Industry News

NY Jets unveil first NFL season-long boarding pass

NFL American football franchise the New York Jets has launched the first ever season-long mobile-ticketing pass in the league.

Jets Boarding Pass allows fans to attend every home game, while sitting in a different seat each time. The $725 (£567/€649) package includes 10 games between preseason and the regular season, with up to six people able to buy the pass and request to be sat together.

Much like an airline ticket, the Jets Boarding Pass does not reveal the seat or section until the fan arrives at MetLife Stadium on game day. The ticket is delivered through the Jets app only two hours before kickoff.

Experience, the company that built the system’s algorithm, claims that fans will sit in a variety of places throughout the season, including club seats.

They could find themselves placed right at the centre of the field at the 50-yard line or in the front row, while another week they could see the game from the mezzanine or upper deck.

“Any seat in the building is fair game,” Seth Rabinowitz, Jets’ senior vice president of marketing and fan engagement, told SportTechie. “We’re going to work real hard to get everyone to get as close to the action as possible each week.”

“There’s a little bit of a sense of adventure,” said Rabinowitz. “We think that’s part of the fun.”

While the package is available to anyone, Rabinowitz said, according to Sporttechie, that attracting younger or newer fans would be a “nice by-product,” given the changing viewing habits of newer generations.

“Everybody in our industry is trying to stay current and remain relevant to audiences as they evolve,” he said. “We want to keep our product relevant to as wide an audience as possible.”

The Boarding Pass is non-transferrable, but will guarantee fans a steep discount if all 10 games are attended.

The mobile ticket also provides fans with the opportunity to participate in the Jets Rewards programme, enabling them to earn points to use on prizes, such as autographed memorabilia or experiences.

In addition, the Jets’ Boarding Pass partner, JetBlue Airlines, offers a few JetBlue perks, such as free miles or upgrades.

“We are always looking for new ways for our fans to experience game day, and we also pay very close attention to trends in the industry and in the market,” said Jets President Neil Glat.  “As consumer preferences are shifting towards mobile transactions, we wanted to provide Jets fans with a unique and convenient way to attend Jets games, and we think the Boarding Pass addresses that.”

Image: MarineCorps New York