I've just remembered something a sports bar used to do when I lived up in Middlesbrough in the late 90's. It was fairly near the ground.
Every time you bought a pint, they would give you a playing card with a Middlesbrough footballers image and name on it. I think the players were past and present.
30 mins before kick-off they did a prize draw. So anyone who had a 'Paul Ince' for instance won a free match day programme, or they could have a free drink token.
So I was thinking we could have this in the fanzone. Prizes such as signed photo, team group poster, match programme or free pint. It would help to create an extra buzz before the game, and generate more customers.