Coventry City Football Club

Coventry City FC

Cashless Stadia – Coventry City Football Club Case Study

The Challenge

Coventry City Football Club had a unique challenge with generating revenue from a supporter card and season ticket. They were tenants of the Ricoh Arena, the caterers were contracted by the Arena and had no direct relationship financial or otherwise with the club and the incumbent card and cashless system provider controlled the relationship with the customer for the cashless element of the card. The profits from Cashless catering were split three ways Arena / Caterer / Cashless Service Provider. The only area for revenue generation was in club merchandise, which due to the financial data processing going via the Cashless Service provider was less than ideal, and ticket sales.

Our Approach

Consulting Smart Ltd were invited by the Head of Marketing and Event Sales to conduct a review of the existing scheme and infrastructure with a view to producing a recommendation report outlining opportunities for revenue growth, cost savings and operational efficiencies whilst remaining within the constraints of the existing contractual agreements. Our Senior Smartcard Consultant and Marketing Director were assigned to conduct site surveys; facilitate discovery sessions with key stakeholders, service providers’ prospective vendors / partners including the Coventry City Council and the local mass transit providers and produce the recommendations report. In addition we also produced a strategic deployment roadmap for a future Smartcard and Mobile scheme with a advanced CRM at its heart, that delivered greater and richer customer data from which value adding and revenue generating services could be added as part of the strategic development roadmap.

The Result

The client was surprised and enthused by the level of simplicity in the Operating Model of a multi application multi vendor customer centric scheme. Moreover they delighter to learn that even within the current infrastructure and contractual constraints they would still be able to operate a scheme that delivered operational efficiencies, cost savings and revenue generation opportunities. We have received outstanding endorsements from the Client and they have actively promoted our services to other Sports Arenas Football Clubs and Theatres.
Skills and experience used:-
  • Strategic analysis
  • Detailed analysis
  • Gap analysis
  • Systems analysis
  • Commercial awareness
  • Process and Business analysis
  • Stakeholder Management


  • We are using Consulting Smart as our Subject Matter Experts in smart cards and they have been advising us on the best approach in developing a multi purpose supporter based smart card, that will improve the quantity and quality of our customer data and make back office operations more efficient whilst delivering a better customer experience. We have benefited from the advice and guidance that Consulting Smart Ltd have provided us with and look forward to a continued relationship with themStephen EbanksStephen Ebanks, Ticketing Manager, Coventry City Football Club