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Preference analysis was conducted among supporter club members of the German national soccer team. Survey results based on 493 completed questionnaires underline the market potential of official fan loyalty programmes due to a high average willingness to pay and a general preference for cheap and easy to implement 'right of first refusal' benefits for tickets as the main supporters club feature. Adequately designed supporters clubs may present soccer clubs with a new source of income while creating opportunities to improve stadium atmosphere and security.

Global reach, together with rapidly increasing broadband coverage, makes the internet a potentially interesting distribution channel for video highlights and full-match viewings. This study investigateswillingness to pay as well as consumer preferences for type of report to derive marketing implications for soccer clubs. Survey results from more than 12,000 respondents supporting seven soccer clubs in the German first and second divisions underline the potential of this new distribution channel in finding a high average willingness to pay.