Just to add. The online sales and marketing for these kind of matches are vital because if it's a sh*tty night then loads won't bother walking over to buy a ticket on the night, but if you've already paid, you'll invariably still go (and if they don't the club's got the dosh).

F*ck me. There are people getting paid £100s/per hour for this kind of marketing advice and I'm just giving it away.