Special payment formula and greater focus on match experience pay off: Anderlecht attracts full stadiums again

© Matteo Cogliati

The Brussels derby Anderlecht – RWDM on Sunday is already sold out. The Purple & White is once again hot with the general public. The record champion has already played every home match this season – except for the one against Westerlo – in front of a full house. The somewhat waning interest that has occurred in recent years has reversed.

Anyone who wants a ticket for Anderlecht these days has to be quick. The ticketing department has already set the seal SOLD OUT in the derby against RWDM and of the previous five home matches against Antwerp, Westerlo, Charleroi, Club Brugge, KV Mechelen and OHL, only the one against the Kemphanen was not sold out. The occupancy rate of the Lotto Park is 96.6% this season and no club in the Jupiler Pro League is doing better. “A positive trend,” says CEO Non-sports Kenneth Bornauw. “People like to come to Anderlecht.”

Such as Netflix subscription

Anderlecht has its second strongest season ticket sales in the past ten years. In the last decade, the public has certainly not always been in favor of the Purple & White. The results have sometimes been disappointing and even during the last title celebration in 2017 there was criticism of the football delivered by then coach René Weiler. The public attendance had ups and downs. The arrival of Kompany provided a boost, but his departure disappointed the supporters

The people of Brussels have now won the people over again. The strong core of players that Jesper Fredberg put together and the good results under Brian Riemer are of course one of the pillars of this success, but Anderlecht also has a special subscription formula. Not only does the club no longer sell season tickets in June and July, Anderlecht fans can take out a 365-day subscription at any time of the year. For example, anyone who signs up in November 2023 can go to the Lotto Park until November 2024. Moreover, such a subscription can be paid for with monthly repayments. A bit like your Netflix or Spotify subscription. Anderlecht is the only Belgian club that offers such a scheme and has noted that young people in particular are keen on it. About 20 percent of subscribers now have such a formula.


In addition, there are finally Saturday evening matches again in Lotto Park. That is the favorite playing moment of many fans and the ones against KV Mechelen and OHL were a success. The Purple & White also receives 20 percent more diners in the stadium’s restaurants on Saturdays. If you want to dine at the highest level, you can dine with star chef Yves Mattagne.

Special matches

At the same time, the club is focusing hard on match experience. Thanks to the new light installation, there are light shows before and after the kick-off and the way in which icon Paul Van Himst was put in the spotlight for his 80th birthday was certainly very popular. Anderlecht tries to make something special out of various matches. Surprises are also planned for the Brussels derby against RWDM. “Football remains our basic product,” Bornauw adds. “Although we want to offer more entertainment in addition to the match. We work very hard for that.”

Because season ticket sales are possible every day, Anderlecht campaigns continuously instead of just for the summer. Subscribe now and don’t miss the matches against RWDM, Standard and Genk. Anderlecht tempts customers for a whole year.

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