Italian Serie A football club AC Milan has reported a 7.5% uplift in ticket sales at the Stadio Giuseppe Meazza, attributing this rise to work carried out through a partnership with the WePlay agency.
Milan appointed WePlay as its global digital marketing agency at the start of the 2019-20 season, with an expansive brief that included driving the growth of the club’s social audience, mobile app and direct-to-consumer revenue streams.
Since its launch in August, the partnership has focused on the deployment of data-led digital marketing initiatives to reach, engage and convert current and lapsed fans, as well as attract new visitors to purchase tickets to the club’s games at the stadium better known as the San Siro.
Tourism is a significant part of the strategy, seeking to capitalise on the opportunity presented by Milan’s position as one of the top five most visited cities in Europe. This strategy for targeting international audiences was designed to introduce AC Milan and its brand to a pool of previously untapped consumers and position its matches as a ‘must-see’ experience for visitors to the city.
After six months, Milan and WePlay said this strategy has already proven to be successful, generating an increase of 7.5% in ticket sales versus the previous year, with 25% of these sales being attributed to new audiences.
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Image: AC Milan