In a bold and perhaps strategic move to reignite the flame of live football attendance, Hamz Stadium-Nakivubo management has announced a significant slash in ticket prices for the remaining fixtures of the StarTimes Uganda Premier League (SUPL). Beginning this Wednesday, when URA FC hosts giants KCCA FC, fans will pay Shs.10,000 for ordinary access—half the previous price.
This decision follows an unexpected surge in interest during an experimental match held on Friday night, where early bird tickets priced at Shs.10,000 sold out in just 40 minutes via the Ham Online App. Until now, ordinary tickets had been pegged at Shs.20,000 while VIP access stood at Shs.50,000—a rate unchanged since the league commenced in September last year.
The move raises a critical question: Can price revisions become the turning point in the quest to bring fans back into stadiums and transform local football into a financially self-sustaining enterprise?
The Business of Football: Pricing as a Lever
Globally, football clubs treat ticket pricing as a delicate balancing act between revenue generation and fan accessibility. European giants such as Borussia Dortmund and Barcelona, for instance, have adopted tiered ticketing models that ensure fans from all economic classes can afford a seat at the stadium. Dortmund’s famous Yellow Wall remains packed every matchday thanks to season tickets priced as low as €200, a lesson in volume-based strategy rather than profit per head.
On the flip side, the English Premier League has long faced backlash for pricing out working-class fans, leading to periods of dwindling in-stadium atmosphere despite booming broadcast revenues.
Nakivubo’s decision to lower the pricing bar reflects a keen awareness of Uganda’s unique market dynamics, where passion for football exists, but often remains untapped due to affordability concerns. It’s not just about filling seats; it’s about cultivating loyalty, restoring matchday culture, and eventually converting attendance into commercial viability through merchandise, food sales, and long-term partnerships.
Lessons from Express FC vs Vipers SC: The Power of Pricing
The recent clash between Express FC and Vipers SC proved that pricing can directly influence attendance. With tickets underpriced for the trial, a surge in fan numbers created a buzzing atmosphere that reminded stakeholders of the old football days. While revenue per ticket was lower, the cumulative effect in attendance numbers, concession sales, and social media buzz painted a picture of missed opportunity for months past.
What this suggests is that underpricing, when executed strategically, can generate invaluable fan engagement and, ultimately, higher gross revenues through ancillary streams.
A Model for Clubs and FUFA?
Football in Uganda has long leaned heavily on executive funds, patrons wallets and sponsorships. However, the Nakivubo model now presents an alternative roadmap, one where clubs and federations build value from the ground up, starting with the fan.
Could this become the blueprint for other clubs? Should the Federation of Uganda Football Associations (FUFA) formalize flexible pricing models that respond to matchday demand, rival quality, and day-of-the-week considerations?
If clubs are to transition from dependency to self-sufficiency, matchday revenue must be taken seriously. Involving data analytics, digital ticketing platforms like the Ham Online App, and tiered pricing strategies could be the first steps toward creating a football economy that reflects both the fans’ pocket and the clubs’ financial ambitions.
The Way Forward
What Nakivubo has ignited is more than just a price change, it’s a potential business revolution in Ugandan football. By prioritizing accessibility without completely sacrificing revenue, the management may have set the stage for a return to full terraces and vibrant football weekends.
But to sustain this momentum, more than pricing must evolve. Clubs must invest in fan experience, stadium security, and marketing to build value around the matchday experience. Pricing is merely the bait, what follows must be the hook.
In the business of football, fans are the currency. How we value them, financially and emotionally, could determine whether local football remains stagnant or enters a new era of commercial promise.
