As already stated, the ticketing plan is closely linked to the promotional activities with the objective of creating a strategy that will maximise the numbers of spectators and revenue. A full stadium creates the best possible atmosphere for the athletes, spectators and TV viewers. The event partners (sponsors) can often assist with ticket sales.

For the ticketing plan you must:

  • Establish a strategy and objectives (local, national & international)
  • Define ticketing categories and pricing policy (incl. special conditions such as discounts)
  • Check with the relevant departments which seats can be sold and which need to be reserved for other purposes and removed from the sales system (e.g. VIP & sponsor seats, TV camera platforms and media stands, coaching areas, first aid positions, etc.)
  • Establish with the competition venue management company which are the safety regulations to be applied in terms of access ways, access hours, items allowed to be taken into the stadium, emergency exits, etc.
  • Draw a stadium map showing ticketing categories
  • Set a sales strategy for the order in which tickets should be released for sale. Define the contractual responsibilities of the ticketing sales company
  • Plan statistical surveys and progress reports to be compiled for the LOC and European Athletics
  • Define the LOC ticket sales team

To create a successful ticketing operation it is crucial to establish a pricing policy that is appropriate to the local market and which is clear and simple for the purchasers to use. Modern professional ticketing sales companies (e.g. TicketMaster, Ticket Corner) offer various options and the LOC should insist on an efficient and user-friendly ticketing sale system.

It is important to the success of the event and to the reputation of the sport to have happy customers and the LOC ticketing department should ensure that there is an effective system to service their needs.  Spectators will often have questions, needs and possibly problems and it is vital to try to anticipate these and offer solutions.