Prices keep going up, and with potential revenue sharing in many AD’s futures, more money wouldn’t be a bad thing. It doesn’t matter if your program has 900 student-athletes or 60 — earning more revenue is a goal for every athletics department.
Luckily, game-days are a prime opportunity for programs to boost earnings. While ticket sales remain a cornerstone, there are a variety of strategies that optimize earnings from fan engagement, sponsorships, digital marketing and on-site experiences — all it takes is a bit of creativity and innovation!
1. Optimize Ticket Sales with Data-Driven Pricing
Ticket sales are a vital revenue stream, contributing significantly to league and team earnings. For instance, match-day revenue in football has grown by 11% year-over-year, proving its potential for expansion.
- Use historical ticket sales data to adjust prices dynamically based on demand.
- Offer tiered pricing for premium seats, general admission and group packages.
- Implement early-bird discounts and flash sales to drive pre-game sales.
- Bundle ticket sales with exclusive experiences, such as meet-and-greets or behind-the-scenes stadium tours.
2. Enhance Sponsorship Opportunities
Brand partnerships can be a highly rewarding avenue for game-day revenue. Instead of limiting sponsorships to static signage, leverage digital and interactive placements.
- Sell sponsorship packages that include in-game digital ads, scoreboard promotions and half-time brand activations.
- Introduce branded events, such as a “Fan of the Game” promotion sponsored by a local business.
- Utilize social media and in-stadium screens to feature sponsor messages targeted at engaged fans.
3. Take Advantage of Digital and Contextual Advertising
Digital marketing offers precision targeting, ensuring ads reach the most relevant audience.
- Deploy programmatic advertising with real-time game updates, countdowns and urgency-driven messaging.
- Personalize ads based on fan demographics, preferences and engagement history.
- Utilize contextual advertising, such as featuring a local restaurant’s promotion during a game broadcast.
4. Boost Concession and Merchandise Sales
Game-day experiences are more than watching the game. Concessions and merchandise sales offer a significant revenue stream.
- Offer mobile ordering and express pick-up to reduce wait times and increase transaction volume.
- Create exclusive game-day-only menu items and merchandise to drive urgency.
- Partner with local food vendors for themed nights, such as a “Taco Tuesday Tailgate.”
- Offer bundle deals, such as a meal and team-branded merchandise package.
5. Engage Fans Year-Round to Drive Sales
Keeping fans engaged beyond game-day ensures ongoing revenue generation.
- Host preseason fan events, training camp access and virtual meet-and-greets.
- Run interactive social media campaigns, quizzes and fan polls with rewards tied to ticket purchases.
- Offer exclusive subscription memberships with perks like priority ticket access and discounts on team gear.
6. Increase Revenue with Live Sports Betting and Interactive Experiences
Live sports betting and fantasy leagues are growing engagement tools that can be monetized.
- Partner with licensed competitions with entry feeds and sponsored prizes.
- Host fantasy league competitions with entry fees and sponsored prizes.
- Integrate interactive halftime and in-game experiences where fans can participate in contests and trivia for rewards.
7. Maximize Digital Ticketing and Mobile Apps
Digital ticketing offers convenience while opening opportunities for upselling and sponsorship integration.
- Implement mobile ticketing solutions that enable instant upsells, such as seat upgrades and VIP access.
- Use fan data from digital purchases to offer targeted promotions and post-game incentives.
- Offer digital season passes with customizable add-ons like parking, food vouchers and early access.
Maximizing game-day revenue requires a varied approach. When you think outside of the box and combine data-driven ticket pricing with ideas like sponsorship activations, targeted advertising, enhanced fan experiences and digital engagement, earnings and fan loyalty can significantly increase.
Which game-day strategies have worked for you? Which have you abandoned? Let us know in the comments!
