Case study: Norwich City

Last Modified: 25 Jul 2008
By: Lewis Hannam

Norwich City have been one of the great success stories for season ticket sales in the past decade.

The Championship club, which finished 17th last season, have 20,000 season ticket holders and 700 on a waiting list.

Season tickets at the club's Carrow Road ground range from £366 to £537 for adults, with significant discounts for younger fans.

Norwich increased its standard prices for season tickets by about 2.8 per cent from last season.

Andrew Cullen, the club's director of sales and marketing, explained the club's ticketing policy.

He said: "In 1995 we had just 6,000 season tickets and decided to change our philosophy and move towards affordable family football.

"In 1995 we had just 6,000 season tickets and decided to change our philosophy."
Andrew Cullen

"We started to involve supporters in pricing decisions, and also the way we sold and marketed tickets. That was the first stage.

"Using that strategy we grew sales from about 6,000 to 10,000 in the first few years. This included discounted tickets for youngsters.

"Then we had the success of getting to the play-off final (2002) and that helped us get the figure up to 13,000.

"After that eventual promotion (2004) took us up to 19,000, and despite relegation (2005) we have managed to hold the total at 20,000, which is a capped figure. People have stuck with us, there are about 700 on a waiting list for next season too.

"One of the main tactics we have used is to analyse the nature of our fan base, 14,000 of our season ticket holders are from multiple households.

"I think that is a trick that many football clubs miss, that they should market to families and groups rather than just individuals.

"We also try and spread the costs of season tickets for families, allowing them to pay for the tickets over the course of 12 months, rather than in one lump sum, because that can be too much.

"We invest a lot in community initiatives which is very, very important. That builds a relationship."
Andrew Cullen

"We also launch earlier than most, starting the renewal process early in the new year to allow plenty of time and planning.

"There are significant discounts too. An under-12 can get a season ticket for just £25 in our expanded family area, but obviously there's a financial benefit for the football club in that there will be an adult with them.

"This also helps combat the problem of season ticket holders getting older, in terms of average age.

"There's also the intangible aspect of what we do as a football club, we invest a lot in community initiatives which is very, very important. That builds a relationship."