« Pay What You Can », l’offre promotionnelle du club de football de Brentford

Le club de football de Brentford, club de la banlieue de Londres,  vient de lancer une promotion sur sa billetterie en vue de son dernier match avant Noël, contre Stevenage (en nPower League One, le troisième niveau du football professionnel anglais) avec comme objectif de collecter des fonds pour une oeuvre caritative.

Les 2 équipes sont actuellement bien placées pour la montée en division supérieure et pour l’occasion, Brentford a décidé de mettre en place une billetterie exceptionnelle puisque les fans pourront donner le montant de leur choix pour s’acquitter d’une place pour le match, le « Pay What You Can ».

L’opération « Pay What You Can » est donc résolument innovative dans le monde du football anglais. Chaque fan devra au minimum donner £1 et au dessus de £5, le club reversera 50% des bénéfices à l’organisation caritative Sport Relief. Cette promotion est accessible pour tout fan, homme, femme, enfant, étudiant, à part les abonnés du club qui disposent eux déjà de leur billet pour le match.

Pour le club, représenté par Mark Devlin, son Directeur Général, cette opération permettra de « booster l’affluence dans le stade qui avait déjà augmenté lors de deux autres promotions réalisées plus tôt dans la saison ».

Le choix dans le calendrier pour la réalisation du « Pay What You Can » n’est pas anodin puisque ce match se disputera 3 jours avant Noël, présentant donc un grand risque de défection de l’audience lié à un porte-monnaie quasiment vide suite aux traditionnelles courses de fin d’année. Le club espère qu’avec cette politique de prix exceptionnelle, « les supporters en proie à des difficultés financières pourront quand même se rendre au stade (…) et pour ceux qui peuvent se le permettre de reverser à une association et faire un beau geste en cette fin d’année ».

A quand une opération similaire par des clubs en France ? 


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