Official supporters clubs: the untapped potential of fan loyalty

Abstract

Preference analysis was conducted among supporter club members of the German national soccer team. Survey results based on 493 completed questionnaires underline the market potential of official fan loyalty programmes due to a high average willingness to pay and a general preference for cheap and easy to implement 'right of first refusal' benefits for tickets as the main supporters club feature. Adequately designed supporters clubs may present soccer clubs with a new source of income while creating opportunities to improve stadium atmosphere and security.