Chapter 1: Introduction
First-time fans represent a particularly important segment for Events, Clubs, and Stadiums. Their initial experience significantly influences future attendance decisions and long-term fan loyalty.
In business terms, it is well established that acquiring new customers costs significantly more than retaining existing ones – the same principle applies to spectator events.
A positive first experience delivered through effective FS&E operations converts one-time attendees into repeat customers, maximizing the return on marketing and promotional investment. For this reason, many FS&E teams implement specific protocols for identifying and engaging first-time visitors, such as welcome certificates, dedicated assistance, and post-event follow-up.
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Council of Europe Convention on an Integrated Safety, Security and Service Approach at Football Matches and Other Sports Events (CETS No. 218) – Council of Europe (2016)
https://www.coe.int/en/web/sport/safety-security-and-service-approach-conventionCouncil of Europe Convention on an Integrated Safety, Security and Service Approach at Football Matches and Other Sports Events (Official Text PDF) – Council of Europe (2016)
https://rm.coe.int/1680666d0bCouncil of Europe Standing Committee Recommendation Rec(2015)1 on Safety, Security and Service – Council of Europe (2016)
https://rm.coe.int/recommendation-rec-2015-1-of-the-standing-committee-on-safety-security/168072b9a2The Purple Guide to Health, Safety and Welfare at Outdoor Events – Events Industry Forum
https://www.thepurpleguide.co.uk/Guide to Safety at Sports Grounds (“Green Guide”) – Sports Grounds Safety Authority
https://sgsa.org.uk/green-guide/Deloitte Annual Review of Football Finance 2025 – Deloitte (2025)
https://www2.deloitte.com/uk/en/pages/sports-business-group/articles/annual-review-of-football-finance.html