How many small and mid-size businesses make up the core of your season ticket base? And what are the implications to those account holders due to tax reform’s disruption to their P/L Statement – the elimination of sports tickets as a business expense deduction?
And how does it impact the P/L statements of sports teams if even a small percentage, say less than 10%, can no longer justify that expense and abandon their season ticket packages?
One way would be to encourage the season ticket holder to maintain their relationship with your brand by getting the secondary market involved with it. I know, there is an unwritten rule among many teams that “thou shall not sell your season tickets on the secondary market”. But what about the advantages to the team by the primary account holder doing so?
- The team maintains a consistent and reliable revenue stream
- The team starts to collect data related to the secondary market opening up new and lucrative revenue streams
- The team expands their brand by embracing a second layer of season ticket holders and offering that secondary season ticket account base the same loyalty programs as extended to the primary season ticket holder
Looking to your season ticket holders as conduit to a vast secondary market will help not only mitigate the disruption that certain of your accounts are going to experience, it will open up an avalanche of opportunity to broaden and deepen your brand to your fan base.