Survey on Fan Experience 

Self-rating 

Football clubs and stadiums are steadily advancing in technology, though progress is mixed. Clubs rate their technological readiness at an average of 5.7 out of 10, showcasing both achievements and room for growth. 

Adoption and challenges 

The primary barrier to adopting new technology is a lack of financial support, which limits the pace of innovation. Despite this, there is clear recognition of the importance of certain technologies, with 73% of clubs considering stable Wi-Fi crucial, it is only available in 56% of stadiums with an average stability rating of 7.3. 

Fan experience remains a priority, with slow food and beverage service and inadequate signage being the most common complaints. Many clubs are addressing these issues by gathering feedback primarily through online surveys, a popular channel for understanding fan needs and preferences. 

Crucial elements 

Digital ticketing has emerged as the cornerstone of connected stadiums, both as the most implemented feature and as a critical element for modern matchday operations. However, significant gaps exist in other areas, such as adaptable digital signage, which only 27% of clubs/stadiums have implemented despite 62% recognising its importance. 

Investments and focus 

Investments in technology are ongoing, with 81% of clubs having made advancements in the past five years and 95% planning to continue these efforts. Data collection is widespread, with 88% of clubs using it, However, only 12% of clubs have a clear data strategy. The focus remains predominantly on sales-driven activities such as merchandising, partner activations, F&B promotions and ticket upselling. Service-oriented applications like personalised messages, player or game data and navigation support are underutilised, highlighting a need to balance revenue generation with enhancing fan services. 

Future technologies 

Looking ahead, clubs anticipate the adoption of advanced technologies like augmented reality (46%), biometric identification (40%), service robotics (38%) and virtual reality (35%). These innovations promise to transform fan interactions, both in-stadium and remotely, into more immersive and seamless experiences. For fans engaging outside the stadium, clubs are prioritising increasing online sales and fostering a sense of connection to matchday activities.  

Conclusions 

• Clubs and stadiums rate themselves at just 5.7 out of 10 in terms of technological advancement, acknowledging progress while highlighting significant potential for improvement. 

• Although 73% of clubs consider stable Wi-Fi essential, it is currently available in only 56% of stadiums.  

• Features like adaptable digital signage are underutilised: only 27% of clubs and stadiums have implemented it, despite 62% acknowledging its importance.  

• While 88% of clubs and stadiums engage in data collection, only 12% have a clear, defined strategy. The primary focus of these efforts remains on sales-driven activities.  

While clubs are making strides in technology, the findings reveal a need to bridge the gap between sales-oriented initiatives and service enhancements. Addressing fan pain points, leveraging emerging technologies and implementing structured data strategies will be key to creating stadiums that deliver truly memorable and connected experiences for fans. With strong plans for future investments, the evolution of football stadiums into highly innovative hubs is on the horizon, promising exciting opportunities for fans and clubs alike. 

The True cost of being a fan 

Curious about the real cost of being a football fan? We conducted an in-depth study into fan expenses across the 11 biggest leagues in Europe. Our research covered 188 clubs and focused on several key expenses:  

• The average cost of attending a match for season card holders (cheapest season ticket)  

• Parking cost (if available)  

• Food and beverage (F&B) cost  

• The price of a replica shirt (without extra’s) 

The data is sourced from publicly available information and may contain inaccuracies. All calculations are based solely on the data that is available. Discover the detailed breakdown of what it takes to support a team in our comprehensive analysis. 

Comparing the clubs per League within these themes 

° Ticket prices based on season ticket for standing terrace 

League Averages 

° Total average based on available data 

* Parking prices: can vary greatly based on where you park (recommended by the club/stadium or most common place used) 

Remarks: 

• F&B: 1 beer (50cl) and 1 food  

  • Food in Premier league = English Pie 

  • Food in Bundesliga = Brattwurst 

  • Food in Laliga = Bocadillo de tortilla 

  • Food in Superligaen & Ekstraklasa = Hotdog 

• Shirt prices based on official adult replica shirt without ad-ons (base price) 

Average Season Ticket Cost per game 

Average Season Shirt Cost  

Key-Findings 

• Season ticket price:  

  • Season ticket price (cost per match) in Premier League significantly higher than the other leagues  

  • Average price highest in Premier League (€35,97) 

  • Average price lowest in Primeira Liga  (€6,43) 

• Parking:  

  • 78% of the stadiums is parking available in or around the stadium during games 

  • 45% of these offers free parking  

• Shirt: 

  • Average price the lowest in Primeira Liga (€66,41) 

  • Average price the highest in Super League (€108,98), significantly higher than other league’s 

  • Shirt price is Primeira Liga and Ekstraklasa significantly lower than other leagues.  

• F&B: 

  • Average Price of a beer in Europe’s football stadia is €5,16 for 0,5cl.