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4 Deadly Mistakes Kenyan Clubs Make With Tickets – And How To Fix Them

4 Deadly Mistakes Kenyan Clubs Make With Tickets – And How To Fix Them

Last Updated: September 7, 2025

Most clubs lose 60–70% of potential ticket revenue by treating tickets like an afterthought instead of a strategic business. Here’s exactly what’s going wrong and how to fix it.

The Shocking Truth: Most clubs lose 60–70% of match-day revenue because they treat ticketing like an afterthought instead of a core business strategy. Here’s how to flip the script and unlock every empty seat:

Mistake #1: No Pre-Sale Strategy

What clubs do wrong: Waiting until kickoff day to hawk tickets at the gate. The fix: Launch ticket sales 7–14 days before match day, with a 10–20% early-bird discount for the first 48 hours and “limited seats remaining” messaging to create urgency. Quick wins: Use WhatsApp Business broadcasts to your fan database; highlight countdowns on social media; spotlight early-bird deadlines.

Mistake #2: Selling Only Basic Entry

What clubs do wrong: One ticket, one price, zero differentiation. The fix: Build tiered bundles that add value:

  • Fan Pack (KSh 800): Ticket + club T-shirt.

  • Family Pack (KSh 1,200): 2 adult + 2 child tickets + snacks.

  • VIP Experience (KSh 1,500): Reserved seating + meet-and-greet. Result: Higher per-fan spend and more reasons for fans to upgrade.

Mistake #3: Cash-Only, Gate-Only Sales

What clubs do wrong: Forcing fans to queue with exact change at the gate. The fix: Enable M-PESA ticketing via simple SMS codes:

  1. Text “TICKET [Match Name]” to your club number.

  2. Receive an M-PESA payment request.

  3. Fans get a digital ticket SMS instantly. Benefit: Cuts fraud, captures data, speeds up entry.

Mistake #4: Treating Fans Like One-Time Customers

What clubs do wrong: Not capturing any fan info at entry. The fix: Collect name, phone & email on every sale (digital or physical) so you can:

  • Send match reminders and special offers.

  • Launch season-ticket & loyalty programs.

  • Invite fans to VIP events or merch drops. Outcome: A growing, monetizable fan database instead of a one-off sale.

Real Result: Clubs that adopt these four strategies see 40–60% increases in match-day revenue within three months. Every empty seat is lost income that could fund new kits, better facilities, and stronger teams.

📲 Need help setting up digital ticketing or fan-loyalty systems? XP Sports makes it simple—get in touch at info@xpsports.org.