Season ticket policy in European clubs

Season ticket campaigns are a key component of the business of European football clubs, marked by the need to innovate to retain fans as well as winning new ones. Campaigns are fine tuned to reach a club's target audience but also to improve a club's general public image.

In general, season tickets grant the holder access to all home games for one season. The ticket offers a price cheaper than individually purchasing a ticket for each home game. Season tickets usually offer priorities or discounts for domestic cup matches and, depending on the club, European cup matches.

• Revenue from season tickets have been constantly increasing in Germany and England for the last 10 years. The modernisation of German stadiums have lead to a 30% increase in season ticket sales since they hosted the World Cup in 2006.
  
  
• These new German stadiums have encouraged a dramatic increase in crowds, making the Bundesliga the most popular European league in 2012/13, with an average attendance of 42,525. As for specific clubs, Borussia Dortmund ranked first in Europe, attracting an average of 80,512 fans…