Rather than solely functioning to motivate more fans to come to games, today promotions are frequently part of an overall sponsorship package used to advertise promotional sponsors’ products.  With the growing need to grow revenue streams, if promotions are successfully implemented, teams can simultaneously increase monies from corporate sponsors and auxiliary income sources resulting from increased attendance. Furthermore, competition for the entertainment dollar continues to escalate, making evaluation of the relative impact of price and nonprice promotions on attendance gains especially important.

For marketers, it is important to understand which controllable or uncontrollable variables affect demand. However, marketers should focus their attention on variables that they can control, such as their promotional strategy. By examining the overall effect of promotions on attendance and the marginal impact on attendance of additional promotional days, teams can better assess the relative effectiveness of various promotional options. 

Click here to link to our case study: Demand Analysis