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Cash or card? - The views of Germany's four major sports leagues - Exclusive SLC survey on payment in stadiums/arenas
Which payment methods do visitors to stadiums and arenas prefer? How satisfied are they with the options on offer? And how much do fans spend on average when attending a home game?
SLC Management, together with Stadionwelt as part of the data intelligence partnership, got to the bottom of these questions. With the help of an online survey in Germany's only representative Bundesliga panel with registered participants, a total of around 9,000 fans of the Bundesliga were questioned for the survey, which was published in Stadionwelt INSIDE No. 3/2022. The target group was fans of the German Football League (DFL), the LIQUI MOLY Handball Bundesliga (HBL), the easyCredit Basketball Bundesliga (BBL) and the Penny Deutsche Eishockey Liga (DEL).
Knowing how the customer would like to pay or how the customer assesses the price-performance ratio of the offer is essential in order to be able to offer the fan or customer the best possible stadium experience and thus also increase their willingness to pay and, at the same time, revenues on the club side. Whether for clubs or service providers in the area of payment, SLC is happy to provide advice with fact-based, individual strategies and concepts.
A surprising result of the survey: fans of all leagues still prefer to pay cash in the stadium or arena. The EC or giro card follows in second place and the credit card in third. Only then come the "modern" payment options via smartphone, smartwatch or online payment services. Fans in all four leagues agree on the order. With a score of 2.01, fans of the Bundesliga are the most satisfied with the payment options offered. According to the fans, the clubs in the Handball Bundesliga have the most room for improvement (score of 2.10). However, fans of all leagues are "satisfied" with the payment options offered in the stadium or hall/arena.
"By looking at the results as a whole, one does receive an important orientation for assessing the general situation. however, it is advisable to take an individual approach for one's own club. Depending on the region, stadium and club, the views of the target groups on the ground naturally diverge," explains Maximilian Madeja, Managing Director of SLC Management.
To find out which optimizations your fans would like to see for the payment options in the stadium/hall/arena and where there is potential for optimization, contact us with pleasure, because we have your individual data ready. Because more than ever, it is necessary, but also possible, for those responsible for clubs to develop solutions dynamically and in a target group-oriented manner.
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To regularly receive individual data from your target group, on exactly the topics that concern you, the Club Information System CIS is the optimal solution. CIS is a flexible business system that helps clubs optimize their club success through representative, reputable market research and consulting.
Publication of the article "Was Fans über das Bezahlen denken" in Stadionwelt INSIDE | Issue No. 3/2022: https://www.stadionwelt.de/publication/41418/stadi...
For more information feel free to contact anytime:
Jens Jaschinski
Director Consultancy
E-Mail: jaschinski@slc-ag.com
Fon: +49 (0) 911 - 54 81 830
