What Happens To My Season Tickets?

During this pandemic, many questions have come up regarding what will happen to season tickets with sports leagues either cancelling or postponing live events. Each sport and events might be handled a little differently than the next, given that some professional sports were well into their season’s when the pandemic struck the United States, while others will presumably not be kicking off until the Fall. Regardless, teams have been trying their best to keep  partners and fans up to date on the status of their season tickets throughout this time. The most effective processes seem to include the following:

Regular Updates

Good communication goes a long way during this pandemic, and teams are trying their best to update season ticket holders on the status of their 2020 tickets. Every team is handling  this on a case by case basis, but most teams are offering some type of refund/exchange process. Flexibility is key for teams and clients during these times. Long term contracts for venues/teams may be a thing of the past because some clients will find it hard to commit for long periods of time given uncertainty. If anything,  expect to see verbiage added into contracts and purchase agreements regarding pandemic situations.

Flexible Ticket Usage

Some people may prefer to have access to limited capacity events under social distancing guidelines, while others may prefer to opt out of their 2020 season tickets, putting their funds towards the 2021 season. Many are just concerned  with receiving credit for their tickets in some form, and how this credit is given will have some effects on future season ticket contracts. One way some teams are making this process more favorable to season ticket holders is by offering upgrades and new amenities when events return to pre-pandemic levels. It is important for these teams and venues to maintain relationships with their partners and teams, so what better way than improving packages with no extra charges.

This is a very interesting and uncertain time for the live event industry, and many people are eager to get into a new normal. However, the COVID-19 pandemic has created new challenges that the industry is still working to overcome. The best things to do are to be flexible and stay in communication with your vendors, venues, and teams to understand how best to move forward.