At the ESSMA Summit, Professor Dominik Schreyer delivered a thought-provoking session on a topic many clubs underestimate: no-show behaviour. His central message was clear — an empty seat is far more than lost atmosphere. It represents lost revenue, reduced engagement and lower future demand.
Schreyer showed how no-show rates offer a powerful insight into the health of a stadium’s ticketing strategy. Fans often buy season tickets for identity reasons, but attend matches based on perceived value — especially the quality and attractiveness of the opponent. Weather, travel, scheduling and personal commitments all play a role in determining whether a seat is actually used.
Clubs across Europe are now testing new ways to encourage usage and release unused seats, from reminder systems to opt-in and opt-out attendance models, dynamic secondary markets and innovative product ideas. Yet Schreyer emphasised that no strategy works without one essential ingredient: strong demand.
This teaser offers only a short overview.
ESSMA Members can access the full in-depth article and Professor Schreyer’s complete presentation on our Publications Page.
