AC Milan have revealed that a partnership with London-based firm WePlay has helped the club achieve a 7.5-per-cent increase in ticket sales.
As SportBusiness note, Milan begun the partnership at the beginning of the 2019-20 season with the objective of increasing the club’s commercial revenue through digital streams.
Just six months into the collaboration it appears to be working, as the Rossoneri are reporting a 7.5-per-cent year-on-year growth in their overall ticket sales.
Of that, 25 per cent was attributed to sales to new audiences, which is essentially customers who have never previously bought a ticket to see Milan play at the San Siro.
It is good news for a club who have struggled financially in recent years through declining revenue streams.
The report adds how in 2015-16 average home attendance dropped to 37,000 and WePlay, knowing the challenges they face, have launched ‘a series of data-led digital marketing initiatives to re-engage existing fans and reach new audiences’.
The average attendance at Milan home games this season is just over 54,000, showing a marked improvement. Part of that is attributed to tourism, as WePlay are looking to develop the Milan brand globally.
Casper Stylsvig, the chief revenue officer at AC Milan, spoke about the campaign and the benefits it has brought.
“Innovation is an important part of AC Milan’s DNA and we are delighted to see our increased focus on digital have such an immediate commercial impact,” he said (via SportBusiness).
“Our relationship with WePlay has helped us to welcome new fans into the AC Milan community, which is an important part of our ambitious plans to drive revenue for the club.”