Pre-Season as a Test Run
Pre-season friendlies are the perfect opportunity to set up and test your online ticketing before the competitive season starts. Use these lower-stakes matches to trial QR scanning, test your door staff process, and build your email list for the season ahead.
Making the Most of It
- Offer free or heavily discounted tickets to build your database
- Test the full ticket buying and scanning journey
- Collect feedback from fans on the experience
- Build excitement with a marquee friendly against a bigger club
- Use the event page to promote season ticket sales
Tips
Even if you give tickets away free, require fans to "book" through Tickts so you capture their email addresses. This gives you a marketing list for the real season. Use the friendly as a trial run for everything — if something does not work, it is better to discover it now than on opening day.
Why Pre-Season Friendlies Matter
Pre-season friendlies are more than warm-up matches — they are your first opportunity to reconnect with fans, launch season ticket sales, and build excitement for the campaign ahead. Ticketing these matches, even if entry is free, creates touchpoints with your audience before the competitive season starts.
Using Friendlies to Launch Season Passes
Pre-season friendlies are the perfect occasion to promote season passes:
- Offer an exclusive early-bird season pass price for fans who attend pre-season friendlies
- Set up a season pass promotion stand at the ground during friendlies
- Include season pass information on pre-season match tickets (confirmation email, event page)
- Give pre-season attendees first access to limited season passes before general sale
Ticketing Strategy
Pre-season friendlies typically have lower ticket prices than competitive fixtures. Options include:
- Free entry: Maximise attendance and goodwill. Use free tickets on Tickts to capture contact details for the season ahead.
- Reduced price: £2-5 per ticket, lower than regular season pricing. Covers basic costs without discouraging attendance.
- Donation entry: "Pay what you feel" approach. Set a suggested amount on the event page and let fans contribute what they can.
Building Buzz
Even for friendlies, promotion matters. Announce new signings at the match, unveil the new kit, introduce new coaching staff, and give fans a preview of the season ahead. Create an event page on Tickts with this information to make the friendly feel like an occasion worth attending.
Frequently Asked Questions
Should we ticket pre-season friendlies or just do cash on the gate?
Ticket them. Even free tickets on Tickts give you attendee email addresses, which are invaluable for promoting season passes and competitive fixtures. You also get accurate attendance data to report to the league and potential sponsors.
How many pre-season friendlies should we host?
Most grassroots clubs host 2-4 pre-season friendlies over 3-4 weeks before the season starts. This gives the squad enough match practice while creating multiple opportunities for fan engagement and season pass promotion.
Maximising Pre-Season Impact
Pre-season friendlies are more than warm-up matches — they are your marketing launchpad for the season ahead. Here is how to maximise their impact:
New signing reveals: Announce new signings at pre-season matches. The buzz of seeing a new player in your colours for the first time creates social media content and gives fans a reason to attend friendlies they might otherwise skip.
Kit launches: If you have a new kit, unveil it at a pre-season friendly. Sell the new kit at the ground for fans who want to buy immediately. The excitement of a new season and new kit drives merchandise revenue.
Season pass promotion: Every pre-season friendly is a season pass sales opportunity. Set up a promotional area at the ground, include season pass offers in your event communications, and give friendly attendees an exclusive discount code for season passes.
Community engagement: Invite local youth teams, schools, and community groups to pre-season events. This builds relationships that lead to matchday attendance, youth recruitment, and community goodwill throughout the competitive season.
Data capture: Every pre-season friendly attendee who buys a ticket through Tickts gives you their email address. These contacts are gold for promoting the competitive season — they have already demonstrated interest in your club by attending a friendly.
