By Nikolas Beck
Heidelberg. Matthias Lautenschläger is a fan of numbers. The managing director of the MLP Academics show the ticket sales every morning and want to be exactly informed about the advance sales figures. Finally, on Sunday (3:30 p.m./Dyn) the Bundesliga basketball players will be going to the highlight game against Bayern Munich in the 13,500-seat SAP Arena in Mannheim for the second time since 2022.
A year and a half ago, the Academics played shortly after Christmas in front of Heidelberg’s record crowd of 10,454 spectators. During the interview, Lautenschläger, 44, looks at the Excel spreadsheets and reveals that 7,500 tickets have already been sold. In 2022, there were 712 fans on the match day alone and 333 on the day before. In other words: it will be (atmospherically) full again.
Matthias Lautenschläger, you once said that it is charming to be able to report a sold-out house. How much charm would a sold-out SAP Arena have?
(laughs) That would of course be another milestone. But we probably won’t be able to do it completely this year. We are currently pretty much on track with last time, but we also have one or two advertising measures planned in the next few days.
Among other things, comedian Bülent Ceylan – sorry: Mompfred – called on “his” people from Mannheim to stop by.
Exactly. Bülent was already at a game when we supported his foundation with our augmented reality jersey. He took a liking to basketball and his son plays actively himself. This is not a paid advertising partnership or anything similar. He is passionate about the Academics, stopped by our office and spontaneously recorded two videos.
How great is the danger of experiencing a debacle against the industry leader in front of a large audience?
This danger always exists. Also last year. Back then, thank God, we acted on equal terms. A very tough ride awaits us. I just hope the team gives full throttle and has a really good day with good hit rates. But of course there are a few things that are going against us right now.
What do you mean by that?
For the first time, Bayern have a week to prepare for their opponents. They haven’t had that all season because of the EuroLeague. Now they come here well prepared, are rested and will compete with their best possible team. Maybe we can surpass ourselves a little. Nevertheless, the really important game in terms of sport will take place the following week at Mitteldeutscher BC.
When the club communicated the move to Mannheim, there was also talk of a sign that those responsible still believed in a turnaround in the relegation battle…
… and since then we have won four out of six games. I don’t want to establish causality, but of course something like this is a special motivation for our players. It is also a form of appreciation that they are given the largest possible stage. The prospect of a game in the SAP Arena may have released a bit more energy.
Keyword appreciation: Do the fans also see this game as a thank you to them?
As always, there are supporters and opponents of this decision. Finally, as a Heidelberg club, we go to Mannheim, another city, for a game. However, most fans perceive this as a high point. Season ticket holders in particular are looking forward to being able to watch a basketball game in the SAP Arena. The fact is: We are Heidelbergers and we remain Heidelbergers. Nevertheless, we want to increase our awareness beyond the city limits.
The audience development after the first trip to Mannheim proved you right…
The effect from then is still noticeable today: an average of 2,548 spectators came to the SNP Dome before the game. After that, the average attendance rose to 3,704 per game. This season – despite the many home defeats at the beginning – we are even at around 4,000.
The game requires an enormous amount of effort. Is it even worth it financially?
Definitely. We also notice this in the area of merchandising and simply by the sheer number of tickets. If the break-even point is reached and you then sell two or three thousand more tickets, it will be noticeably worthwhile, even compared to a sold-out SNP Dome.
Can you specify that?
The proceeds last time were many times higher than for a sold-out game in the Dome.
Speaking of effort: When do preparations in the SAP Arena begin?
This time the Harlem Globetrotters are playing there on Saturday evening. Our logistics partners Nosta and Fels actually only bring the standing baskets and the parquet floor over on Sunday night. Strictly speaking, the preparation for the team begins on Thursday evening at the Rhein-Neckar Löwen.
In what way?
(smiles) I agreed with Jennifer Kettemann (Managing Director of the Löwen/d.Red) that our players can watch the Bundesliga game against Melsungen inside the arena. To get a feel for it, get used to the dimensions – and hopefully cheer the Lions on to a win.
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2024-04-17 02:00:00
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