MLS Promotions in the New Year

As we did during the MLS season and in the lead-up to the holidays, we are taking a quick look at MLS ticket promotions in preparation for the 2010 season.  This analysis is always somewhat limited because certain teams (e.g. Toronto and Seattle) typically don’t run discount ticket promotions because of their strong sales.  However, even those teams often combine ticket packages with bonus events such as high profile friendlies and offer group discounts for single game sales.  For now, we will focus on teams that are offering discounts  and how they are varying their packages following the conclusion of the holiday season.  In an important development, MLS is now offering a link to each team’s ticket packages from the front page of MLSnet.com.

Disappointingly, many teams are still pushing their holiday deals, some of which expired before Christmas.  By way of example, the Crew’s ticket page is still pushing a “Holiday 5 Pack”  that expired on December 23.  The Revs’ Holiday Four Pack remains heavily advertised, but unfortunately the link to the promotion is “dead” promising only that technical staff will be alerted to the error (this “dead” deal is still be advertised on certain soccer websites.  Other teams, such as DC United, are promoting a holiday pack (in DC its 4 tickets and a fleece Sweatshirt for $98), but the deal remains available. Houston and RSL (typically two of the teams most devoted to promotional events) have at least updated their page to indicate that there are no current special offers available.

In Los Angeles, the Galaxy are offering an Interliga package for the January tournament involving Mexican clubs.  The package includes tickets to one of the Interliga doubleheaders and tickets to the Galaxy home opener in March.  Prices for the package range from $20 -$50.  Dallas is offering a similar package, but adding a pair of FC Dallas scarves to the mix.  The package is going for a flat $80. The price difference between the offerings is pretty stark and shocking.  Given Los Angeles’ typically higher ticket prices, the price point in Dallas seems fairly high.  That said, we continue to believe that these types of promotions are outstanding opportunities for MLS to put its product before soccer fans that may have not seen the MLS product.  Moreover, unlike doubleheader games, these offers require fans to make a second trip to the stadium to see MLS matches in person.  While some will not avail themselves of the opportunity to attend the MLS game, those that do may represent potential new clients if the action on the field or atmosphere in the stadium impresses.

We will continue to monitor ticket promotions in the New Year.  Don’t hesitate to let us know about MLS promotions in your area.

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7 Responses

  1. Got the Revs 4 pack for Christmas. Time to work my way back up to the Revs game more often!

  2. FC Dallas is also offering a special ticket package that includes 2 tickets to Dallas Cup and 2 tickets to FCD home opener.

  3. [...] Yesterday we wrote about ticket packages offered by MLS teams for Interliga games in Dallas and Los Angeles.  Like other foreign soccer showcases, these events provide a great opportunity for Mexican teams to continue to put their product in front of fans in the US that are geographically removed from their favorite teams.  So how did they draw?  DuNord has the numbers and to date they have been pretty disappointing.  4100 in Dallas is not impressive. [...]

  4. Thanks Chaz. They are packaging a number of things with the opener…hopefully it is well attended.

    As for the Revs 4 pack, they put a lot of effort into marketing it through various digital media. It will be interesting to see if the effort works.

  5. Sounders FC is not even selling single game tickets yet. Those go on sale in Feb. They do have a promotion on though for the additional season tickets they’ve made available. Since the new tickets are the less desirable, upper bowl seats, they making them all-inclusive with food and non-alcoholic drinks. Here are some links:

    http://seattletimes.nwsource.com/html/soundersfcblog/2010477361_sounders_fc_2010_training_camp.html

    http://seattletimes.nwsource.com/html/soundersfcblog/2010477361_sounders_fc_2010_training_camp.html

  6. Thanks K61:

    That is good information. I am surprised they feel the need to include the food and drink option given the interest in tickets throughout the stadium

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