The table below catalogues research the Trust has recently completed on the offer made by Championship clubs to its 2020/21 season ticket holders. It shows that the offer of pro-rata credit towards 2021/22 season tickets by SWFC, reduced by £10 per home match watched on Ifollow, is amongst the worst in the Championship. It is worth remembering that season ticket holders’ use of Ifollow to watch home games does not generate any short-term revenue for the club. In this context, a good number of clubs in the Championship have offered their season ticket holders free access to home matches on Ifollow, as well as several other options including a full, partial or rolling refunds and attractive retail offers. It is not hard to fathom why clubs have taken this approach. This extension of goodwill to supporters is designed to produce business benefits, which Sheffield Wednesday should pay attention too given the club’s current situation:
- By feeling valued and engaged by the club supporters are less likely to request a refund on their 2020/21 season ticket, which legally clubs are almost certain to have to offer at some stage. The collapse of income associated with Coronavirus means the club should do everything it can to avoid the number of refunds (55%) requested on 2019/20 season tickets.
- With refunds on 2019/20 season tickets still to be completed offering free Ifollow home games is a way of compensating supporters for their patience, which in turn helps with point 1.
If the financial realities are so perilous that SWFC cannot match the offer delivered even by Championship clubs such as Wycombe, then it needs to be made clear to supporters. The club must paint a realistic picture in public about what fans can expect as it will require a change in expectations amongst fans. Members do not expect the club to operate in a goldfish bowl, but they do believe the club can do much better on sharing the broad strategic picture with fans. If this conversation does not happen then, sadly, frustration and alienation will continue to grow between supporters and chairman.
Offer by Championship Clubs to its 2020/21 Season Ticket Holders
