Ajax (the professional football club from the Netherlands) found an efficient way to get the stadium every home game as full as possible. As a supporter you are able to purchase a season ticket, this is a ticket to visit every home game in the Dutch football league. Research has shown that not everyone with such a season ticket actually visits every home game, this may be due to several reasons. Because of this, the football club misses income, the supporters who have not come to the stadium are not able to buy for example drinks and snacks and of course the atmosphere in the stadium is less when it is not full.
Ajax has come up with an inventive idea to solve this problem and I have not seen this before by other Dutch football clubs before. The idea is that supporters who have a season ticket and are not able to make it to the stadium for some reason at a matchday, can offer their season ticket on the Ajax tickets market. Other Ajax supporters can in this way borrow these season tickets and borrow the seats that are bound to the tickets for a good price (of course you don’t actually have to lend your season ticket to the other supporter, because the other supporter gets an e-ticket). When the season ticket is sold at the tickets market the season ticket holder receives money back.
By this solution there are three happy parties. The season ticket holders receive money back, the other supporters have an extra opportunity to go to a match (when there are no tickets left for a home game there is a possibility that there are still empy seats in the stadium, because of the season ticket holders who for one time do not come to the stadium) and the football club theirself have extra income.
Unfortunately this part of the website is not in English, but here is the link.