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Arizona Coyotes introduces ambassador ticketing programme

The Arizona Coyotes NHL ice hockey franchise has launched an ambassador programme, in a move designed to boost attendances and attract younger ticket buyers.

The new ticket-selling strategy allows a user to sign up for free and sell tickets through their social channels.

Ticket sales translate into points, which can be redeemed for free tickets, vouchers for an all-you-can-eat section, passes to the AZBLue Club, for food and beer, and also other perks like a Zamboni ride.

Cole Cook, Coyotes senior director of business strategy and analytics, said the programme has allowed the franchise to reach a younger demographic that might not otherwise consider buying a ticket for games at the 18,300-capacity Gila River Arena.

He said, according to Front Office Sport: “It’s an easy sell, hockey is fast-paced and exciting, it’s just getting people to their first game.”

The Coyotes has been faced with an average attendance in the bottom five across the NHL dating back to the 2010-2011 season, with last season’s numbers making it the third-lowest average attendance with 13,989 fans per game.

Since launching last month, the programme has gained more than 250 ambassadors, with an average age of 24.

Cook continued: “It’s programs like this that get them in the door. If they’re hooked, we can get them on a mini-plan, partial season plan or full-season plan.”

Image: Jeff Shewan