Technology / 09.12.19

As College Football Attendance Slumps, New Ways to Ticket May Hold an Answer

Access Staff

TechCrunch (09/08/19) Lawrence, Jesse

Attendance at college football games is dropping, and one possible culprit may be a lack of technological modernization. That appears to be changing this season, with most of the top 25 teams migrating from third-party ticket distribution via the secondary market and inside season-ticket sales. Taking up the slack are products that utilize brand-centric, direct-to-consumer marketing strategies. To raise sales even higher, colleges will need to phase out one-size-fits-all branding, and hyper-target consumers with new and more personalized offerings — while reducing ticket costs. Group ticketing has evolved into a key driver of direct-to-fan marketing for college sports, and the IMG Learfield (IMGL) ticket sales platform has partnered with ticket startup Fevo, offering technology to help sellers manage and tailor offers to any affinity group. IMGL has launched with Fevo multiple group products with themes like education day, tickets for veterans, youth sports and cheer and dance-all cohorts that can be targeted directly. Also seen as critical for reversing declines in attendance is for teams to rethink sales, ensuring that tickets are available to sell.

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Tags: News , Mobile