That became valuable prospecting data for NFL clubs – a pool of local fans who explicitly wanted tickets to every game – and a powerful data set for Ticketmaster.
“When we layer our first-party data on NFL fans and ticket buyers, we have a better understanding of who’s interested in going to events in a city, and it’s a way to keep those conversations alive,” Frederick said.
The NFL also opens doors to new commerce opportunities. Ticketmaster announced this week an integration with Fanatics, the exclusive merchandising partner of all major US sports leagues that is jointly owned by the leagues and some team owners, that could help Ticketmaster drive up the value of ticket sales by bundling apparel or stadium merchandise deals.
Ticketmaster already works with enterprise customers on data and marketing collaborations, Frederick said, but those are limited primarily to well-tracked channels and direct-ticket sales.
“This partnership with the NFL involves club development with teams, league marketing, sponsorships and coordinating with other NFL stakeholders,” in a more holistic way than Ticketmaster historically works with partners, she said.
Ticketmaster isn’t alone in this new NFL vendor model. This is the first year the NFL is operating a data co-op for marketing and attribution, with data from Ticketmaster, Fanatics and Adobe Audience Manager DMP, the league’s director of club and international marketing, Aaron Jones, told AdExchanger in May.
Ticketmaster hadn’t previously focused on DOOH and social video since they are less measurable for direct marketing, Frederick said. But returning mobile fan data to the NFL is its own reward.
“We’re looking at ways to up-level the strategy and deliver a season-long campaign,” she said.