In the life of a sports club, the re-subscription campaign often marks the real kick-off to the season. It’s a commercial, operational and symbolic sequence, which crystallizes fan expectations, loyalty issues and performance imperatives for in-house teams.

All too often, this key moment is treated as a simple renewal of last season, an exercise repeated year after year. And yet, a well thought-out re-subscription campaign can do so much more: accelerate sales momentum, renew the bond with fans, attract a new generation of supporters, all while lightening the workload of ticketing teams.

Maximize online renewals (and new subscribers)

The first challenge is to maximize re-subscriptions – and also new subscriptions – via an optimized online process. The objective is clear: to automate tasks as far as possible, in order to reduce the administrative workload and manual requests.

A seamless, continuously available, mobile-first interface not only takes the pressure off ticket offices and phone lines, but above all frees up time for ticketing teams to concentrate on the essentials: strategy, analysis and customer relations. A good online experience is no longer a convenience, it’s a necessity. It’s also a lever for improving relations with subscribers, who appreciate being able to manage their subscriptions in just a few clicks, with no travel or time constraints.

Attracting a younger audience

The other challenge, fundamental to the sustainability of the subscriber base, is to succeed in attracting a younger audience. This can’t be decreed: we need to create the right conditions. A student or young working audience doesn’t respond to the same codes or constraints as the traditional subscriber base.

We need to offer them an intuitive, fast, fully mobile experience, as well as a flexible payment model. The possibility of paying in instalments can remove a major obstacle and facilitate the engagement of these new targets. For young people to return to the stadium, we need to offer them the right hand. And that means well-targeted communication, on the right channels, at the right time, with messages that speak to these new profiles.

Activate the right levers to boost conversions

An effective campaign also relies on activating the right marketing levers. This means fine-tuning priority windows for existing subscribers, so that they can re-subscribe before the general public. Intelligent relaunches, based on browsing data or past behavior, enable you to relaunch at the right time, with the right message.

It is also possible to integrate complementary products such as parking spaces, merchandising, VIP services or additional services. Well-integrated cross-selling does not complicate the customer journey: on the contrary, it increases the perceived value of the offer, while generating additional revenue for the club.

Support designed to boost performance and relieve pressure on teams

At Ticketchainer, we design re-subscription campaigns that combine commercial performance and operational efficiency. Our methodology is based on a digitalized process that’s easy to learn for subscribers and in-house teams alike, and fully customizable to the club’s needs.

Everything is done to automate repetitive tasks, simplify rights management, activate the right marketing levers, and offer subscribers a fluid, mobile-first, rewarding experience. All this with local support, every step of the way.

Provence Rugby: on the road to 100% online subscriptions

Among the clubs we work with, Provence Rugby is a perfect example of what a well thought-out re-subscription campaign can achieve. In the space of three seasons, the club has gone from a hybrid model to a 100% digitalized system.

With Ticketchainer, we’ve set up an ultra-simplified process that allows you to re-subscribe in as few clicks as possible. Subscribers simply enter their e-mail address and receive an identification link at that address. When they click on the link, they are automatically directed to a summary of their seats already allocated at the re-subscription rate, and simply need to confirm by choosing their payment method. Priority windows are managed, as are reminders and follow-up. Integration with the CRM enables fine-tuned campaign management and individualized performance tracking.

The results are clear: a significant increase in online and global re-subscription rates, a massive reduction in processing time on the ticketing side, and a sharp rise in satisfaction rates. For the 2025-2026 off-season, Provence Rugby will achieve its goal of 100% online re-subscription.