Customer story

TSG Hoffenheim

TSG Hoffenheim is a renowned German football club with a loyal fan base. However, the most devoted fans, the season ticket holders, felt disadvantaged compared to new customers and event fans who received more attention with promotions, contests, and small gifts. The football club wanted to change this by creating a quiz specifically for the season ticket holders.

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Engagement time
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Games finished
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Partner included per matchday

The Challenge

TSG Hoffenheim received feedback from season ticket holders who felt they received less attention compared to new customers and event fans, who were more involved in promotions and contests.

FOCUS: Why are season ticket holders so valuable for a football club?

  • Regular income: Season ticket holders provide a stable source of income for football clubs, as they pay for the entire season in advance.
  • Loyalty: These stadium visitors are usually the most loyal fans of a club and support them in good and bad times.
  • Atmosphere: Season ticket holders contribute to a positive atmosphere in the stadium and can encourage other fans to attend games regularly.
  • Marketing: Season ticket holders are an important factor in a club’s marketing as they act as ambassadors for the club and can recommend it to friends and family.

The Solution

To address this issue and give more attention to season ticket holders, the football club decided to create a quiz that was advertised in the Friday matchday newsletter, visible only to season ticket holders.

Five questions were asked about the previous match against FC Schalke 04. The main prize consisted of 5×2 VIP seats for the match against 1. FC Köln on Saturday.

The Results

The engagement time of 68 seconds and a games finished rate of 70 % demonstrated the interest and appreciation of the most loyal fans. The goal of selling more season tickets and reducing the no-show rate was also achieved.

Because with the purchase of a season ticket, fans also have the chance to win so-called “non-buyable products,” such as a signed shirt or a meet-and-greet with the team.

The campaign worked well because people like to demonstrate their knowledge. Ideally, users share the results and the game with their friends and family, generating positive word-of-mouth.

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