Football League looks to future fans

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The Football League (FL) has launched a new initiative called the ‘Fans of the Future’ as part of its re-branding programme. The initiative aimed to encourage young fans to develop a lifelong passion for their local club by providing a range of innovative ticketing initiatives for young supporters.

Research undertaken on behalf of the FL indicates that parents will be receptive to the ‘Fans of the Future’ initiative, even when they do not regard themselves as football fans. The research also reveals that where a scheme such as ‘Kids Go Free’ is in operation: 77% of parents, who have not taken their kids to their local Football League team’s matches before, would consider now doing so and that 67% of parents who are not football fans would consider now taking their kids to watch their local FL team play. More than half of FL clubs have introduced a ‘Kids Go Free’ scheme, offering free entry to children accompanied by a paying adult. In addition, other clubs are offering ticket discounts, kid-a-quid matches, family tickets and free tickets for school groups. In August 2004, Preston North End introduced its ‘Mini Whites’ scheme offering free admission to any under 8 that registered with the club. As a result the number of registered supporters of that age rose from 86 to 948 with approximately 80% attending matches on a regular basis. Since its introduction 69% of youngsters graduating from the scheme have subsequently bought a season ticket with the club

The initiative comes at a time when attendances at many Premier League games are thought to be falling possibly because of the high-cost of tickets for both adults and children to watch top-flight football. In contrast, the Football League and the Conference are enjoying rising attendances.

“Supporters are the lifeblood of professional football. By making League matches more accessible to young supporters through ‘Fans of the Future’ Football League clubs are taking a courageous lead. They are helping themselves by helping young people to enjoy football locally,” FL Chairman Lord Mawhinney commented to media.