One of the main goals of the Jupiler League is to increase attendances at the matches. In season 2012-2013 the average attendance was 60% and it is the Leagues’ goal to increase this to 80% in season 2015-2016. The Cooperatie Eerste Divisie (CED) has requested DKC to support them in achieving this. This has led to the following approach: a. a strategy in which new customer (fans) have been reached through new sales channels (joint promotions). b. increasing the number of stadium visits of existing fans by investing in CRM and 1-to-1 communication and c. to shift from off-line ticketing to online ticketing.