How Frisk Asker Hockey Succeeded with a Sports Subscription Model

Frisk Asker Hockey is on a roll with their subscription model for fans at Varner Arena in Asker, Norway. Since they introduced it in 2022, it's really taken off, especially now that they’re halfway through the 2024/25 season. More subscribers are signing up, and it's making a noticeable difference in the club’s revenue.

"It's clear that this works."

A Bumpy Start, But Big Lessons Learned

Thea Amanda Loktu, who’s in charge of Community and Communications at the club, shared how their subscription journey hasn’t been without its bumps. Initially, their marketing efforts didn’t hit the right notes – they started too late into the season. But since then, they’ve found their sweet spot: promoting subscriptions right after the first match of the season. It turns out that’s the perfect moment to grab the attention of fans who haven’t already committed to a season ticket.

→  Learn more about how TicketCo helps clubs streamline matchday operations

Why It’s Working for Frisk Asker

So, why are subscriptions working so well for them? Thea believes that for a sport like ice hockey, with so many games in the season, subscriptions make a lot of sense. Fans not only get access to regular games, but they’re also guaranteed tickets to the playoffs, so if the club performs well on the ice, their subscribers get to enjoy even more games! “Subscriptions are kind of a happy medium between buying individual match tickets and going all-in with a season pass,” she says. It’s perfect for fans who show up to several games during the series but aren’t ready to commit to the full season pass.

"A happy medium between buying individual match tickets and going all-in with a season pass."

More Than Just Tickets, It's Boosting Sales Everywhere

Getting more people into the arena doesn’t just help with ticket sales. Thea explains that subscribers tend to spend more on merchandise and snacks while they’re there, and the club has noticed they’re among the happiest fans, too. They often describe their match day experience as “worry-free,” compared to those who just buy tickets at the gate and might be more conscious of the cost of the full match day experience.

Want to Try It Yourself? Here’s What Frisk Asker Did

If you're thinking about introducing subscriptions at your club, Thea's got some advice:

1. Highlight the financial perks. Frisk Asker made sure their subscription was priced in a way that made it a better deal than buying individual tickets.
2. Don’t forget to use your data. The club used their fan data collected in TicketCo to target fans who were already attending a bunch of games. They showed them how much the fans could save with a subscription compared to individual match tickets. That move alone led to more signups and drove up their subscriber numbers.

As Thea puts it, “It’s clear that this works.” Are you ready to chat with us about how this could work for your club?
Please reach out to us. 

Turn season tickets into steady income
→  See how TicketCo’s subscription model helps clubs reduce churn, lower costs, and give fans more choice