Saracens

Something aint Working in Watford

For a full explanation of the source of and rationale behind these figures please refer to The Figures Explained.

2003/4 Season

Of all the clubs surveyed Saracens are the only ones to have recorded a drop in attendance during the professional era. Whilst it could be argued that the 97/98 figures were artificially high due to massive promotional spend, giveaway tickets, etc. the drop in crowds must be an area for some concern for those in and around the club.

Back in 1997 there was a lot of ‘new’ money being thrown at rugby union. Inspired in part by the commercial success that soccer clubs were apparently enjoying, wealthy individuals bought rugby clubs and set about trying to turn them into major sporting enterprises. Saracens and their principal shareholder Nigel Wray are a prime example of this, and the pitfalls involved.

Here is a lesson, if one were needed, that you can use marketing spend to attract an audience, but that if you do not give that audience what it perceives as value for money it will melt away. Lots of hard work goes to waste and money goes down the drain.

Those within the club attribute the fall in crowds to poor on field performance. There may be some merit in that argument but, as can be shown at other clubs, supporters can be persuaded to return even if the offerings on field are disappointing. The financial burden of running Saracens is now being shared between Nigel Wray and a number of other wealthy supporters. Looking at these figures they may need to dig deep into their pockets. 

Assuming the crowd growth which has been averaged since the 97/98 season continues this is what we will see in the five seasons to come.

Season  -  Attendance

Things are not, however, all doom and gloom at Watford. Despite an indifferent season on the field Saracens have managed to grow their crowds by 1.1% this season after three successive seasons of falling attendance. Their average of 7234 per game puts them firmly mid-table when it comes to attendances. This figure appears to be core support, people who are largely paying for tickets rather than being given them, and a base from which they can set about developing their market in a more sustainable way than was the case in the past.

The next article in this series will look at the two Yorkshire based clubs, Leeds and Rotherham.

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