Bounce Back or Fizzle Out? 4 Surprising Post-Season Strategies That Can Keep Fans Engaged
As the regular season wraps up and playoff buzz fades, ticket sales for many teams often take a hit. But savvy franchises are discovering that post-season promotions can keep the excitement, and the revenue, alive well into the off-season. From exclusive early-bird tickets to fan loyalty rewards, these strategies are proving that fan engagement doesn’t have to end when the final whistle blows.
1. Buy One, Get One: Finish Strong and Start Fresh
“Buy One, Get One” promotions are a great way to keep fans engaged from one season to the next. For example, teams can offer the following:
“Buy the Final Game, Get the Opening Night!”.
Fans who purchase tickets for a team’s final or playoff game receive a bonus ticket to the opening game of the following season. This approach not only fills seats for important games but also keeps fans excited about coming back to support the team in the new season.
Modern third party ticketing platforms can help you sell a "provisional ticket" without yet knowing the schedule for next season.
Pro Tip: Use this type of promotion to boost attendance during high-stakes end-of-season games and ensure fans are lined up to return for the next season’s launch. The excitement of a big finale paired with a fresh season opener creates an experience fans won’t want to miss.
2. Buy Now, Choose Later: Packages for Flexible Gifting
Off-season promotions can make gifting easier and more flexible for fans. Teams like the Columbus Blue Jackets offer Mother’s Day and Father’s Day packages during the off-season, which include a ticket bundle and a merch credit redeemable during the season. Fans receive a redemption code and link in their confirmation email, along with a printable certificate they can gift to Mom or Dad, allowing them to choose the game that best fits their schedule.
Who said you can't launch big and impactful promotions in the off-season?
Pro Tip: Packages that allow recipients to choose their preferred game date provide flexibility and a personalized experience. This approach works particularly well for seasonal gifts, allowing fans to share their love of the team with family and friends. Example Link: Columbus Blue Jackets Mother's Day Pack
3. Loyalty Programs: Building Fan Connection
Nothing builds fan loyalty like rewards. The Sacramento Kings Royalty Pass and U.S. Soccer Insider programs show just how impactful loyalty programs can be. The Royalty Pass offers Kings fans access to exclusive events, in-game experiences, and discounts on tickets and merchandise, rewarding them for their support all season long. Similarly, the U.S. Soccer Insider program gives members early access to tickets, exclusive content, and fan rewards, providing a unique connection to the national team.
Pro Tip: Keep fans engaged in the off-season by doubling loyalty points for specific purchases, like team merchandise or special event tickets. Fans remain connected, and teams see increased sales, even when games aren’t being played. Example Links: Sacramento Kings Royalty Pass | US Soccer Insiders
4. Off-Season Events Keep the Spirit Alive
Post-season promotions aren’t just about ticket sales - they’re about keeping fans invested. Events like the California Classic, hosted by the Sacramento Kings, capitalize on fan enthusiasm during the NBA off-season. This multi-day event features NBA Summer League games, fan activities, and family-friendly entertainment, providing fans with unique opportunities to stay connected with the team and the sport during the summer months.
Other off-season event ideas could include community outreach initiatives like charity tournaments, meet-and-greet sessions with players, youth clinics, and fan appreciation days. These events offer a great way to keep fans engaged and excited, while also building a positive relationship between the team and the local community.
Pro Tip: Use exclusive invites to drive interest by targeting loyal fans and offering pre-sale access to season ticket holders. Off-season events give fans something to look forward to and help build excitement for the upcoming season. Example Link: California Classic
More Than Just Sales: Keep Fans Engaged Year-Round
Teams that utilize off-season promotions like the ones listed see more than just a bump in revenue; they see an increase in fan engagement, brand loyalty, and community connection. These post-season strategies not only drive immediate sales but also foster a loyal fan base that’s ready and excited for the new season. By tapping into fan excitement, extending perks, and making off-season events just as memorable, teams are proving that there’s no off-season for great fan experiences.
If your team wants to keep the momentum going after the season ends, consider implementing one of these post-season promotions. With the right tools and strategies, you can boost engagement and revenue long after the final game.
