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.