Season tickets are the backbone of professional sport finances. But they work just as well for grassroots clubs — and selling them online makes the whole process easier for everyone involved.
This guide covers how to set up online season ticket sales for your football, rugby, or cricket club.
Why season tickets matter for grassroots clubs
For most grassroots clubs, income is unpredictable. A rainy Saturday means half the usual gate. An away fixture means no income at all. Season tickets change this dynamic completely.
When a supporter buys a season ticket, you get that revenue upfront — often months before the season starts. This gives you reliable cash flow for league fees, kit, pitch maintenance, insurance, and all the other costs that do not wait for good weather.
Season tickets also build loyalty. A supporter who has already paid is far more likely to attend regularly, bring friends, and spend at the bar.
How to structure season ticket pricing
The simplest approach is to offer a discount on the total cost of individual match tickets. If a single match ticket is £8 and you have 15 home fixtures, that is £120 for the season at full price. A season ticket at £90 gives supporters a 25% saving and gives you guaranteed revenue.
Common tiers include:
- Adult season ticket — Full price with the standard season discount
- Concession — Reduced rate for seniors, students, or unemployed supporters
- Junior / Under-16 — Heavily discounted to encourage young attendance
- Family — A bundle for two adults and two children
You can also offer an early bird rate for supporters who buy before a certain date, which creates urgency and gets money in the bank earlier.
Setting it up on tickts
On tickts, season tickets work through the multi-date event system. Here is how:
- Create your event — Name it something like "2025/26 Season" or "Summer 2026 Season".
- Add all fixtures — Each home match is added as a separate date within the event. Include opponents, kick-off times, and your venue.
- Create ticket types — Add "Season Ticket - Adult", "Season Ticket - Concession", etc. Set the price to cover all fixtures.
- Add per-match tickets — You can also add individual match tickets alongside season tickets, so casual fans can buy for specific games.
- Publish and share — Your season ticket page is live. Share it with your supporters.
When a supporter buys a season ticket, they get individual QR codes for each fixture. On matchday, your gate staff scan the relevant QR code for that day's match.
Promoting your season ticket sale
The key to a successful season ticket campaign is starting early and creating urgency:
- Announce early — Give supporters at least 4-6 weeks to buy before the season starts.
- Early bird deadline — Offer a better price for the first 2-3 weeks, then increase to standard rate.
- Social media countdown — Regular posts counting down to the deadline.
- Renewal reminders — If you had season ticket holders last year, contact them directly.
The financial impact
Even a modest uptake makes a significant difference. If 50 supporters buy a £90 season ticket, that is £4,500 in the bank before a ball has been kicked. For a grassroots club, that covers a lot of running costs.
And because tickts charges zero fees, every penny of that £4,500 goes to your club. On a platform that charges 7%, you would lose £315 of it to fees before the season even starts.
Works for any sport
This approach works for rugby, cricket, hockey, netball, and any sport with a regular fixture calendar. The setup is identical — create the season event, add your match dates, and let supporters buy online.
Season tickets are not just for the Premier League. They are one of the simplest ways for any grassroots club to build financial stability and supporter loyalty.
Why Season Tickets Transform Grassroots Clubs
Season tickets are not just about selling more tickets — they transform the financial model of a grassroots club. Instead of relying on match-by-match income (which fluctuates with weather, form, and competing events), season tickets provide predictable upfront revenue that lets clubs plan and invest with confidence.
A club selling 50 season passes at £80 each generates £4,000 before a ball is kicked. That money covers pitch maintenance, kit, coaching, and ground improvements — expenses that clubs traditionally struggle to budget for.
Setting the Right Price
Price your season ticket to offer genuine savings over buying individual match tickets:
- Calculate the individual cost: Total number of home fixtures multiplied by the individual match ticket price. For 15 matches at £8 = £120.
- Apply a discount: 20-30% off the individual total is the sweet spot. At 25% off, the season pass is £90 — saving the fan £30 while securing guaranteed attendance for the club.
- Consider break-even: A season pass priced at 60% of the individual total means the pass pays for itself after 9 of 15 matches. Fans who attend more than 9 matches save money.
Payment Plans
Not every fan can afford £80-120 upfront. Tickts payment plans let fans spread the cost over 2-4 monthly payments. A £90 season pass becomes three payments of £30 — far more manageable for fans on tight budgets. Automatic Stripe billing handles collection, so you do not need to chase payments.
Promoting Season Tickets
- Launch early: Open season ticket sales 4-6 weeks before the first fixture. An early-bird discount for the first 2 weeks rewards your most loyal fans.
- Social media countdown: Count down to the new season with player content, fixture announcements, and season ticket promotions.
- Email previous buyers: Your biggest season ticket market is people who bought individual tickets last season. Email them directly with the season pass offer.
- Pre-season events: Launch season tickets at a pre-season friendly or meet-the-team event for maximum impact.
Frequently Asked Questions
Should I limit the number of season tickets?
Only if you genuinely risk exceeding ground capacity. For most grassroots clubs, the challenge is selling more season tickets, not limiting them. If demand exceeds capacity, it is a wonderful problem that indicates you should consider expanding.
Can fans join mid-season?
Yes. Create a "Half-Season Pass" ticket type priced proportionally for the remaining fixtures. This captures fans who discover your club part-way through the season.
What about cup matches and friendlies?
Decide upfront which matches the season pass covers. Most clubs include all home league matches but charge separately for cup matches and friendlies. Communicate this clearly on the event page.
