A key objective of all professional sport marketers is to increase game attendance.  The perishable nature of the spectator sport product places a premium on sales and marketing in this industry.  Unsold seats result not only in reduced gate receipts, but also forfeit potential auxiliary revenue from parking, concessions, and merchandise sales. 

In order to understand fan motivation for purchase, organizations must have methods for data collection so as to monitor each purchasers’ behavior throughout the season. To achieve this, a suitable value proposition needs to be created for fans such that they are willing to provide accurate information. Developing a loyalty program can aid in creating tailored offers based on consumer motivation, which can result in increased revenues, improved marketing efficiency, additional sponsorship opportunities, and other ancillary benefits associated with increased attendance.

Click here to link to our case study: Loyalty Program Development