“Less admin, more revenue, happier guests. I didn’t think you could have all three.”
Floriane Scianguetta
Commercial Director, Standard de Liège
Standard de Liège
Benchmark report · 2026/27
More hospitality revenue, same team.
Here’s how 6 clubs do it.
What six professional football teams learned this season about selling online, upselling and keeping partners engaged. With a scorecard you can use on Monday.
- 9,000+
- sold lines analysed
- 44,000
- client portal visitors
Season 2026/27, data up to 6 October 2026. All six are anonymised.
Get the report
12 pages: eight lessons, every chart, all six teams side by side, and the scorecard.
Three of the eight findings
The gap between the best club and the rest is not budget
61%
of single-match revenue can come in online
At the best-performing club. The lowest of the six does 10%.
+18%
spend per guest when the checkout offers extras
€128 against €108, and the menu spend stays the same.
34%
of season-seat holders buy more when they're asked
At the club that asks. Most clubs never ask once after August.
“With wehave, I can do the work of 3 people.”
Coach Vic handles everything that used to land on my desk: the partner list for Saturday, what was delivered last quarter, what’s still short on a deal. I stopped being the one counting. I have time to actually run the partnerships.
Arne Stevens
Partnership Coordinator, Royal Antwerp FC
Royal Antwerp FC
“The commitment from the wehave team so far has been fantastic and we are all excited for the season ahead.”
Adam Brenton
Sponsorship Manager, Somerset County Cricket Club
Somerset County Cricket Club
What’s in it
Eight lessons, with the chart behind each one
- 01Five packages is the sweet spot
- 02Season-seat holders don't buy more because they don't know they can
- 03Upselling is easy money, if it sits in the flow
- 04Two kinds of online buyer, two different offers
- 05Every guest invitation is a lead you did not have to find
- 06Two sales channels, one team
- 07Partners who use their credits early, renew
- 08There is room to play with price
And page 11: score your club out of 10. 10 questions, one point for every yes, the best club’s number beside each one. Two minutes, and it is the page our customers print and take into their commercial meeting.
- No survey
- Every number comes from real orders and real portal visits on the wehave platform.
- Six teams
- Professional football teams selling hospitality and business seats through wehave.
- One season
- 2026/27 up to 6 October 2026. None of the six is named, and some figures show the best of them rather than the average.
Rather see it with your own packages and prices? That takes 30 minutes.
Book a demo