July 30th, 2025
Wycombe Wanderers FC: Pricing Innovation and Widening Fan Outreach
In 2020, Wycombe Wanderers FC partnered up with NewC Sport to enhance their subscription-based ticketing and meet financially vulnerable supporters at eye level.
High Wycombe, England – 2020 –
Subscription Renewals
In 2023, we had the privilege of speaking with Ben Brown, Marketing Director at Wycombe Wanderers Football Club, to uncover their remarkable journey with subscription-based ticketing. Ben’s passion shone through as he shared their experiences and successes.
Wycombe Wanderers recognized the need for innovative solutions to enhance fan experiences and drive sustainable growth. The introduction of subscription-based ticketing proved to be a game-changer, providing their loyal fans with a seamless and convenient way to access matches. In just a few years, the club has managed to increase its number of season ticket holders from 2,300 to 2,900, an increase of 26%. Not only did the club manage to increase the number of season ticket holders, but also managed to convert approximately 65% of its season ticket holders to subscription-based memberships in the 25/26 season. A conversion that had just been 33% prior to partnership. This not only meant room for more loyal fans in the stadium – but also provided the club with a long-term, secure revenue stream. This forward-thinking approach nurtured a stronger bond between the club and its supporters, leading to a surge in fan engagement.
The impact was not only felt on the field but also commercially. The steady revenue stream from subscriptions allowed the club to invest in player development, state-of-the-art facilities, and community initiatives. Wycombe Wanderers became a sought-after partner for sponsors and partners, showcasing their commitment to fan-centric strategies and innovative thinking.
Benefits to Subscription Payment in the UK
The subscription method for season tickets allows fans a monthly installment without the hassle of a credit valuation or arrangement fees. Depending on the club, most subscriptions allow the fan to exit the contract immediately and prevents club supporters from taking on debt. Clubs benefit from a subscription payment by limiting credit risk for fans and providing them with a transparent and simple payment model. The club also prevails from working as a financial body and can function as a traditional football club while optimizing its payment structures to meet the fans’ needs.
About Wycombe:
Wycombe Wanderers FC is located in the South East city of High Wycombe in England. Founded in 1887, the club currently plays in League One with games being hosted on their home stadium, Adams Park. The club’s fans, ‘The Chairboys’ are represented in various organizations like the Wycombe Wanderers Supporters’ Trust, owning Adams Park, and maintaining a 10% share in the club.
About NewC:
Founded in 2009, Mads and Mikkel decided to change the way football fans experience football games through digital ticketing solutions. NewC was established to help clubs deliver memorable and profitable matchdays through enhanced engagement with fans and data. Through data-driven insights and digital solutions, NewC aims to connect clubs, fans, and stakeholders, growing the game we love. NewC is dedicated to transforming how football clubs engage with fans, with a keen focus on delivering state-of-the-art digital solutions. These solutions not only boost revenue but also significantly elevate the fan experience. NewC Sport is committed to partnering with ambitious football clubs all over the world to prioritize their community and legacy, blending innovation with tradition to make every matchday a memorable experience.
Based in Denmark, NewC Sport extends its reach internationally, achieving remarkable results with clubs across Denmark, Sweden, the UK, and Brazil. The mission is to foster lasting connections between football clubs and their fans, employing a data-driven approach to enhance the commercial capabilities of clubs. Recognizing the unique requirements of each club, NewC Sport’s digital offerings include a customized ticketing system and efficient access control, all designed to integrate seamlessly with existing infrastructures.
