Subscription Models in Sports Ticketing: The Future Needs a Standard.

If you've been following my articles for a while, you know that I have a strong interest in innovation. In fact, this year alone, my team and I have attended around 20 events where “innovation” is the buzzword everyone’s talking about. This time, I want to share my thoughts on the surge of new ticketing models—specifically, subscription models, which have already impacted industries from entertainment to groceries. So, it’s no surprise that the sports industry is now exploring how subscriptions could transform fan engagement.

If we look at how other industries have embraced this model, they’ve been quick and smart in analyzing consumer behavior—what people like, what they don’t. What stands out is the flexibility this type of service can offer fans. At its core, a subscription model lets fans attend games more frequently, but without the financial commitment of traditional season tickets. Instead of committing to a whole season, fans can choose how many games they want to attend, where they want to sit, and what extras they want. This gives fans more control over their experience, while also giving clubs a chance to reach fans who might not have been ready for a traditional season ticket.

We’re already seeing some success stories. Teams like the Atlanta Hawks, FC Barcelona, and even clubs in Norway are experimenting with flexible ticket subscriptions, allowing fans to access games on their own terms. The beauty of this model is that it can adapt to anyone, whether you’re a die-hard fan or someone who catches the occasional game.

For clubs, this is also a chance to gather richer data on what their fans prefer, which can help with creating more personalized marketing and retention strategies.

So, where does 3D Digital Venue fit into this? Thanks to our platform and our in-house development team, integrating subscription models into existing ticketing systems wouldn’t be a problem for us—it’s something we’re well-prepared to handle. We’ve already created solutions like the Group Sales Portal, where we’ve successfully translated complex ticket types and packages into streamlined, mobile-first experiences. By collaborating closely with clubs and understanding their unique needs, we’ve built tools that effectively reach different fan segments and simplify ticketing in ways that directly support new, flexible models like subscriptions.

Take our work with the Chicago Cubs and our Group Sales Portal, for example. Over three years, we’ve seen a 15% increase in online group ticket revenue for 2024 alone, including a record-breaking single order of 300+ tickets. In 2023, online group ticket revenue was nearly three times higher than in 2022. 

Historically, group ticket purchases were time-consuming and prone to errors when handled over the phone or in person. But with the Group Sales Portal, we introduced a digital-first approach that made the ticket-buying process faster, simpler, and more efficient. Fans can now visualize seating in 3D, filter by preferences, and complete purchases in just three steps.

This is just one example of how 3D Digital Venue can transform a club’s needs into a tangible solution. However, subscription models bring a unique challenge: how can we establish a standardized solution that works for all? Currently, each club or ticketing provider is operating with its own systems, which means there’s no cohesive framework to follow. Developing a standard model across the industry could make all the difference by allowing for broader, more seamless adoption.

So, the question remains: how do we create a universal standard for subscription-based ticketing? I’d love to hear your thoughts.