FC Midtjylland and the summer of the ‘drive-in’

As discussions about how professional sport might resume behind closed doors increase, Danish club FC Midtjylland may take the prize for the most creative idea yet. Midtjylland plan to launch a ‘drive-in’ cinema to allow up to 2,000 vehicles to watch live matches on two giant screens outside their MCH arena. Singing will be encouraged, away fans invited to their own area and footage of the parking lot relayed to players inside the stadium. 

The idea is an interesting one, providing an innovative technological solution to a number of issues that clubs are facing due to the COVID-19 pandemic. Some key themes emerge:

1. Depending on ticket T&Cs, clubs will likely be required to refund ticket holders for all games held behind closed doors. This means that clubs will need to attempt to supplement the loss of ‘match-day’ income by finding new ways of generating revenue – creative ideas such as a ‘drive-in’ help to achieve this.

2. Whilst the idea of a digital season ticket has been mooted (i.e. providing season ticket holders with a stream of each match not televised by domestic broadcasters), this would face a number of challenges as clubs may not hold the relevant rights or have the technical capabilities or platform deals in place to facilitate this. The ‘drive-in’ is arguably the most direct way of keeping fans engaged by retaining the feeling of community at the stadium and the appeal of going to a social event. 

3. As Midtjylland have done, clubs will need to liaise with, amongst others, the emergency services, insurers and TV rights holders to properly account for all the risks of holding ‘match-day’ events and to abide by any social-distancing laws.

It is great to see new ideas being put forward which attempt to make the best of the challenging situation. Granted, the ‘drive-in’ might not be the future of sport, but it is possible that another idea generated over the coming weeks and months could be, necessity being the mother of invention after all.