When Fortuna Dusseldorf takes on Hamburg in Germany’s second tier this Sunday, a remarkable 52,000 fans are expected in attendance—more than double the demand, with 135,000 ticket applications received for this free-entry match.
Following successful trials last season, where they received a staggering 350,000 requests for three free games, Fortuna has expanded the initiative to four matches this season. Currently, Fortuna sits at the top of the table after seven games.
While Alexander Jobst, the club’s CEO, remains cautious about declaring the initiative an outright success, he is clearly enthusiastic about its reception. The average attendance has surged to 40,000, signaling a positive shift in fan engagement.
Fortuna Dusseldorf is witnessing not just increased attendance but also a rise in overall revenue, demonstrating that free tickets can effectively enhance financial viability. The club’s membership has grown significantly, now reaching 35,000 members.
“We introduced a novel concept to transform the traditional football business model in Germany,” Jobst stated. “We’ve opened our doors to everyone and reinvigorated local belief in the club.”
This initiative is more than just a free game strategy; it includes investments in the women’s team and the academy, emphasizing social impact alongside financial recovery. Jobst acknowledged the necessity for change, stating the traditional business model could no longer sustain the club amid rising rents and dwindling attendance.
Fortuna Dusseldorf historically struggled, barely escaping bankruptcy in the early 2000s; however, Dusseldorf, a prosperous city, longs for a top-tier club.
Jobst noted, “Many said Fortuna was a sleeping giant, but the truth is this club needed to wake up long ago.” His radical approach is aimed precisely at revitalizing interest and momentum.
Concerns about the commercial implications of the initiative were raised, but Jobst confirmed that recent polls found overwhelming support among fans, with many relishing the excitement of larger crowds bolstered by the initiative.
The financial backing for this venture comes from a variety of sponsors, ensuring the sustainability of the free-ticket model. Notably, those taking advantage of free tickets have shown a higher attendance rate than those who paid previously.
Jobst recalls the high stakes of the first free game against Kaiserslautern, where a dramatic comeback saw Fortuna win 4-3 after falling behind early. That emotional victory stands out in his tenure as a highlight.
Looking ahead, Fortuna plans to continue its free fixtures into the 2024/25 season, with matches scheduled against Hamburg, Elversberg, Darmstadt, and Preussen Munster.
With recent successes, including narrowly missing promotion last season, Jobst anticipates continued growth in merchandising, membership, and sponsorships, all critical for sustaining free matches moving forward.
There’s even talk of expanding the free ticket initiative to every home game by 2028, although Jobst is clear that this model may not work universally.
Fortuna Dusseldorf’s innovative approach aims to pave the way to the Bundesliga by aligning radical thinking with community engagement, which could ultimately make them one of the best-supported clubs in the world’s leading football league.
Jobst acknowledges this new era of the club reflects a significant shift: “With this concept, we awakened something.”
