BERLIN – November 2023
SC MAGDEBURG – A CLUB WITH CLEAR GOALS
SC Magdeburg, one of the best-known handball clubs in Germany and current winner of the EHF Champions League, has clear strategic goals. The club’s management has focused on three main objectives.
- Increasing revenue for top matches
- Rewarding loyal fans with affordable tickets
- Increase occupancy at special and non-league matches
Revenue from top matches should be increased to ensure financial stability and the further development of the club. The focus is also on appreciating the fans. Loyal supporters are to be rewarded with attractive ticket prices. Furthermore, an increase in attendance at currently less frequented matches is also a key aspect in order to fully exploit the club’s potential and strengthen fan loyalty even more.
PRICING AS A KEY FACTOR
Pricing is a key factor in achieving these goals. SC Magdeburg assigned Smart Pricer to comprehensively analyze ticket sales over the past five years in the Eventim.Tixx ticketing system and identify optimization opportunities. Over 20 analyses were conducted to understand ticket sales and identify optimization potential.
Example analysis: SCM catchment area for national league matches for use in sponsorship meetings
Based on these analyses, five relevant optimization measures were proposed:
1. EXKLUSIVE PRE-SALE
Introducing an exclusive pre-sale allows loyal fans to purchase tickets early, enhancing fan loyalty and boosting sales.
2. MORE CONSISTENT START OF GAME SALES
An even game release schedule ensures a more balanced attendance and increases the club’s planning certainty.
3. EXPANDING PRODUCT RANGE WITH BUNDLES AND PREMIUM TICKETS
The introduction of product bundles and premium tickets provides fans with a wider range of options while increasing sales
4. INDIVIDUAL BLOCK PRICING OPTIMIZATION
Granular pricing for individual blocks contributes to sales optimization while ensuring revenue maximization.
5. DATA-DRIVEN ADJUSTMENTS
Continuous monitoring and adjustment of prices can better consider short-term trends and demand
The implementation of these optimization measures has already shown success in various areas. Revenue potentials of up to 10-20% have been identified. This shows that data-driven pricing is not only crucial for the financial health of the club, but also ensures an optimized fan experience.
The partnership between SC Magdeburg and Smart Pricer demonstrates how data-driven pricing can help achieve a sports club’s goals. It’s a model that other clubs can consider to maximize their ticket sales potential.