+ 44% audience growth for Ystads IF Handboll

Ystads IF Handboll has made a flying start to the season—at least in the stands and in the matchday experience. Despite uneven results on the court, average attendance is up 44% in the opening phase. In parallel, the club has almost doubled the number of season tickets.

Ahead of the 2025/2026 season, the club moved from a traditional ticketing system to Liveday—and shifted from one-off social campaigns to structured, data-driven communication with fans. The impact was immediate.

• +100% more season tickets

• +44% in attendance: based on the average from the first four home games, compared to 1,398 last season.

• Data-driven communication: dynamic pricing, smart sends, and timing based on historical sales.

• Smooth, strong support: “The smoothest system we’ve worked in.”

Club CEO Tor Blendberg points to two things that made it possible: a new way of working and a tool that makes consistent execution easy.

What we do differently is that we communicate more often—and hit the mark more often. Some want info right after the game, others the same day. With Liveday we can adapt the timing and reach more people at the right moment.

“We talk to our fans more often now”

Previously, the ticketing system and social channels lived separate lives. With Liveday, Ystads IF has brought everything together: sales, communication, and follow-up. The result is a consistent week-by-week structure—from advance purchase to the thank-you email after the match.

We talk to our fans more often – and we hit the mark more times,” says Tor Blendberg, CEO, Ystads IF Handboll.

From ad hoc to a match plan

Before switching to Liveday, YIF let the ticketing system “live its own life,” while communication ran through social channels without clear structure. Today there’s a match plan for the entire audience journey—before, during, and after the game.

In the arena, the club creates experiences and added value for the audience with contests and interviews, and clear pre-information means visitors always know what’s happening—and what they’ll miss if they stay home.

We take the customer journey more seriously – from the first email to ‘thanks for today.’ If you make it here once, you’ll want to come again.

Data-driven communication that hits the buying moment

The club uses dynamic pricing (cheaper early, extra value for season tickets) and lets insights steer the timing of sends. Budget and analytics tools show when tickets sell the most—which governs everything from matchday emails in the morning to reminders the day before at lunch.

Easy for the organisation even as volume increased

Even though attendance and season tickets nearly doubled, the organisation didn’t need to be adjusted. The tools are so simple that more gets done with the same resources.

We doubled the volume but everything just flowed.

Support that plays on the same team

Onboarding and day-to-day support have been crucial. When something needs fixing, there’s a contact who takes ownership—without ego. At the same time, an ongoing product dialogue means the club’s needs influence Liveday’s priorities, Tor says.

There’s a real point of contact who understands our feedback and solves it. Liveday just gets things done without bickering about whose ‘fault’ it is. It feels like we’re helping shape and build something together.

Tor’s advice to other clubs

Dare to use the tools – features are meaningless if you don’t use them. There’s a lot to gain if you embrace them.