Norwich City Football Club integrate with the Jonas Sports Retail Auction Module.
CLIENT: Norwich City Fc
SOLUTION: Jonas Sports Retail
PRODUCT: Auction site
Jonas Sports are the complete sports enterprise solution, providing a number of services to sports clubs, including retail.
Norwich City are a professional football club, currently playing in the EFL Championship.
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. However, their initial attempt to sell these items through eBay proved challenging. The process was cumbersome and inefficient, with administrative charges that were higher than anticipated, making it a less-than-ideal solution.
To better serve their fans and streamline the process, Norwich City needed a more integrated and user-friendly platform for selling their pre-worn gear. This would not only improve the overall experience for their fans but also reduce administrative burdens and costs for the club. By finding a better solution, they could capitalise on the strong relationship between the retail staff and the kit and equipment manager, ensuring that fans could easily access and purchase the coveted genuine authenticated merchandise
Therefore, as a Jonas Sports Retail client, they approached us for a solution. We discussed the issues they were facing and recommended using our proprietary auction module, which would integrate seamlessly with their existing retail e-commerce storefront.
We implemented an auction module that is straightforward for fans to use and simple for the club to manage. The club sets a minimum bid amount, and fans submit the maximum bid they are willing to spend.
There are three auction types possible:
Silent Reserve
No minimum starting price, but a reserve that needs to be met.
Starting Price
A minimum starting price required to bid on the item.
No Reserve
No reserve set and no starting price.
In 2022, Norwich City generated circa £100,000 from auction sales, followed by £79,000 in 2023. 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.
Norwich City have contributed over £170,000 of their sales revenue into their Academy, the Royal British Legion, Mind, The Samaritans and the Community Sports Foundation.
Norwich City are proud to have a Category 1 Academy setup and put most of the revenue they make from Auction sales back into Academy, as they strive to keep the high reputation up of their prestigious Academy.
If you currently use our retail solution, you can add the auction site to your store… adding an additional revenue stream by selling match worn kits directly to your fans. The auction module can also be used to help raise funds for charity and football club foundations.
Watch the video of how it works here.
If you’re not a customer, why not get in touch and find out how our retail system can be the perfect fit for your club.
