Innovation in football isn’t always about technology. Sometimes it’s about turning empty space into revenue space. Excelsior Rotterdam needed a pre-match solution that would drive early arrivals and unlock commercial potential. As their strategic partner in fan experience, Beewan Sports created Supporter Street: an 85-meter fanzone that transformed fan behavior and generated €22,500 in additional revenue per match.
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Client
Excelsior Rotterdam
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Services
Engagement, Revenue
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Links
The Challenge:
- Matchday experience lacked pre-game energy and structure
- Fans arrived shortly before kick-off, resulting in low early traffic
- Limited space and visual identity in the existing fan area
- No data or structure to link fan experience with revenue generation
- Untapped commercial potential in pre-match hours
The Idea:
We envisioned a fanzone that would drive behavioral change. A football village where fans would naturally arrive an hour early to gather, eat, drink, and connect. By creating a strong visual identity anchored in Red & Black pride, and co-developing with Heineken, we ensured Supporter Street would become a destination, not an afterthought. The goal was clear: turn dead time into dwell time, and dwell time into revenue.
The Solution:
- Designed and built a fully branded 85-meter fanzone at the short side of the stadium
- Collaborated with Heineken to co-host matchday activations and promotions
- Integrated bars, food stands, and merchandise. All brought together with a live stage and bold visual identity
- Developed a distinctive name and brand ‘Supporter Street’. Inspired by Rotterdam harbor culture and Excelsior heritage
- Implemented smart zoning aligned with entrance flow and crowd routing
- Established performance metrics around supporter arrival time and consumption patterns
The Results:
- Approximately 2,500 fans now arrive at least one hour earlier than before
- Fans consume an average of two additional drinks per person before kick-off
- At €4.50 per drink, this generates approximately €22,500 in extra revenue per home match
- With 17 home matches per season, this equates to around €382,500 in annual revenue growth
- Significant increase in club visibility and brand value for Heineken
- Supporter Street became a permanent matchday destination with potential for non-matchday activation (community events, student gatherings, brand partnerships)
- Delivered in just 10 weeks in collaboration with club, partners, and sponsors
Supporter Street is proof that when you combine design, club culture, and commercial thinking, you don’t just improve the atmosphere. You create a strategic asset. It’s not just a fanzone. It’s a revenue engine that Excelsior Rotterdam can continue to activate and grow, matchday after matchday.