Industry update: more on ticketing, development and fan experience

Read more on the Allsvenskan away card system, the OTT video platform of SL Benfica, 880 additional seats at Johan Cruijff ArenA and more in ESSMA’s weekly industry update.

Fan Experience & Hospitality

• SL Benfica has become the first club in Portugal to launch a digital video platform featuring exclusive content produced daily for its fans. The over-the-top (OTT) platform, called Benfica Play, will feature content ranging from exclusive one-to-one interviews with former and current stars, footage from the dressing room, behind-the-scenes video from matches and training sessions and much more. The club has hired a dedicated digital video team following the first team and producing exclusive content 365 days per year.

• eLaLiga sees participants number double with over 33 LaLiga clubs participating. Global interest in eSports in on the rise for some years, but 2020 might be the final breakthrough year. Traditional football clubs are eager to join as it helps them to move beyond their traditional fan base. In addition, the first sponsors are also applying to esports teams. 

Operations & Ticketing

• For the 8th season in a row Allsvenskan and Superettan offer 100 fans of each Swedish club the opportunity to purchase a unique Away Card so they can access all away matches at a discounted rate.

• Over 800 Feyenoord fans on a limited income could enjoy a life football match for free due to the generosity of the club’s season ticket holders. They were convinced by a fan to give their ticket to those less fortunate for one match on January 18th. At the end, even Feyenoord jumped in with some free tickets. It was a day to remember for those Feyenoord fans!

Development & Construction 

• Johan Cruijff ArenA started with the expansion of 880 additional seats in the corners of its venue to battle the increasing demand for more season ticket cards. The additional areas should be ready by EURO 2020.