As rugby clubs grow, they will reach a point when they want to actively build up their attendance. There will need to be a focus on a) the retention of existing spectators through the provision of a great customer experience and b) attracting new spectators to events by targeting key markets (schools, rugby fans, clubs, businesses, and charities.)

The club needs to put in place a well-defined strategy, clearly communicated to all its volunteers (including players and marketing staff) so that everyone understands what the club is trying to achieve.

The following sections about growing matchday attendance are developed in detail in the PDFs available for download below:

• Key background points
• Match Day sales and Marketing
• Marketing games
• Collecting data for future sales
• Summary