Hammarby Fotboll is introducing a minimum attendance requirement for season ticket holders starting next season in an effort to curb empty seats at Tele2 Arena and Söderstadion, Mitt i reported.
Attendance Rates Prompt New Rules
Empty rows have remained a persistent issue at matches despite strong overall season ticket sales. Data published by the Stockholm club shows that utilization rates for the men’s team average between 73% and 85%. Meanwhile, attendance figures for the women’s team hover lower, between 60% and 70%.
New Thresholds for Next Season
Under the new policy, holders of season tickets for the men’s home matches must scan their cards at least 12 times across the 15 home fixtures of the Allsvenskan season. Supporters who fail to meet this 12-match minimum will lose the option to renew or purchase a season ticket for the following year. For the women’s team, the mandate requires supporters to use their cards for at least 10 out of 13 home matches.
Ticket Holders Can Transfer or Donate Seats
Club officials structured the system to accommodate absences through flexible sharing options. Ticket holders who cannot attend a specific fixture can transfer their match ticket digitally to another person. Alternatively, supporters can donate their seat back to the club for redistribution. Both actions register the ticket as utilized in the club’s tracking system. Svenska Cupen fixtures and potential European matches are exempt from the new attendance thresholds.
Higher Crowd Density Improves Matchday Atmosphere
Hammarby stated on its official channels that higher crowd density directly improves matchday atmosphere and yields a stronger vocal backing for the squads as the club fights for top positions in domestic competition. The policy targets the gap between sold tickets and occupied seats during league fixtures in Stockholm.
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