“Ashes” loyalty initiative under discussion
Cricket authorities consider programme that would give most loyal fans priority tickets for Ashes
Cricket Australia is looking into a loyalty initiative to reward fans who watch less attractive Test matches to have the first option on tickets for “bonanza events” such as the Ashes series against England.
CA’s general manager of public affairs Peter Young told local media that CA was looking at ways to increase the attendances at less atractive series, such as the one currently being played out against West Indies.
“One thing we are looking at is a loyalty scheme for people who attend cricket during seasons like this being able to get first in queue for a bonanza series like the Ashes,” Young said.
“People who turn up every year will be at the head of the queue for the big years. We are expecting to come up with that process soon.”
Test match attendances around the world have been declining, with supporters preferring the instant thrills of limited overs cricket – the England versus Australia Ashes Tests are among the few that still command major public interest.
Australia is set to take England on in late 2010/early2011 to try and regain the Ashes trophy that it lost this summer.