Charlotte FC says 'Thanks world, we'll take PSLs away from here'

By Brian Maurer

Photo courtesy of CJ Hellner/TopBin90

Charlotte FC sent an email to all Season Ticket Members yesterday morning that highlighted major changes to season ticket membership. The most covered change was Personal Seat Licenses (PSLs) being removed from Charlotte's ticket portfolio. The PSL removal also includes an opportunity for current STMs to have a credit applied to their season ticket renewal equal to 100% of their PSL purchase over the next three seasons (the 2027 sprint season, 2027-28 calendar change full season, and 2028-29 full season).

The detailed breakdown for this renewal credit looks like this:

• 75% PSL account credit applied to 2027 sprint + 2027-28 full season renewal (25 games).

• 25% PSL account credit applied to 2028-29 full season renewal (18 games).

According to the club, the average cost of PSLs purchased is around $550, and there are currently an estimated 15,000 STMs who would be eligible for this PSL credit. Meaning Charlotte FC could be issuing around $8 million in PSL credits through 2029. "This is absolutely a long-term investment in the fan...that's why we're doing it," said Charlotte FC Chief Revenue Officer Eric Sudol.

This decision came about after the club held a series of focus groups, which included over 600 fans. Because of the amount of interest from fans participating in these focus groups, the club split discussions into seven different meetings that lasted 90 minutes and included 70-80 of the volunteers. The rest were sent a survey.

After more than 10 hours in these focus groups, the club walked away with five pillars on how to improve their commitment to the fanbase:

1. Remove the barrier to entry created by PSLs

2. Close the price-to-value gap

3. Enhance the benefits and experiences members receive

4. Improving membership service

5. Strengthen identity and community

PSL barrier of entry - after this season, that pillar will no longer be an issue, and the club has established its method for correcting that barrier of entry with credit as laid out above.

Value and pricing gap - the feedback from fans highlighted a disconnect between value received and the price paid. The club stated in their email to STMs that this is their top priority. "What is important to [members] in terms of price-to-value," said Sudol.

Benefits and experiences - The club mentioned STMs expressed wanting experiences that money can't buy. "How you can change someone's life experientially, that's the power of what we're doing, that's sports," said Sudol.

Membership service - this pillar includes more engaging, stronger membership support primarily through custom communication. "How do we make sure we are more personalized in our communication...how do we staff around that appropriately," stated Sudol.

Identity and community - the club's responsibility for strengthening the connection that members share with each other in their sections and the club itself. "The culture that is created within a soccer community...we have to be a catalyst to enhance that," said Sudol.

Charlotte's CRO also mentioned that family ties were reported heavily in their focus groups and survey responses. Many fans who have been attending Charlotte FC games did not have a direct connection to soccer, but a family member helped bring them into the tent. "A family connection was key," Sudol reiterated.

Initial club actions

Charlotte FC sought to highlight further that they are taking action to improve the value Season Ticket Members receive and enhance the stadium experience by extending the East Gate food-and-beverage special that will run until 30 minutes before kickoff.

For Charlotte's first game back after the World Cup break against their Southern rivals, Atlanta United, the club is offering $1 hot dogs and $5 beers and welcoming 18-time Nathan's Hot Dog Eating Contest Champion Joey Chestnut.

The club also informed Season Ticket Members that they are focusing on improvements to their systems and processes that should help the club be more proactive in their communication with them.

Goals and longer-term plans

The club stated that they are working on enhancing other benefits as they aim to improve the fan experience at games with the new stadium construction and focus on supporters group benefits. "The [supporters groups] are absolutely the fabric and heartbeat of this franchise, and you will see what we believe is a rather substantive benefit coming their way in the next 30 days," said Sudol.

The stadium renovation will be a massive investment in the future of Charlotte entertainment, and the aim is to have the soccer club be a focal point for a lot of those experiences. "Our ability to bring the vision of an entertainment district to life, and on the backs of soccer, it's there, that's why we're so bullish, and why this was so important right now," said Sudol. "We are revolutionizing an overall fan experience."

Enhancing the value and benefits for STMs has been at the heart of many of the club's recent changes, but they also plan on reducing season ticket prices in 2027 to close the gap between value and price. Certain pockets in Bank of America Stadium will see a decrease, while other more in-demand sections will still see an increase, but the overall price of tickets will see a dip of 6% next season. "We are using the price lever in certain areas to close that [price-to-value] gap," said Sudol.

Some actions have already been taken to improve the fan experience off the back of the World Cup, which concludes this weekend; more changes and benefits for STMs and the general public are supposed to be coming.

The club's current sentiment is that they are all ears to fan concerns. The club highlighted the removal of PSLs as a clear indicator of that stance. "This is a moment in time...tell the world...[Charlotte FC] did listen," stated Sudol.