2013 Winners In Focus – Sponsorship, Sales & Marketing Award

Brentford FC’s ‘Pay What You Can’ Campaign triumphed in this year’s ‘Sponsorship, Sales & Marketing Award’ at TheStadiumBusiness Awards in Manchester.

Under the ‘Pay What You Can’ initiative, advance match tickets for Brentford fans were sold at the price the supporter was able to afford. The minimum price for a ticket was £1 and every ticket, whether for adult, senior, student or junior, was up for sale.

The judges chose it as the winner of the Sponsorship, Sales and Marketing prize ahead of schemes including Cardiff City’s stadium-wide demand-based pricing and the Stade de France’s live Tweet campaign.

Dynamic Pricing Pays Off

When announcing Brentford as the winner, the judges said: “In challenging financial times, if we want to move things forward we need to engage with the public at a level they appreciate.

“Brentford’s ‘Pay What You Can’ campaign was high risk, but highly creative and ultimately generated more money.

“It is a cut-down, no-frills version of ʻdynamic pricingʼ which the industry is now embracing globally.”

Mark Devlin, Brentford FC Chief executive, said: “Everyone at Brentford Football Club is delighted to have received this award.

“It is recognition of an idea that was first discussed once the fixtures had been announced and one that came about because the club is very aware that it needs to everything it can to keep attracting fans of today and tomorrow.

“What better way than offering a top of the table game, just before Christmas for as little as £1?

“The promotion has allowed us to substantially increase our database, and we can already see real interest from fans of this promotion in purchasing season tickets for 2013/14.”

Has your stadium considered ‘Dynamic Pricing’? Share your experiences on our LinkedIn group by clicking here.