The England soccer team will make a historic first visit to the Aviva Stadium in Dublin on Sunday, June 7, 2015. It will be the first time they have played in Dublin since rioting caused the abandonment of the last meeting on Irish soil in 1995.
Times have changed for Anglo Irish relations and for soccer in the intervening twenty years and the fixture will be a major boost for sales of season tickets covering the 2014/2015 period of six international games.
Season tickets in recent years have accounted for only ten per cent of attendance, leaving the FAI exposed in terms of cash flow as well as the capricious nature of sporting performance and form.
That should step up considerably now with some smart moves in terms of the benefits that ticket holders will get.
Fear of Missing Out
Firstly it is likely that at least three of the games in the package, against England and two key Euro 2016 qualifiers against Poland and Scotland will sell out. That introduces a fear of missing out that will drive a short term boost in sales.
Secondly the pricing has been pitched at what will be seen by most as reasonable and affordable. Adult tickets are available for only €138 and child ones for €54. Family tickets of two adults and two children can be bought for €318 making an average ticket price per person per international game of less that €14.
There are phased payment options as well which will be a big help.
Finally there is an option to buy additional tickets in a pre-sale period before the tickets for the England game are offered to the general public. This is likely to encourage those who would be borderline on the benefits to step up for the season package, and also to mean that tickets may be sold out within the long term fan base, a real positive for the long term relationship between Irish soccer and its core fan base.
High profile
Other benefits include bonus attendance at the FAI Ford Cup final in Aviva Stadium, priority ticketing for away matches, priority tickets for tournaments and pre-sale rights for club matches organised by the FAI at Aviva Stadium. Liverpool against Shamrock Rovers in May is likely to be followed by other high profile visiting teams across the summer.
The season ticket will also provide free admission to all home women’s senior and underage matches.
“The inclusion of the England match along with an eagerly anticipated qualification campaign makes this sure to be a winning ticket for Irish supporters,” said FAI Chief Executive John Delaney.
“With pre-sale rights to purchase additional tickets added to this year’s Season Ticket package, it represents record value for supporters and the only way to guarantee your seat at the big matches in store over the coming season.”
Strong relationship
“We have been very conscious of pitching the package for fans at a price which will be seen as of value,” added FAI Commercial Director Max Hamilton speaking to Sport for Business.
“Giving added value through the pre sale option on England and the club friendlies, and expanding the exposure of the FAI Ford Cup Final and our women’s and under age international teams through additional free admission means we are building a strong relationship with the fans across all areas.”
