Paris FC. The less known club in Paris, has in fact decided to give away tickets to all its fans until the end of the season. This decision aims to attract more fans to the stadium and increase the resale value of television rights.
THE CONTEXT.
In football everybody knows Paris as the city of the European giant Paris Saint-Germain, the club born to give european football resonance to one of the most iconic city of Europe. Less known is a club located on the other side of the Seine River, Paris FC which has had a less glorious (but still older) existance, mostly bouncing between Ligue 2 and the Championnat National, with their last appearance in the top French league dating back to 1979.
Today, to improve the team's image, Paris FC management has made a unique decision: from November 3 onwards, until the end of the 2023/2024 season, all spectators can enter Stade Charléty completely free of charge.
WHY IT WORKS.
This free ticket initiative isn't just about filling seats; it's about building a community around the team. By allowing fans to attend matches without cost, Paris FC is fostering emotional connections, building affection, and creating lasting memories among supporters. These emotional ties go beyond the game itself, encouraging fans to engage more deeply with the club.
Imagine the impact of a young fan attending their first match for free - the excitement, the joy, the memories made. That positive experience can turn casual observers into devoted fans, driving them to purchase team merchandise, from jerseys to scarves and beyond. Additionally, fans who attend matches are more likely to buy concessions, participate in fan experiences, and engage with sponsor promotions, all of which contribute to increased revenue streams for the club.
FURTHERMORE.
The whole point of this strategy, is actually to create a better sport product, a more desirable one, using the community engagement built around it, the emotions that the team creates among the people, and thence the request to see the matches. This inevitably goes to impact the market once there will be negotiations for the TV rights in the following season.
CONCLUSIONS.
This new approach to match live fruition goes againt the logic of modern football which sees the ticket prices always on the rise. This strategy gives back to community, to the roots of football. Only time will tell us if it will work. For sure it has grabbed everyone attention.
By Andrea Peddis
Sport Communication specialist
Published: Apr 15, 2024 11:30
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