Panathinaikos

Athens, Greece

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Comperio Research was contracted by Panathinaikos Football Club, one of the big-3 of Greek football, to undertake a feasibility study to estimate the demand for Corporate Boxes, Open Boxes, VIP Seats, season tickets, match-day tickets and non-match day revenues at their proposed new stadium.

Comperio Research was contracted by Panathinaikos Football Club, one of the big-3 of Greek football, to undertake a feasibility study to estimate the demand for Corporate Boxes, Open Boxes, VIP Seats, season tickets, match-day tickets and non-match day revenues at their proposed new stadium.

The objective was to gauge the demand in terms of quantity and revenue for a new stadium with modern hospitality and premium services along with the impact on general admission sales.

Comperio Research conducted a two phase research process over a three month period, comprising both quantitative and qualitative research. The first stage was a thorough qualitative research with the aim being to acquire a detailed understanding of the expectations of the target demographic, and to define and develop concepts for Premium Seat, Open Box and Corporate Box packages.  

In a bid to test the size of the market and estimate demand for these products, quantitative research was undertaken throughout the second phase, encompassing online, telephone and personal interviews. Comperio Research focused on validating the pricing strategy by estimating the quantity of each product which would be demanded at a range of prices.  This approach enabled Comperio Research to identify the price point at which revenue could be maximised.  

The research programme established the optimal types of hospitality and premium products best suited to the Athens marketplace. The research also equipped Panathinaikos with a clear idea of the revenue potential of these products, as well as that of their sponsorship packages and other commercial properties.

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The Leading Stadium Research Company

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"Comperio Research’s sophisticated processes and track record means our output is trusted by providers of financing and is often fundamental in securing the necessary funds for a project"
Richard Cheesman,
Managing Director
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"A vital part of our output is input into the design and concept of a new stadium – creating the best stakeholder experience and hence the maximum revenues"
Steve Moore,
Chief Consumer Strategist
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"We combine several cutting-edge research processes into a tried and tested methodology to deliver accurate projections of the potential of a stadium"
Kamrul Zaman,
Associate Research Director
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"Each market is different and it is only through being truly immersed in a local market that we can use our international expertise to deliver the ideal venue for each market"
Samin Macdonald,
Associate Project Director

About Comperio Research

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Comperio Research is a specialist stadium research organisation that has developed the market leading expertise in customer research in this sector, applying the most sophisticated consumer research techniques in a unique approach to the stadium sector to create revenue forecasts that form the centrepiece of a stadium business plan. The research output is crucial to developing the optimal stadium capacity, configuration and product mix, as well as the creation of a bespoke targeted sales and marketing programme.

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