You don't, its initated by the Board/Chairman.
I recently had one near the end of a good season with Woodlands Wellington, my Chairman told me that my next home game, against bottom side Super Reds, would be a Fan Day, where season-ticket holders could bring a friend for free.
A (relatively) big crowd attended, and I smashed four past the away side. After the game, the Chairman told me that the "exciting match atmosphere" played a big role in drawing the crowd, and he predicted that attendances would increase due to this event.
Can't say either way, it was the second-last game of the season, and I've only just started my second season.
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