Professional sports franchises are increasingly abandoning the traditional season-ticket sales model in favor of retaining single-game inventory to maximize revenue, according to JohnWallStreet. The historical benchmark for NBA ticketing success previously sat at 10K season tickets, but select clubs have lowered that target to 3,500 to align with fans avoiding 41-game or 81-game commitments. Here’s more of what you need to know…

➤ Aggressive clubs now sell an average of 10K single-game tickets per matchup by controlling more inventory, a shift that can increase total regular-season ticketing revenue by 20% to 30%. The New York Knicks demonstrated the financial upside of this approach during last summer's playoffs, routinely generating over $20M in gate receipts per home game.

➤ JWS: “While NBA, NHL and MLB teams will collectively sell fewer season tickets in the years ahead, that doesn’t mean full-season packages are going to disappear entirely. Nor does it necessarily mean every organization will have fewer STHs (season ticket holders) in the future than it does today. Teams currently with low totals are not going to want those figures to drop further. Remember, season ticket holders tend to be an organization’s most loyal and vocal supporters within the community. Full-season equivalents also convolute the math (think: two seats for half the home games). But even those organizations will be more deliberate about where STHs buy within the building. For those wondering, the flexible sales model permeating the three RSN leagues is not expected to carry over to college sports. Collegiate ticketing is closely tied to donation revenue, and many schools’ remote locations make it difficult to consistently attract single-game buyers.” (link)

Ticketmaster will remain the NFL's premier secondary ticketing partner under a new multiyear agreement approved by league owners, according to SBJ's Ben Fischer, who notes the deal includes the introduction of an open distribution model that grants authorized marketplaces full access to all 32 teams' season-ticket holder resale inventory. While Ticketmaster will serve as the sole platinum-level partner and power the league's ticket exchange, SeatGeek has reportedly agreed in principle to join at a gold tier after bidding for the top position. The updated framework, which replaces an expiring four-year pact and will include existing licensed channels like Sports Illustrated Tickets and Tixr, allows secondary sellers to access inventory across the entire league rather than being restricted to the 26 teams currently partnered with Ticketmaster or the six aligned with SeatGeek. (link)

Greenfly Director of Strategy and Research Neil Horowitz highlighted the expansive mixed-use entertainment district anchored by the NPB's Yomiuri Giants at Tokyo Dome City. The development features an amusement park, an indoor petting zoo, a mall, a dedicated food court, and the Japan Baseball Hall of Fame and Museum. Horowitz noted the district maximizes non-attendee engagement through outdoor merchandise pop-ups—including a Jordan Brand collection—and capsule toy vending machines, while seamlessly connecting with the stadium experience via app-based local business discounts and a re-entry policy valid through the seventh inning. Horowitz on the synergy between the ballpark and the surrounding real estate: "Every game day is an event for attendees and non-attendees alike. Whether you’re going for all of the above amenities or just going outside the stadium, where there’s music or several large outdoor merch pop-ups, it’s a destination, even if you don’t go in the game." (link)

SBJ’s Mike Mazzeo points out the Johnsonville Sausage Race will make its live World Series debut at American Family Field as the Milwaukee Brewers host the Fall Classic. The in-game promotion serves as a premier marketing vehicle for Johnsonville, which assumed the sponsorship from Klement's in 2018 on a multi-year deal that runs past 2026. The corporate partnership expanded in December 2023 when Johnsonville owners Ralph Stayer and Shelly Stayer purchased a minority stake in the Brewers. In addition to the race, the agreement includes naming rights to the 600-capacity Party Deck and outfield wall signage, complementing the brand's local sponsorships with the Packers and Bucks. Johnsonville President of U.S. Business Ryan Pociask: “It’s hard to draw a direct line from how do the racing sausages help sell more packages of sausage. But I think the reality is they’re a really iconic moment waiting to happen. And in a marketing world where it’s harder and harder to reach customers at times and break through, the racing sausages tend to do that at least two or three times a season organically, which we think is a great way to bring the brand to life for consumers.” (link)

Meanwhile, the Brewers have expressed regret for their handling of the Timeless Ticket redemptions. President of Business Operations Rick Schlesinger in a message to fans: "Several hundred fans indicated an intention to redeem their Timeless Ticket for a World Series game. We subsequently erred in our internal communications on the logistics of fulfilling the requests. While we were able to accommodate all with seats, we received feedback from some that they were unhappy with their seat locations. Clearly, even with extraordinary limitations on available seats, we did not live up to the spirit of the program and we have been working through a resolution. We are happy to say that all of these fans who applied prior to the deadline will be contacted with a positive update: they can retain their World Series ticket for this year, plus retain their Timeless Ticket for redemption for another game in any future season. We regret our mistake and look forward to welcoming them to America Family Field for their World Series experience.” (link)

