AS Monaco has introduced several changes for its 2024-2025 season subscription campaign, including the option for monthly payments and reserved seats for all competitions. Here’s a summary of the key updates.
Although not specifically for celebrating AS Monaco’s centennial, the timing is perfect. "The stars have aligned," said Thibaut Chatelard, AS Monaco's Director of Marketing and Revenue. “These 100 years are a significant moment, as is the club's return to the Champions League. We want this to be a great popular celebration with an animated and full stadium. This involves our core fans, the subscribers. We want to foster the vibrant atmosphere we experienced against Nantes at the end of last season. Therefore, we've designed an offer that encourages as many people as possible to join us.”
To mark this special season, AS Monaco has introduced some new features for subscribers, starting with a long-awaited change. “We have built an offer based on what subscribers want. They want to keep and guarantee their seats regardless of the competition. In the past, subscribers had specific seats for Ligue 1, but UEFA quotas forced us to relocate them for Champions League matches. Now, we will guarantee their seats.”
Another significant change is in subscription pricing and what it includes. "There was a price gap between the Pesage and Premiere lateral rates. We wanted to create a 'Second' offer that allows an adult to find a price point between the two. Additionally, we aim to attract younger subscribers and create emotional moments with this centennial season and the return to the Champions League. For children under 12, who may become future AS Monaco supporters, we offer, for an additional euro in the 'Second' category, the possibility to bring a child to the 21 matches."
The subscription now includes 17 Ligue 1 matches, the four home matches of the new Champions League format, and potential Coupe de France fixtures at Louis-II. If the club progresses to the Champions League finals, subscribers will need to pay an additional fee. "If we advance further in the competition, there will be an extra charge on the subscription," explained Thibaut Chatelard. Additionally, subscribers can now purchase up to four tickets instead of two for European competitions, maintaining priority for purchasing.
A major innovation for the 2024/2025 campaign is the introduction of a ten-installment payment option without fees, available through monthly direct debits. The only requirement is to subscribe before July 31.
“This is because we spread the payment over ten months. If someone subscribed mid-year, they would have double payments. If you subscribe in June, the payments start in July.”
While some supporters have noted the subscription price increase, Thibaut Chatelard counters this claim. "Prices have actually decreased for some categories. For example, the full price for the Pesage stand was 220 euros last season; this year, it is 240 euros, but with four Champions League matches included. So, the per-match price has decreased." Although the per-match price has decreased, the overall increase varies. The Pesage stand price increased by 20%, while the Honours stands (+30%), Central Premier (+37%), and Lateral Premier (+46%) saw higher increases.
The new subscription campaign launched on June 5, a month earlier than previous seasons. "It's a real success, and I am very confident about the final outcome," said Thibaut Chatelard. While he hasn’t disclosed exact numbers of subscribers since the campaign's launch, he revealed that "72% of the subscribers are new. This shows that our strategy to attract new supporters is working. Where we sold 10 subscriptions last year, we’re selling 100 this year in the same period," adding a gentle nudge to previous subscribers. A new feature this year is that the campaign is open to both new and returning subscribers from the start. However, the seats for 2023/2024 subscribers are "reserved" until the end of July. "But after July 31, these seats will be released."