Canada Soccer Ticket Sales – the Financial Base of a Great Event 2016 Canadian Sport Tourism Alliance Conference 5 Ticketing Truths

1. Have a plan….and a Plan B • Grassroots • Advertising • Earned Media • Stakeholders • Social/online 2. Tickets don’t sell themselves 3. Know your market & audience 4. Know what you are…and are not 5. Price matters Canada Soccer Events

FIFA & CONCACAF Competitions

International Friendlies

National Championships

Revenues Spectators • Tickets • In person

• Sponsorships Active Start • Online • Merchandise Soccer Fests • Stream • Television Ticketing by Event

Event Attendance Price Revenues Active Start Soccer 300,000 over 150 FREE Local community Fests locations club National 20,000 over 4 FREE to $10 Local Host Championships locations Provincial Soccer Association International 10,000 – 25,000 $25 - $50 Canada Soccer Friendlies FIFA & CONCACAF 10,000 – 50,000+ $20.15 - $150 Canada Soccer Competitions Active Start Soccer Fests

• Largest grassroots soccer program in Canada • Over $1M to community soccer clubs • 20 th anniversary • 100,000 youth players • 200,000 spectators • Locally operated National Championships

• Over 2,000 players, coaches and officials in 4 locations • U14, U16, U18 and Senior competitions for both boys/men and girls/women • Locally operated + Canada Soccer technical oversight International Friendlies

• Canada Soccer hosts 2-4 annually • Held from coast to coast • Operated by Canada Soccer

Attendance History since 2010:

• 28 of 36 home matches (senior teams) have been 10,000 or more spectators • 12 of 36 home matches have been 20,000 or more spectators • 36 matches = 689,166 spectators, or average of 19,143

• In 2015, 10 home matches including Canada’s matches at the FIFA Women's World Cup Canada 2015™ had 322,070 spectators Canada v USA May 8, 2014 – Investors Group Field, Winnipeg MB CONCACAF/FIFA Competitions

• 2002 U-19 Women’s World Championships • 2007 FIFA U-20 World Cup Canada • 2012 CONCACAF Olympic Qualifiers • 2014 FIFA World Cup Qualifiers Brazil™ • FIFA U-20 Women’s World Cup Canada • FIFA Women’s World Cup Canada 2015™ • 2018 FIFA World Cup Qualifiers Russia™

What is missing from this list? FIFA Women’s World Cup Canada 2015™ FIFA Women’s World Cup Canada 2015™ FIFA Women’s World Cup Canada 2015™ Opening Match – CAN v CHN June 6, 2015 – Commonwealth Stadium, Edmonton AB Norway v Thailand June 7, 2015 – Lansdowne Field, Ottawa ON USA v Australia June 8, 2015 – Winnipeg Stadium, Winnipeg MB Canada v Netherlands June 15, 2015 – Olympic Stadium, Montreal QC Brazil v Australia June 21, 2015 – Stade Moncton, Moncton NB Quarterfinal - Canada v England June 27, 2015 – BC Place, Vancouver BC 2018 FIFA World Cup Qualifiers Russia™ Attendance

2014 FIFA World Cup Qualifiers Brazil™ @ BMO Field • St. Lucia 11,500 • Puerto Rico 12,178 • St. Kitts 10,235 • Honduras 16,132 • Panama 17,586 • Cuba 17,712

2018 FIFA World Cup Qualifiers Russia™ @ BMO Field • Dominica 9,749 • Belize 10,412

@ BC Place • Honduras 20,108 • Mexico 40,000+ Canada v Mexico March 25, 2016 – BC Place, Vancouver BC #CanadaRED Meter