That said, sometimes tickets can be used as currency that drives business objectives for both your corporate partners and your club.
The partnership between Major League Soccer and Audi is an ideal example:
- Audi receives a limited number of “free” tickets selected matches at all MLS stadiums.
- Audi then offers these tickets (in pairs) to their best customers (based on tenure of Audi ownership), via e-mail. “Audi ownership has many perks” is quite a benefit, especially when you are being offered a gift that you did not expect.
- The Audi customer then can request the tickets. Because the quantity of tickets is limited, Audi is able to create urgency.
- MLS and the club then receive the customer data – having the opportunity to convert a person that may never have attended an MLS club to a new customer that they can retain for years to come.
You can read more HERE, where you will also learn how MLS is leveraging its partnership with Audi to expand its fan base and position its brand and how Audi is leveraging to build loyalty and link its brand to performance. This partnership is brilliant in several ways!