How to Sell a 2020/21 Season Ticket

Just one of the many questions facing clubs up and down the country as they battle with the financial implications of football's hibernation.

Usually this time of year sees the sale pitch for next season in full swing and even those clubs who have endured a terrible campaign can normally find an upbeat message to accompany the release of season tickets.

But the current situation has had the dual effect of wiping out current revenue while also severely affecting the ability to bring in advance income.

For many professional clubs in England, although season tickets for 2020/21 are on sale, the simple fact is that nobody currently has any idea of when the campaign will start, or whether there will be any changes to its format, as the intention remains to play out the current season to its conclusion.

In Scotland, despite the chaotic nature of a vote on the way forward which hasn't yet produced a definitive result, the direction of travel seems to be that the current season is not going to re-start.

This, it is hoped, will allow for 2020/21 to begin on (or close to) time and, crucially, allow a new television deal to kick in.

For all clubs there is a balance to be struck between three factors, realism that supporters are facing an uncertain future of their own, the need to bring in cash and the wider positive impact that they can have on the local community.

Aberdeen FC have shown a willingness to innovate since the arrival of Dave Cormack as chairman, the businessman floating ideas such as Saturday evening kick-offs and singing sections at Pittodrie in a bid to improve attendances.

Despite a warning from Cormack that the current situation may lead to a £5m funding gap, the Dons 'Still Standing Free' campaign for 2020/21 season tickets looks to have achieved a balance between the competing interests.

Options for 0% interest free payment (with the club meeting the costs of interest) have been extended and season ticket sales are helping to raise funds for the Aberdeen FC Community Trust with a whole host of work currently going on between the club and the trust to reach out to the community and help in whatever way they can.