Club launches 'world-first' souvenir programme

A football club that scrapped its matchday programme has launched a new post-match publication it has described as a "world-first initiative".

Watford FC and sports technology start-up Early Doors Sports have worked together on The Matchday Edition, which features the official match report, post-match interviews and photos from the game.

Fans can also order personalised editions which includes up to five of their own photos.

The club replaced its traditional programme with a digital offering last year after sales had dropped as low as 455 in one match.

A 2018 change to English Football League rules meant clubs were no longer obliged to print a programme for every game.

Watford's content and production manager Steve Scott said the new product provided fans with a 21st-century experience.

"Supporters can now keep at home a complete record of the match, the ultimate memento for those attending for the first time or because it was a memorable game," he said.

Each edition will also include a QR code which fans can scan to see video highlights of the match.

The club said the initiative was more eco-friendly as copies are only printed when ordered, meaning there would not be wasted unsold stock.

It added: "We always try to trail blaze at Watford - and so we are excited to announce the launch of a world-first initiative.

"It marks a move from a product that can often be loss-making into a profit-generator, without upfront print costs."

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