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The Matchday Edition is a print-on-demand product, unveiled on Saturday 21 February, that allows supporters to order a standard or personalised programme featuring their own photos of the day at the stadium.
Watford FC dropped its matchday programme last August in favour of a digital offering, the pre-match Digital Digest, following a dip in sales.
“While the Digital Digest provides a handy, digestible preview of the game, we recognise the desire of some fans for a physical souvenir from a memorable matchday,” Kevin Affleck, Watford FC’s head of communications, told Printweek.
“So, this innovative and trailblazing move marks a progressive step from a pre-match product with a limited shelf life into a keepsake profit generator, without up-front cost. The zero waste also chimes with the club’s commitment to being a sustainable business,” he added.
The printer is Pureprint Group, with the digital technology powered by Early Doors Sport.
As printing is only carried out when an order is made, there are no minimum print runs or unsold stock meaning no waste, Watford FC highlighted, which means “it marks a move from a product that can often be loss-making into a profit-generator, without upfront print costs”.
Contained in the programme is game line-ups, match report, official action shots, key stats, post-match interviews as well as video highlights accessible via QR codes.
Steve Scott, content and production manager at Watford FC, said: “This product gives fans a 21st-century experience and ensures we remain at the vanguard of the digital age. Supporters can now keep at home a complete record of the match, the ultimate memento for those attending for the first time or because it was a memorable game.
“Fans can even make it personal with their own photos. It’s the perfect offering for supporters of the ‘Original Family Club’ and adds to our digital and print estate.”
Mike Lewis, CEO at Early Doors Sports, added: “The match programme is one of football’s great traditions – but it hasn’t kept pace with how fans experience the game today. Watford’s new Matchday Edition is built on our proprietary personalisation platform, and showcases the innovation UK tech companies are bringing to this space.
“Fans get the perfect keepsake, while clubs get a smarter, more sustainable commercial model with profit on every copy.”
A standard printed version of the Matchday Edition costs £5.99 + PP while a personalised version is £6.99 +PP.
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