Industry News

NFL Chiefs launch mobile-only season pass

NFL team the Kansas City Chiefs has launched a new low-cost, mobile-only ticket option in association with alcoholic beverage brand Bud Light.

The Bud Light Game Day Pass guarantees a ticket to all 10 Chiefs home games at Arrowhead Stadium for $200 (£155/€175).

The “limited quantity” of seats available through the Bud Light Game Day Pass will be in select locations in the upper level of the 76,000-capacity arena.

The mobile-only tickets will be delivered to the cell phone of the registered purchaser the morning of the game and cannot be printed.

The Chiefs attracted an average crowd of 73,300 last season, the ninth highest in the NFL, which meant 96 per cent of seats at Arrowhead were filled.

“The sports and entertainment ticketing industry continues to evolve as technology and purchasing habits change,” Chiefs president Mark Donovan said.

“We are excited to test the Bud Light Game Day Pass this season and are grateful for our partners at Bud Light who embraced this concept from the beginning and have played a large part in making it a reality for the 2017 season.”

Fan experience

The Chiefs said individuals may purchase up to four Bud Light Game Day Passes together, but that the purchaser will own all four passes and will need to present the tickets at every game for the group to gain access to the stadium. Further, Bud Light Game Day Passes are non-transferable and must be used by the purchaser.

Bud Light owner Anheuser-Busch, which is a partner of the the franchise, said it was eager to become involved in a service that widens attendance options for fans.

Anna Rogers, director of NFL partnerships and strategy at Anheuser-Busch, said: “When we were in discussions with the Chiefs, this new ticket concept came up and it made sense for us to get involved.

“Fans are always looking for the best options when it comes to their experience at the stadium, and we are proud to be able to bring this Game Day Pass to Chiefs fans who are looking for this type of ticket solution.”

IMAGE: Kansas City Chiefs