What Happened
Watford FC has introduced a new print-on-demand matchday programme called the Matchday Edition, allowing fans to order personalized programmes featuring their own photos. This initiative follows the club’s decision to replace its traditional matchday programme with a digital version, the Digital Digest, last August due to declining sales.
Additionally, the club has applied to Watford Borough Council to vary its premises licence, aiming to expand family zones within the stadium for both matchday and non-matchday events. Currently, these zones offer pre-match entertainment and have been operating under a temporary licence.
Why It Matters
The Matchday Edition represents a shift towards a more sustainable and profitable model for Watford FC, as it eliminates waste associated with unsold stock and allows for a keepsake that fans desire. Kevin Affleck, the club’s head of communications, emphasized the importance of providing a physical souvenir while maintaining a commitment to sustainability.
The proposed changes to the family zones would enhance the matchday experience for fans, allowing for greater versatility in offerings, including the potential to serve alcohol and host events outside of matchdays. This could significantly improve fan engagement and attendance.
What’s Next
Watford FC will await the decision from Watford Borough Council regarding the premises licence variation. If approved, the club could implement these changes in time for upcoming events, potentially including themed activities during the summer. Fans can expect to see the new Matchday Edition available for upcoming matches, providing a modern twist on matchday memorabilia.