Use case : Aviron Bayonnais

Aviron Bayonnais : Using Supporter Feedback to Shape the Season Ticket Holder Experience

By leveraging the GuestViews module, Aviron Bayonnais has structured its season ticket holder feedback collection to better understand fan expectations and guide future improvements to the matchday experience.

Use case Aviron Bayonnais

Aviron Bayonnais is one of the most iconic clubs in French rugby and the Basque Country. Deeply rooted in its local community, the club is supported by a highly engaged fanbase that helps make Stade Jean-Dauger one of the most distinctive and celebrated grounds in French rugby.

Season ticket holders are at the heart of this community. Their loyalty, consistent stadium attendance, and deep knowledge of the club make them essential stakeholders when discussing the evolution of the fan experience.

During the 2025-2026 season, several key themes emerged in discussions with fans, including subscription benefits, the matchday experience, stadium services, club communications, and the ongoing relationship with season ticket holders. 

With supporters expressing a wide range of expectations—sometimes with differing priorities—Aviron Bayonnais wanted to move beyond occasional comments and informal feedback. The objective was to build a broader, more structured and more representative understanding of its season ticket holder community.

Giving Fans a Voice to Prepare for Future Seasons

The club’s goal was twofold: to give season ticket holders the opportunity to share their experiences while collecting data precise enough to guide strategic planning.

To organize this consultation, Aviron Bayonnais used GuestViews, the audience insight and survey module integrated into Arenametrix.
The club designed a comprehensive questionnaire, distributed it to its subscribers, and centralized all responses.

Comprising over 30 questions, the survey covered the main pillars of the fan journey:

  • The matchday experience

  • Benefits associated with the season ticket

  • Club communications

  • Stadium services

  • Expectations and priorities for future seasons.

This approach allowed the club to move past individual impressions or informal feedback. Each response contributed to a consolidated understanding of the current experience and the improvements expected by fans.


Centralizing Feedback to Prioritize Action

Once the responses were collected via GuestViews, the challenge was not just to measure overall satisfaction levels, but to extract key insights and make them actionable for the club’s staff.

The analysis identified the most critical topics for season ticket holders, highlighting key areas of satisfaction and identifying top priorities for improvement. Aviron Bayonnais now has a concrete foundation to support strategic discussions and make informed decisions about the future of its offerings. Decisions can now be based on structured data rather than subjective perceptions or the most vocal minority.

Key Project Stages

1. Designing a Comprehensive Consultation:
Over 30 questions were crafted to cover the entire subscriber experience, from stadium services to expectations for future seasons.

2. Mobilizing the Community:
The campaign was distributed directly to season ticket holders, inviting them to share their experiences and priorities.

3. Centralizing and Analyzing Responses:
Feedback collected via GuestViews was aggregated to offer the staff a consolidated view of satisfaction, expectations, and priorities.

4. Turning Insights into Action:
The results allow the club to prioritize initiatives and study adaptations that will sustainably improve the fan experience.

Making Fan Listening a Core Part of Continuous Improvement

By centralizing and analyzing this feedback with Arenametrix, the team can better distinguish the strengths of the current experience from the priority requests and changes to consider for upcoming seasons.

This process lays the foundation for a more consistent approach to satisfaction management, where fan insight becomes a strategic tool for enhancing experience and long-term retention.

By implementing this campaign, we sought to better understand the expectations of our season ticket holders so we could improve our services and optimize retention. Following this survey, we will, where possible, adapt our offerings to increase satisfaction over the coming years.
Yon Sanderson, Ticketing Manager - Aviron Bayonnais