Selling Tickets in MLS

The playoffs are looming and the last few regular season games are here.  It has been a while since we looked at promotional efforts around the league, so we thought the stretch drive presented a good opportunity to look at ticket sales efforts for the end of the season and start of post season.  We’ll start in Chicago where the Fire are running a “pink” themed promotion as part of Breast Cancer Awareness month.  Through the team website and phone number, fans are offered the opportunity to puchase $30 seats to the game that comes with a commerative T-shirt.  The first 200 people to buy through the promotion also get the opportunity to participate in a pregame even on the field.  The team will play in special uniforms as part of the promotion.

The always aggressive DC United front office is offering a “Drive for the Playoffs”  promotion sponsored by VW.  The team has three home games in one week and is offering tickets to all three matches at rates as low as $57 for the set.  All three games could have significant playoff implications for all of the teams involved. Tickets can be purchased all price levels at a slight discount over typical match prices.  You can see the promotional prices and offerings by clicking here.

Finally, a nod to the Seattle Sounders, who have opened up Century Link Field for their final game of the year.  The match is Kasey Keller’s last regular season home game and ticket sales .  In addition, the team is partnering with a local soccer club to offer special $15 seats that will benefit the club scholarship and field drive with $5 of each seat sold.  60k plus are expected for the game which was part of a three pack with the Red Bulls and ManU games.

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5 Responses

  1. My hats off to the Seattle Sounders fan’s. What a great fan base!

  2. Red Bulls have a promotion going for its last game with the Union. Here is the email they sent to season ticket holders:

    Dear ______

    Since assuming the role of president of the New York Red Bulls in June, I have asked my staff to develop and implement a number of initiatives aimed at selling out our available ticket inventory with the clear goal of filling the arena on match days.

    Some have been successful and some have not, but overall the strategy has worked. We have sold out 3 of the last 5 home matches and the team has a 2-0-1 record in those matches. It’s obvious that our players feed off the energy when Red Bulls fans like you come out in force.

    We now approach the last match of the season and we’re in a potential must win situation against the Philadelphia Union. This is a match where we could be fighting for a playoff berth or perhaps even playing for the Eastern conference title.

    We want to give our team the best chance of winning. To do that, we want to sell out Red Bull Arena, again. And we want to ensure people use their purchased tickets.

    To help achieve these goals, we are launching a new promotion to the general market, which includes a free adidas Red Bulls replica jersey with the purchase of tickets in selected midfield and sideline sections. If you would like to take advantage of this deal, please click here.

    In the recent past, we have heard about season ticket holders not being included in some of these general public sales initiatives.

    Since you are a valued season ticket holder and already have a match ticket, we would like to offer you an exclusive season ticket holders ONLY deal to purchase these jerseys…an $80 retail value…for only $20. This is an incredible deal and another way for us to say thank you for all your support.

    Click to take advantage of this unique online offer. Pick up your replica jersey when we see you on October 20th at Red Bull Arena.

    We hope you come out and support your team as we continue our push for the MLS Cup.

    Regards,

    Chris Heck.
    http://www.newyorkredbulls.com

  3. A real promotion would have been: “Thanks STHs. Here is a FREE jersey.”

    Don’t think Mr. Dassler would go along with that, though.

  4. The interesting part of the Red Bull promotion is that it is aimed both 1) at increasing tickets sold by making the tickets a better deal and 2) at encouraging people to use the tickets that they bought by requiring that the jerseys be picked up at the game. The latter has been a big problem for Red Bulls (and from TV pictures other teams)—large chunks of empty seats even in a supposedly sold out stadium. I assume part of it is that some of the tickets were given away to groups who did not use the tickets, but it even happens in the season ticket sections at midfield where there are always empty seats around us. People couldn’t make it, but also couldn’t find anyone to take their seats.

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