This section of SportTechie, “Sports Tech Wire”, contains original press releases issued by various companies and industry organizations. The releases are reviewed by the SportTechie editorial staff to ensure relevancy to the sports technology industry. For information and access, send your name and email address to info@SportTechie.com
NBA and NHL Teams Use Umbel to Increase Revenue with Fan Data
Austin, Texas – Umbel, a company that helps Sports organizations collect and leverage fan data, has quietly been increasing revenue for innovative teams in the NFL, NBA and NHL. Teams in nearly every major Sports league are now leveraging data to boost ticket sales, sponsorship revenue and overall marketing success.
By collecting real time data about actual fans in stadiums and combining it with data from ticketing systems, CRMs, email automation tools, beacons and other data sources, Umbel has helped teams discover powerful fan insights.
Knowing the purchasing DNA of their fans is empowering teams to increase ticket sales less than two weeks after they start collecting data. Where data warehouses require large investments of time, money and technical resources, Umbel is raising eyebrows with a powerful, simple and fast solution. Marketers can now quickly discover the interests, brand preferences, demographics and lifetime value of their fans – without relying on IT resources.
Underlying these fan insights is unique technology that allows teams to segment their data and target the exact customers that meet certain criteria. This changes the way Sports executives think about market research. Instead of getting one broad set of insights about their entire fan base, teams are now able to gather granular insights about specific fan segments.
Armed with these insights sports executives are becoming data innovators in their organizations and finding new ways to create amazing fan experiences. By using Umbel alongside WiFi gating, contests, and other strategies their teams have collected millions of data points on hundreds of thousands of fans. That data is now being put to use to generate thousands of ticket sales at a lower cost, resulting in stronger marketing ROI. The fan insights also help teams attract sponsors who are eager to advertise in stadiums where they know their customers like to go.
As the fan insights continue to pile up, teams are strengthening their marketing engines every day. Ticketing, sponsorship, merchandising, concessions and season ticket strategies are all benefitting from a better understanding of fan preferences. Successfully leveraging data is critical for the Sports industry in 2016 and new technology is making that goal possible.
Video: Hear from senior executives with teams in the NBA and NHL about how they became data innovators to boost revenue for their teams. Watch now
About Umbel