Blog · Wallet share and penetration · Sports
How a sports organisation measures the path from its ticketing base to its hospitality and membership products, from the ticketing and hospitality ledgers joined on the customer: season ticket holders who have bought hospitality once, the ones who bought and did not return, the ones who fit the profile of hospitality buyers and were never offered it, the value at the norm of similar members, and the list per fixture of who to invite.
A club's hospitality team sells to companies and to whoever calls. Its ticketing base holds thousands of members whose tenure and spend match the club's own regular hospitality buyers, and none of them has been invited. The two ledgers joined on the customer show who they are. This guide sets out the three groups, the profile norm, the prospect value, and the per-fixture list.
Per member:
Hospitality purchases by season: regular (two or more seasons), once, never Profile: tenure band, seat band, ticket spend, fixtures attended Profile match = shares the profile of regular buyers, at a stated threshold Value at norm = median hospitality spend per season among regular buyers with the profile
Per fixture: prospects, and the fixture's unsold hospitality.
Customer identifiers only.
hospitality customers who are members ⊆ ticketing customers
A hospitality buyer with a member's profile and no ticketing record is an unmatched identifier, listed for the join.
Members: 14,200.
| Group | Members | Share | Median ticket spend | Reading |
|---|---|---|---|---|
| Regular hospitality buyers | 610 | 4% | £1,400 | The norm's population |
| Bought once, did not return | 480 | 3% | £1,100 | Service list |
| Never bought, profile match | 1,900 | 13% | £1,300 | Prospects |
| Never bought, no match | 11,210 | 79% | £520 | Not the list |
| Fixture | Unsold hospitality | Prospects matching | Value at norm | Invited before |
|---|---|---|---|---|
| vs Rivals, Sat | 60 seats | 1,900 | £680/season | 0 |
| vs Mid-table, Tue | 590 seats | 1,900 | 0 |
Nineteen hundred members who look exactly like the club's hospitality buyers, a fixture with five hundred and ninety empty hospitality seats, and no invitation has ever gone out.
| Member | Fixture bought | Product | Delivery data | Reading |
|---|---|---|---|---|
| M-2207 | Cup semi-final | Lounge | Seats used 4 of 4; catering late by 40 min | Service: the experience |
| M-4471 | League, midweek | Box share | Seats used 2 of 6 | Wrong product: too large |
Two ledgers never joined. The base and the product in different systems.
Prospects from a purchased list. The club's own members already fit.
Once-and-gone treated as prospects. Sold to again instead of asked.
Invitation without the fixture's inventory. The prospects invited to the sold-out fixture.
Mapped once, the ticketing and hospitality ledgers and the delivery data produce the three groups, the profile norm, the prospects with value and the per-fixture list. Covirage builds this from the exports as they are. The sports page describes the setup, and the hospitality yield guide covers the unsold inventory the prospects are invited into.
From the organisation's own members: tenure band, seat band, ticket spend, fixtures attended, and postcode band where held, among members who buy hospitality in two or more seasons. The norm is what those members share; a member with the same profile and no hospitality purchase is the prospect.
Because a member who bought hospitality once and did not return had an experience, and the delivery data for that fixture, the seats used, the catering, the timing, may say what it was. That is a service conversation, not a sales one, and it is worth more than a new prospect because the interest was proven.
No. Customer identifiers across the ticketing and hospitality systems, joined once. The invitation list goes to the hospitality sales team with identifiers; the ticketing system has the names.