What happened
Watford FC has introduced a new print-on-demand matchday programme, allowing fans to order personalized editions featuring their own photos from the stadium. This initiative was unveiled on February 21, following the club’s decision to discontinue its traditional matchday programme last August in favor of a digital format.
Why it matters
The new programme, described as innovative by Watford’s head of communications, Kevin Affleck, aims to provide fans with a tangible keepsake from their matchday experience. The shift to a print-on-demand model addresses the demand for physical souvenirs while also aligning with the club’s sustainability goals by eliminating waste associated with unsold stock.
What’s next
Moving forward, the club will continue to assess the success of this initiative, which includes features such as game line-ups, match reports, and QR codes for video highlights. The programme is produced by Pureprint Group, with digital technology support from Early Doors Sport, ensuring that printing occurs only upon order, thus minimizing costs and waste.
