In today’s sports retail landscape, clubs are continually seeking innovative ways to engage fans and diversify revenue streams. Auctions present a unique opportunity to offer exclusive items, and create excitement among supporters, all while generating additional income.
Auctions tap into the competitive spirit of fans, offering them a chance to own unique pieces of club history. This interactive shopping experience fosters a deeper connection between supporters and the club, enhancing loyalty and community.
Auctions go far beyond the sale of signed shirts or matchday programmes. Clubs can unlock entirely new levels of fan engagement by offering “money can’t buy” experiences and one-of-a-kind memorabilia.
From travelling on the team bus or enjoying a Directors’ Box matchday experience, to owning a square metre of the historic pitch or an original piece of stadium signage, the opportunities are limited only by imagination. These unique items and experiences can’t be replicated or found in a typical retail catalogue, making auctions the perfect platform to offer them – sparking emotional connections, fan loyalty, and significant bidding interest.
The Jonas Sports Auction Module seamlessly integrates with your existing online store, allowing clubs to host auctions for memorabilia, limited-edition merchandise, and other exclusive items. This feature enhances the shopping experience, encouraging fans to participate in bidding wars for coveted products.
With the Jonas Sports Auction Module, there are three types of auctions to choose from:
Premier League club West Ham United successfully launched the Jonas Sports Auction Module, offering fans the opportunity to bid on exclusive items. The initiative received positive feedback, demonstrating the module’s potential to enhance fan engagement and drive sales.
“The auction site has been a great additional stream of revenue for the club and raised over £44,000 for our charity partner, The Royal British Legion. With the auction module fully integrated with our online shop from Jonas Sports, it’s simple to list our products for auction and then ship them out to the winning fans.”
Gavin Stanley, Head of Retail, West Ham United.
Norwich City’s retail team recognised the value in offering their fans official, match worn kits and training wear, knowing it would be highly desirable. Using the Jonas Sports Auction Module, fans can now bid on signed items and other unique items, including training wear, signed memorabilia, unique fan experiences, and collector’s items like limited edition prints. In 2022, Norwich City generated circa £100,000 from auction sales, followed by £79,000 in 2023.
“The Auction Module has been a great addition to our retail offering. The flexibility of being able to offer our supporters with some unique and exciting items has been positively received by our supporters. We have created lots of different products like Stadium Signage, Mystery Boxes and the Dugout Chairs that I converted into office chairs all supported by our Authentication Programme.”
Phil Gray, Retail & Licensing Co-ordinator, Norwich City
Ready to elevate your club’s retail strategy? Discover how the Jonas Sports Auction Module can transform your fan engagement and revenue generation.
Book a Chat with Our Team to learn more about implementing the Auction Module for your club.
