Mansfield Town Stand with Supporters

Mansfield Town Football Club
Case Study

Record Season Ticket Sales for the Stags Year After Year.

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The Story

When Mansfield town teamed up with Kaizen Ticketing in 2022, the Stags had a healthy 2,800 season ticket holders. There was a ‘pay in person’ culture at the club, which meant match days could be chaotic, with 5-600 people turning up on the day to buy tickets.

Whilst attendances were strong, this meant the club would struggle to confidently plan for the future as sales were happening so late. It also meant there was room for attendances to be dictated by the weather – an unfortunate downpour at 11am could knock 2-300 off the attendance that afternoon.

A key contributor to the challenge of reducing walk up culture and late purchasing was an unreliable online sales process. Despite attempting to buy online, some supporters would find it difficult or be left unsure as to whether they’d purchased tickets successfully. Over time, this led to a lack of trust in online sales and further fuelled the preference to buy in person.

After narrowly missing out on promotion to League 1 via the playoffs, Mansfield launched their season ticket renewal campaign a few weeks after the promotion final. Any apprehension as to whether supporters would still be engaged after the disappointment of the playoff defeat was quickly dismissed as 2,000 season tickets were renewed in the first five days of sale.

That momentum continued as they went into the 22/23 season with more than 4,500 season tickets sold – setting a new club record.

An improved online user journey through the Kaizen software meant that as well as making it easier for fans to buy season tickets, the ‘pay in person’ attitude on match day was also diminishing. By the end of the 22/23 season, in person sales had reduced from an average of 500 per match down to 100.

Following another closely contested season and the Stags missing out on the playoffs by just one point, the main focus over the summer was to maintain a high renewal rate following the previous years’ success.

Once again, the club were able to exceed their expectations, setting a new club record as over 5,000 season tickets were sold for the 23/24 campaign. This year, they introduced a Direct Debit option to help fans spread payments over the summer. This was a key factor in helping existing fans to renew and enticing those that may have been on the fence.

When asked about the impact of Kaizen ticketing in an interview in FC Business Magazine, Club Operations Director, Alex Sherriff was quoted as saying “They have been a big contributing factor as to why we have sold a record number of season tickets this summer.”

The in person, on day number has since drastically reduced now too. With many matches at The One Call Stadium either selling out in advance or being declared as ‘all ticket’ matches, match day, in person sales are now very much a rarity.

"They have been a big contributing factor as to why we have sold a record number of season tickets this summer."

The Feedback

The Results

“Kaizen were really easy to work with and were good ‘hand-holders' in the early days of implementing the system. They have been a big contributing factor as to why we have sold a record number of season tickets this summer.”

Alex Sherriff, Operations Director

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Increase in Season Ticket Sales in First Year

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Season Tickets were Sold for the 23/24 Campaign

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Increase in Season Ticket Sales in Second Year

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Decrease in ‘In Person’ Sales on Match Day