Ticketing is often framed as a numbers game: push single-game sales, lock in season-ticket holders, and hope everything in between falls into place. But that middle ground is exactly where the opportunity lies.

With global sports event ticketing projected to grow nearly 14% annually through 2030, there’s been a steep increase in competition for fan attention. Fans expect flexibility, personalization, and value, and across sectors, more than half say they’re open to bundled or modular offers if the experience feels right.

Ticketing packs are one of the most overlooked tools clubs have to influence fan purchasing patterns. They are no longer a secondary sales tactic; packs can shift the psychology of attendance, capture revenue earlier, and create habits that drive engagement across an entire season.

It’s within this context that we are sharing our vision on one of the most powerful yet often underutilized levers in modern ticketing: ticketing packs.

What is a Ticketing Pack?

On the surface, a pack is the sale of several matches together. The season ticket is the oldest example. But packs don’t essentially need to cover an entire season; they can be two, three, or five games, designed to match different fan profiles.

Two main approaches are:

• Closed packs: Matches are pre-set.
• Open packs: Fans build their own, choosing from a list of games.

This flexibility is what makes packs so powerful. They allow clubs to segment audiences more intelligently, match offers to diverse needs, and manage their calendars with precision.

And more importantly: they change how fans picture their involvement. One game is an event. Several games are a pattern. That’s the leap packs can create.

The Marketing and Economic Benefits of Packs

Marketing Benefits

• Create a story around the product (Christmas Pack, Back-to-School Pack, etc.).
• Provide a clear, differentiating communication tool within a crowded market.
• Leverage digital marketing to target the right audience, at the right time, with the right offer.

Economic Benefits

• Secure revenue earlier in the season, improving cash flow visibility.
• Offer special pricing incentives to encourage multi-game commitment.
• Boost stadium occupancy by linking high-demand games with lower-demand ones.

When both sides of this equation are aligned, packs evolve from simple bundles into a structured tool for both brand storytelling and revenue optimization.

Themed Packs: A Marketing Playground

Packs can (and should) be built around themes, seasons, or specific moments in the club calendar.

Examples include:

• Christmas Pack – positioned as the perfect gift for fans.
• Back-to-School Pack – a way to kick off the season with energy and excitement.
• European Pack – several continental clashes grouped to capture that heightened atmosphere.
• Family Pack – weekend games designed for shared experiences.

The design of these packs — visually, editorially, and conceptually — is where clubs can truly stand out. Too often, they stop at pricing. Yet branding and presentation can transform a product into an experience.

To elevate themed packs:

• Give them names that carry emotion (“Christmas Pack: Feel the Magic at the Stadium”, “European Pack: The Adventure Continues”).
• Create distinctive visuals — posters, banners, videos — aligned with the club’s identity and tone.
• Ensure consistency across every touchpoint: ticket design, sales pages, emails, and social media content.

When everything tells the same story, the pack becomes more than a bundle — it becomes a branded micro-experience.

Digital marketing then amplifies this effect:

• Targeted social ads:
  • Students → discounted weekday packs.
  • International fans → “European Packs” for travel planning.
• Personalized email campaigns:
  • Families (based on purchase history) → “Weekend” or “Family” packs.
  • Fans who only attended one or two matches last season → discovery packs.
  • Partial subscribers → upgrade offers including premium fixtures.

This combination of targeting and storytelling turns packs into emotional products. The right message, for the right audience, at the right time — that’s when ticketing becomes marketing.

Anchor Games and Gala Packs: Structuring Demand

One of the most powerful strategies is to use an anchor game:

• Pair a high-demand match with a lower-demand one.
• To secure a seat at the blockbuster fixture, fans accept buying the secondary game too.

This ensures stronger overall attendance and additional revenue. The key lies in timing: packs must launch before single-game sales to create an attractive sense of scarcity.

On the flip side, some clubs opt for gala packs, grouping only the most prestigious matches (derbies, European nights, major league clashes). These generate strong short-term revenues but create a challenge—selling the remaining matches becomes harder.

Addressing the No-Show Concern

A recurring objection is the risk of no-shows: “Fans buy the pack but skip the smaller matches.”

Modern ticketing solutions, such as those offered by EVENTORI, help overcome this:

• Ticket transfer: Fans can easily give their seat to a friend or family member, introducing the club to new audiences.
• Controlled resale: Fans resell their ticket, recover their money, and the club ensures an occupied seat—sometimes even generating additional revenue through resale fees.

What once seemed like a risk can now become a strategic advantage.

Building a Winning Pack Strategy

Implementing packs cannot be improvised. It requires the same level of planning as a season ticketing strategy. Success relies on a coherent roadmap that combines:

• Pricing: Setting the right balance of fares and discounts.
• Marketing: Strong storytelling, digital campaigns, precise targeting.
• Timeline: Launching packs before single-game sales.
• Campaigns: Aligning sales with club communications.

When these levers are aligned, clubs maximize the impact of their ticketing strategy and use packs as a demand management tool. This reduces the volume of single tickets on sale later and maximizes both attendance and revenue potential.

Conclusion: A Strategic Vision of Ticketing

Ticketing packs are not just a complementary product; they are true drivers of growth and engagement.

Well-designed packs allow clubs to:

• Generate additional revenue.
• Secure sales and anticipate cash flow.
• Optimize attendance, even at secondary games.
• Build stronger, more personalized relationships with fans.

At EVENTORI, we believe the success of a ticketing strategy lies in striking the right balance between season tickets, single-game sales, and packs. The clubs that excel are those that treat these not as separate products, but as interconnected pieces of the same strategic puzzle.

F.A.Qs

What are ticketing packs?

Ticketing packs are bundles that group multiple matches together for purchase. They range from season tickets (covering all games) to smaller packs of 2-5 matches. Packs can be closed (pre-selected matches) or open (fans choose their own games from a list). They're designed to match different fan profiles and create attendance patterns rather than one-off visits.

How do you set up ticketing packs on EVENTORI?

Follow these steps to create and launch ticketing packs on the EVENTORI platform:

• Access Packs Section: Navigate to the Pack Management section in your EVENTORI dashboard.
• Create Pack: Click on “Add Pack” and name your pack (e.g., "Christmas Pack," "Family Pack")
• Select Events & Resale Limit: Add the matches you want to include, and set a limit on the number of tickets you want to resell on this pack.
• Set Pricing: Select the pack you created and navigate to the pricing section. Configure pricing tiers. Balance attractive pricing with your revenue goals.
• Set Sales Channels and Timeline: Select the channels through which you want to sell the tickets through this pack. Schedule your pack launch dates based on the channel, and select all the packs in the offers section.
• Launch Marketing Campaign: Use EVENTORI's integrated marketing tools to target specific audiences with personalized campaigns through your Front-Office. Create a banner customized to your branding and visual elements and set it to go live on your website.
• Transfer Tickets: In case of a potential no-show or a resell, transfer tickets from one holder to another easily through the Back-Office.
• Monitor Performance: Track sales metrics, attendance patterns, and fan engagement through your EVENTORI analytics dashboard.

How do ticketing packs help sell event tickets?

Packs drive ticket sales through multiple mechanisms:

• Early revenue: Secure sales earlier in the season and improve cash flow visibility
• Targeted marketing: Use digital campaigns to reach specific audiences (students, families, international fans) with personalized offers
• Attendance optimization: Boost stadium occupancy by linking popular fixtures with lower-demand games
• Fan engagement: Transform one-time attendees into regular fans by creating attendance patterns
• Brand storytelling: Create emotional connections through themed experiences that go beyond simple pricing

‍