There is today a significant body of evidence to suggest that coupon incentives work and work very well for sports fans. Here are just a few examples:
Increased ticket sales: Many sports teams have reported an increase in ticket sales after offering discounts and coupons to fans. For example, the Minnesota Twins offered fans a 50% discount on tickets for select games in 2019, and reported a 10% increase in attendance for those games compared to the previous year.
Higher merchandise sales: Coupons and discounts can also be effective at increasing merchandise sales. The New York Yankees offered fans a 25% discount on merchandise during a specific promotion in 2020, and reported a 70% increase in sales compared to the same period in the previous year.
Improved fan engagement: Offering coupons and discounts can also help teams improve fan engagement. For example, the Milwaukee Bucks used a coupon promotion to encourage fans to share photos of themselves wearing team merchandise on social media. The promotion generated more than 5,000 fan photos and helped to increase the team's social media following.
Increased brand loyalty: Coupon incentives can also help to increase brand loyalty among sports fans. A survey conducted by Valassis in 2020 found that 90% of sports fans are more likely to continue purchasing from a brand that offers coupons or discounts.
Positive fan feedback: Finally, many sports teams have reported positive feedback from fans after offering coupon incentives. The Miami Heat, for example, offered fans a 30% discount on merchandise during the 2020 NBA Finals, and received numerous positive comments and messages from fans on social media.
Here are just a few other examples:
Here are a few real examples of how sports teams have used coupons:
The New York Knicks: The Knicks have offered a variety of coupons to their fans over the years, including discounts on merchandise, concession items, and game tickets. For example, during the 2020-21 NBA season, the team offered a 25% discount on merchandise to fans who used a special coupon code at checkout.
The Green Bay Packers: The Packers have used coupons to encourage fans to attend training camp practices. In 2021, the team offered a $10 discount on parking to fans who presented a coupon at the entrance to the parking lot.
The Los Angeles Dodgers: The Dodgers have offered discounts on game tickets to fans who use a coupon code at checkout. For example, during the 2021 MLB season, the team offered a 20% discount on tickets for select games to fans who entered the code "LUCKY" at checkout.
The Detroit Red Wings: The Red Wings have used coupons to promote their Fan Club memberships. During the 2020-21 NHL season, the team offered a $5 discount on Fan Club memberships to fans who used a coupon code at checkout.
The Philadelphia Eagles: The Eagles have partnered with local businesses to offer coupons for their products or services. For example, during the 2021 NFL season, the team partnered with a local pizza chain to offer a coupon for a free pizza to fans who attended certain games.
Overall, there is a great deal of evidence to suggest that coupon incentives are very effective at engaging sports fans, increasing sales, and building brand loyalty.