Wembley Stadium
Filling the Bowl - Ticket Price Optimisation
Understanding needs
The importance of filling Wembley Stadium for England matches has obvious commercial benefits, but it also impacts public perceptions, and team performance.
We were asked to help optimise pricing strategy, and predict likely attendance, for upcoming fixtures.
Connecting data
A complex conjoint model, with Excel simulator, took into account match factors (e.g. time of day, day of week, opposition and importance). This was successfully merged with external factors (e.g. proximity to other matches, opposition rank, optimism in the team).
Driving change
The result was a powerful hybrid model which accurately forecast likely ticket sales for upcoming matches.
The model was really strong – it explained 96% of variation in participation levels.
Wembley pricing strategy has been fundamentally changed using this info.
Bonamy Finch are the agency I turn to when the results could have a huge financial impact on our business
Head of Research & Insight
The Football Association