SempreMilan had the opportunity to speak with Michele Ferraris, who is part of the Product Marketing and Business Intelligence department at AC Milan. Michele could help us take an in-depth look at ticket sales of the Rossoneri.
1. How did the season ticket campaign go this season? How did it improve from last season?
“The season ticket campaign has been successful even if it started very late. The 2018/19 campaign started in mid-July due to the Elliott takeover and finished on September 14th with 30.000 subscribers.”
2. How much of the stadium is allocated for season tickets, and how many seats are allocated for individual game buyers?
“The Giuseppe Meazza Stadium, commonly known as San Siro, is an iconic stadium considered as La Scala theatre of football. San Siro is the home of A.C. Milan and Inter Milan. It has 3 rings for a total seating capacity of 80,018, making it one of the largest stadiums in Europe, and the largest in Italy.
“In the occasion of regular matches, only two rings are opened reducing the capacity to 50.000 seats. The third ring is opened only for big matches expanding the capacity to 80 thousand and creating a unique and fantastic atmosphere.”
3. What are the sales strategies that the AC Milan sales team uses to target new season ticket buyers?
“We start the campaign by offering the old season tickets holders the opportunity to renew their seats 15 days before starting the sales. We promote sales with a local advertising campaign on tv, radio, and newspapers.”
4. What is the ratio between the new buyer compared to returning season ticket holders?
“It depends on different factors, the main is the player’s transfer campaign and the level of enthusiasm the club is able to create around the upcoming season.”
5. Are there any perks that you get for being a season ticket holder? (eg. meeting the players) Do you get access to all the home games, including any European competition games?
“No, there aren’t any perks for the season ticket holders. They only have access to Serie A matches.”
This season, AC Milan has averaged 50,000 fans per game. So as Michele stated that would be enough to fill the first two levels at the San Siro. What the figures show is that around 60% (less with the third rings opened) of the San Siro has been sold for season tickets, which is interesting because that leaves roughly 20,000 seats open for individual game buyers.
To put that in perspective, the average NBA/NHL stadium in the United States holds 21,000 and they sell over half of their arenas for season tickets. Two seasons ago, Milan were averaging just 37,000 fans a game, so in the last two seasons that has jumped 13,000. You can see the excitement since ownership has started to heavily invest in the team and add some world-class players.