The Miami Dolphins are raising season ticket prices across the board for the 2027 season, with most seats seeing a 3% hike despite an 0-5 start to the current campaign. The franchise attributes the increase to the addition of a ninth regular-season home game at Hard Rock Stadium, adjusting packages that previously covered eight regular-season contests. The pricing bump coincides with declining attendance, as the team is averaging just 58,719 fans through two home games—ranking 31st in the NFL—down from an average of 65,687 for home games in 2025. (link)

Virginia Tech is the latest to introduce a “Hokie Hour” along with enhanced entry operations at Lane Stadium for the remainder of the 2026 football season to reduce gate congestion and improve the fan experience. As part of the adjustments, gates will open 2.5 hours prior to kickoff, with Hokie Hour offering 50% off non-alcoholic concessions and discounted beer and transfusions during the first hour. Va Tech AD Brian White: "Our fans are the heartbeat of Lane Stadium, and we want every part of their Virginia Tech Gameday Experience to reflect that. We're listening to their feedback and continuing to make meaningful adjustments throughout the season to improve the experience from the moment they arrive." (link)

Coastal Carolina and Coastal Sports Cards will host the Coastal Card Fest next April. The three-day event will feature more than 300 vendor tables, sports cards, Pokémon, comics and live entertainment, along with special guests to be announced at a later date. (link)

Ad Age’s Jon Springer examines what went wrong with the NHL’s now-abandoned romance-themed "Hot for Hockey" audio campaign, which was meant to capitalize on the popularity of hockey romance novels. Springer notes that while the attempt missed the mark and exposed the challenges of acquiring new demographics under new CMO Sean Eggert, other sports properties have successfully engaged the romance genre without alienating their base, including the Kansas City Chiefs partnering with Hallmark for Holiday Touchdown: A Chiefs Love Story starring Richard Christy and the Chicago Cubs releasing a 17-episode TikTok microdrama titled Nine Innings to Love. Cubs EVP of Marketing and Communications Jen Martindale explained the baseball franchise deliberately restricted its romance content to specific social platforms to protect the broader fan experience: “We would never put ‘Nine Innings to Love’ on our Twitter feed or Facebook or Instagram because that’s not the type of content that our core fans are looking for.” Meanwhile, UMass professor Katie Sveinson notes that targeting women through a presumed interest in romance “really feels dismissive,” particularly because women already face questions about whether their fandom is legitimate. (link)

AB InBev has narrowed its primary marketing investments from 500 brands down to 50 in recent years, shifting resources toward megabrands that now account for 60% of total volume and receive over 60% of the company's funding, according to Marketing Dive's Chris Kelly. Global CMO Marcel Marcondes outlined the company's refined business model at the ANA Masters of Marketing conference, noting the approach helped drive an 11% revenue increase in the second quarter of 2026. The beverage corporation also cut total SKUs by 25% while funding experiential activations around mega platforms—including properties like the FIFA World Cup and Wimbledon—that generate twice the return on investment of traditional media. Marcondes: "We don’t track impressions because we can buy impressions. We track share of engagement. We are obsessed about always making sure our brands are the number-one brand connected to the platforms and the passion points that we decide to be part of, and that’s what we’ve been building. That’s what we track every day in our work." (link)

A recent Paramount advertising report highlighted by Workweek's Nik Sharma reveals that connected television campaigns create a measurable "halo effect" across digital marketing channels, lifting performance on lower-funnel platforms. Among surveyed advertisers reporting cross-channel benefits from CTV, 55% experienced improved returns on Meta and Google search campaigns without altering existing creative or budgets. The data indicates that top-of-funnel television exposure increases brand recall, which ultimately drives subsequent organic searches, direct website traffic, and retail conversions when consumers are ready to purchase. Sharma: "If you’re only measuring where people bought without thinking about the entire customer journey and what made them want to buy in the first place or what made them remember your brand in order to search for you on Google or Amazon or recognize your logo in store, you’re making budget decisions with a large part of the customer journey/story being ignored." (link)

Marketing Brew’s Katie Hicks explores how brands are incorporating analog photography into marketing campaigns to capture authentic content and encourage offline consumer experiences, noting that Ithaca Hummus distributed disposable cameras to roughly 100 creators this fall to generate unedited holiday social media assets. Additionally, Grillo's Pickles partnered with Camp Snap and Polaroid to release co-branded merchandise, including a screen-less digital camera that sold out during SXSW. Pinterest adopted a similar offline approach during a Coachella activation by having attendees lock away their smartphones in favor of creating physical lenticular photos to mail home. Pinterest Global Head of Consumer Marketing Sara Pollack: “It’s really just about changing the mindset from ‘Let me use this moment to capture social content’ versus ‘Let me use this moment to experience life, connection, creativity.’ And I can create a memento to remember that by when I’m done.” (link)

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(Posted from most recent over the last 15 days)

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Director, Communications (West Coast Conference / San Bruno, CA): The position leads media relations, executes communications strategies, generates exposure for the Conference and its membership, and manages written and editorial content across Conference platforms More details HERE.

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