Spanish LaLiga club Levante has launched its own ticketing platform with the hope of increasing the average revenue per fan at its remodelled 26,354-capacity Ciutat de València.
The Valencia-based club’s director of business development, Carlos Bau, said the idea of developing a 100 per cent proprietary system is beneficial because “it is born from our CRM strategy”.
The move is also designed to give Levante, which averaged an attendance figure of 19,677 during the 2018-19 season, control over its data collection, with Bau wanting to centralise data across the app, subscribers, ecommerce, box office and tours.
Bau also noted that the switch will allow the club to more effectively target fans from overseas. Currently, foreign fans purchase 80 per cent of individual tickets for big matches against the likes of Barcelona and Real Madrid.
He said: “Those who come from abroad already go with the mentality of spending, and that is what we want to attack. In the end, the one who comes and buys a ticket is the one that really consumes you.”
The club also wants to be able to sell different items, such as tickets and merchandise, in the same interaction.