NFL Teams Take Proactive Approach With Fans During Recession

49ers COO Says Clubs Should Be Flexible With Ticketholders, Sponsors In Current Economy

NFL teams this season are showing a "renewed -- some would say long overdue -- appreciation" for their fans, trying to "recruit new ticket buyers with personalized sales pitches and hustling to retain their old ones," according to a front-page cover story by Michael McCarthy of USA TODAY. The economic recession has "led some teams to work out extended payment plans with ticketholders," with a few "even inviting their customers to buy tickets on what amounts to a layaway plan." Jets Exec VP/Business Operations Matt Higgins: "It's a good thing for teams to be reminded we have to work hard to maintain fan loyalty. That's one of the positive results of this downturn in the economy. The level of customer service and value (fans) are getting is increasing across the board." NFL Commissioner Roger Goodell said, "Teams have been responsive to the needs of the fans. It's demonstrated in that we've sold a number of new tickets to new ticket accounts." 49ers COO Andy Dolich contends that "until the economy improves, it behooves clubs to be more flexible with ticketholders and sponsors having trouble meeting their financial-contractual obligations." Dolich: "If a fan or sponsor is going to make a legitimate argument to stay with you, that might be more of a creative way to do it, of course you're going to listen. All of us are dealing with the same circumstances: car mortgages, house payments, college tuitions." He added that "most NFL teams would say they've always gone the extra mile on customer service." However, McCarthy notes franchises that have "gone from feast to famine in the space of one recession readily admit to treating customers with more tender loving care this season" (USA TODAY, 9/10).

SHOOTING STARS: Data from Team Marketing Report's '09 NFL Fan Cost Index indicates that the average ticket price for an NFL game rose 3.9% this season to $74.99, with 21 teams either keeping prices level or lowering them compared to '08. The average ticket price for a game in the new Cowboys Stadium is $159.65, replacing the Patriots as the priciest ticket in pro sports, though Gillette Stadium still offers the highest-priced average premium ticket at $566.67. Below are the top five and bottom five average ticket prices in the NFL this season (Team Marketing Report).

TOP 5		BOTTOM 5
TEAM	PRICE	TEAM	PRICE
Cowboys	$159.65	Bills	$51.24
Patriots	$117.84	Browns	$54.65
Giants	$88.63	Jaguars	$57.34
Bears	$88.33	Titans	$60.95
Jets	$86.99	Seahawks	$61.25