Challenge:
FC Groningen

With the soccer season cut short, many professional teams are struggling. When lockdown measures are slowly scaled down, large sports events are probably last in line to have restrictions lifted. This is a major problem for FC Groningen, with a stadium capacity of around 22,000. How can they facilitate fans and sponsors, when they have to prepare the stadium and business lounge to accommodate far fewer people? And how can they still generate revenue?

Team 4, represented by Wilbert van de Kamp, came up with a loyalty card, with special offers and discounts. “That way, you’ll have an alternative source of income for the team, but also for local businesses that are sponsors. The card will be €15, but free for season ticket holders and food bank customers, and it’s a low key way to support your soccer team and easily marketed, because it could be promoted by players for example.”

The jury verdict: “We like it, but we don’t think it’s feasible to implement it by May 13th. We’ll know more about social distancing restriction in the coming months, so this could be very helpful for the new season in September, if there are still restrictions.”

The 5th and final team came up with an alternative for business lounge seats. “Rather than use the stadium lounge, the team could host exclusive watch parties at unique locations in the city. They would still provide the same service, like catering, but outsourced to local businesses, that pay a kickback fee to host them.”

The jury verdict: “We would still need to come up with ways to make stadium seats attractive, because it will also be fairly empty. And we would also want to provide something for regular fans, but this is a very interesting alternative. When we know more about restrictions in the coming months, we would like to invite you to help think about this and possibly set this up.”

Check all the pitches and jury verdicts here:

 


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