Marketing / 01.16.20
Tampa Super Bowl Could Mark End of Paper Tickets for Big Game, Start of NFL Collecting Data on Every Attending Fan
Yahoo! Sports (01/10/20) Robinson, Charles
National Football League (NFL) and industry sources verified a recent report from The Athletic that the NFL plans to double last season's mobile-enabled Super Bowl ticket purchases to about 10,000 mobile entries this year, to gauge the practicality and potential drawbacks of making next year's Tampa Super Bowl almost totally paperless. The league also is reportedly considering the issuance of a commemorative ticket in place of the popular stubs that often inundate the memorabilia market in years following memorable games. The financial benefits of this strategy include eliminating fraudulent duplication of paper tickets ahead of potential austerity through the removal of physical stubs by franchises, diverting fans onto more mobile NFL platforms, and further monetizing the league's tightening control over who can sell its products. Particularly profitable would be collecting the personal data of fans attending games, which could aggressively refine NFL marketing as well as further squeeze out the secondary ticketing market. Industry sources also said the NFL is exploring how different forms of intuitive technology could further aid monetization — such as proprietary ticket-selling algorithms that consider thousands of data points in real time to maximize both price and sales online.
Read the full story from Yahoo! Sports.
Tags: Sports , News , Digital Marketing , NFL