Guest Blogger: Ospreys launch student initiative

Guest blogger The Rugby Scribbler takes a look how clubs are driving students towards matches.

New initiative sees 11.5% increase at Ospreys home game

Ospreys have launched a new student initiative, alongside Swansea University- sponsors of both the Ospreys and the Liberty Stadium. Ospreys' Operations Assistant, Nick Lockley, said that the idea was to “get more bums on seats”, something which was certainly achieved in the first edition

At Ospreys home games, the usual student uptake is around 2.5% of the tickets in the crowd. However, in the first instalment of the initiative against the Newport Gwent Dragons, they saw an increase to 14% of tickets being taken by students. 

“The atmosphere students can bring to a game not only helps get a new audience of students but will help our own fans feel more engaged on a match day. As the first of its kind in the UK we hope to be a marketing leading area which other stadiums look up to”

What is involved in the initiative?

Voted for by Students, the scheme was named 'The Sin Bin'. First year students benefit from the University's close ties with the team and get free tickets to the games, whilst the rest of the students have to pay just £5. That's not restricted to Swansea University either, the £5 price is available to all students, regardless of which University they attend. 

At the ground itself, there are student priced drinks and food and also a DJ before and after the games, with travel to and from the ground just £3 on the Metro route from the University. There are also designated after parties, where students who present a match-day ticket get free entry. 

If all of that wasn't enough, Sin Bin ticket holders can redeem a free half-chicken at Nandos in Swansea when they show their ticket. 

Was the first instalment a success? 

“Definitely, the atmosphere really added to the experience for all fans and student numbers improved dramatically”

Despite being pleased with the initial results, Ospreys want to do more to improve the match day experience for general fans and students, too. 

“We need to have more competitions and activities. The hot wing challenge really helped and a lot of students stayed for this. Normally the bars are all shut after a games so I think we will need to change people’s habits at the game as they won’t be used to staying and having a drink at the bar.”

A students perspective

Having attended all of Ospreys home Pro12 games, it was noticeable the increase in attendance by young people. Even the following fixture, an Anglo-Welsh clash with Harlequins at St Helens was relatively well attended, despite it not being a top tier clash.

This hasn't only been a success for the Ospreys though- students who usually prefer to follow Rugby's poorer cousin (soccer-ball?) have been down to the games and enjoyed them. I know this was certainly the case in my student halls at-least. 

The main thing that we would like to see improve is the after-match entertainment and the after-party- two things that Ospreys are aware have room for improvement.

The after party is organised mainly by the University, who are looking into more events being in town, instead of in the old Union-House on Campus; this would hopefully increase the appeal to students to go out after the game. 

As also mentioned above, Ospreys intend to host more post-match activities to encourage supporters to stay and enjoy the post-match atmosphere.

Overall, the early signs have been encouraging and with continued marketing, it should hopefully go from strength to strength. 

With such a strong Rugby Society here and at many Universities across the UK, it has always surprised me that they don't do more to encourage students to games- finally it seems that someone has caught on and I think the Ospreys are doing a good job early doors. Other than Edinburgh Rugby doing a ticket, burger and beer deal for students, the deals I have seen are usually still relatively expensive for students, so it's nice to see something more in our price range!

For anyone who attended the Newport Gwent Dragons or Harlequins games, did you notice that there were more students? Do you hold an opinion on 'The Sin Bin' or if you support another team, does your team offer anything similar?

I'd love to hear from you- you can drop me a line at rugbyscribbler@gmail.com

Many thanks to Nick Lockely, Operations Assistant at Ospreys Rugby for answering my queries too.

You can catch more of the Scribbler's stuff here, or follow him on Twitter: @RugbyScribbler