With the English Premier League having struck up a new £5billion deal that will see matches continue to be broadcast on Sky and BT Sports, it’s now more imperative than ever that Scottish football ensures its fans are put first or it may run the risk of losing them altogether. Improving the overall experience for football fans when they go to matches in Scotland is vital, and making attending more affordable to the average fan is one method of doing so.
The notion of pay what you can isn’t all that new. As is so often the case with football, it has been slow to adopt different or new techniques and ways of marketing the game to fans.
The price paid for a particular good or service is very often the single most important factor in a consumers decision-making process. There is often a limit as to what consumers will tolerate in regards to the price they are willing to pay, and I believe it is this that has led to the emergence of pay what you can initiatives in football. Particularly so in Scottish football.
Inverness Caledonian Thistle became the first top flight club in the country to offer a pay what you can initiative for their January home match on a Tuesday night against St. Johnstone. Inverness fans also benefited from Hamilton charging just 10p to get in to their match against the highland side just days later plus Dundee United making it £5 to attend their rescheduled match played in February.