Ticketing and Sponsorship Sales Midterm

ticketing companies are developing systems to make it increasingly difficult for who?

1. Brokers to purchase large quantities of tickets with bots 2. Access Venues with fraudulent tickets

Which generations will be entering in their prime adulting spending years?

1. Generation X 2. Generation Y (Millennials) 3. Generation Z 4. Generation Alpha

key benefits to digital ticketing

1. Improve efficiency at gate (ex. access) 2. Increased protection against fraud 3. Reduced costs/transfer logistics associated with paper tickets

technological trends that are influencing ticketing operations within sport

1. Online training of ticketing and sponsorship professionals 2. Blended marketplaces and open ticketing platforms 3. Increased implementation of digital (i.e. paperless) tickets 4. Increased security/validity measures for digital tickets 5. Increased ticket consumer tracking

what are the three basic markets from which tickets are purchased by consumers

1. Primary Market 2. Secondary Market 3. Blended Market

possible reasons for broker consolidation

1. control 2. fan experience 3. profitability

given that digital tickets are more connected to the consumer, and allow for more information about the ticket holder, sport organizations can better follow what?

1. ticket exchange patterns on secondary markets 2. overall consumption behavior of ticket consumer (allows for "flash promotions" in venue and other cross promotional initiatives that align with consumer interests) 3. Location (ex: security improvements)

According to the SBJ article, "Ticketing: The Laws of Attraction," the average age of Oakland A's Access subscription buyers are __________ than buyers of traditional season tickets. a. 11 years younger b. 7 years younger c. 9 years younger d. 3 years older

11 years younger

According to "StubHub, Major League Baseball close to another renewal of secondary ticketing partnership" (Fisher, 2017, 30 October), StubHub's partnership with MLB began in ______. a. 2003 b. 2015 c. 2012 d. 2007

2007

According to an SBJ article on MiLB attendance (Broughton & McCormick, 2019, 9 September), the highest total attendance in MiLB history was 43.2 million fans. This attendance record occurred in what year? a. 2018 b. 1998 c. 2008

2008

According to the SBJ article, "NFL may shift Super Bowl tickets from teams to its hospitality firm" (Kaplan, 2016, 23 May), what percentage of Super Bowl tickets are retained by the league? a. 25 percent b. 17.5 percent c. 35 percent d. 5 percent

25 percent

According to the SBJ article, "NFL may shift Super Bowl tickets from teams to its hospitality firm" (Kaplan, 2016, 23 May), the league was intending to request a change in Super Bowl ticket allocations from owners during its spring meetings. The change would—If the Super Bowl were played in a 70,000 person stadium—move ________ tickets from each of the participating teams' allocations to On Location, the league's hospitality firm. a. 12,000 b. 1,500 c. 3,000 d. 6,000

3,000

By 2040, how many generations will be entering their prime adult spending years?

4

While every Major League Soccer (MLS) club has at least one supports group, Atlanta United has ______. a. 2 b. 3 c. 4 d. 5

4

Clear's services at sport venues does not cost anything for fans, and the process only takes about ___ minutes to register. a. 5 b. 10 c. 15 d. 20

5

________ percent of ________ voters are, or lean, Democratic; coming of age as same-sex marriage, marijuana use, and gambling became increasingly accepted

59%, Millennial

According to "AR problem may be solved in "dream it, do it' decade (Prisbell, 13 January)," a long-term vision is that once ___ —with its promised high bandwidth and low latency—is fully implemented, and the creation of non-cumbersome eye-wear is made available, an incredibly immersive fan experience will be possible for fans. a. 3g b. 4g c. 5g d. 6g

5g

According to SSRS/Luker on Trends polling data, among 12- to 34-year-olds, the percentage of avid fans of the NFL, NBA, MLB, NHL, college football, college basketball, and pro soccer all dropped in the past 20 years. For some sports, the drop was as much as ____ percent! a. 3 b. 5 c. 7 d. 9

7

Among 12 to 34 year-olds, the percentage of avid fans of the NFL, NBA, MLB, NHL, college football, college basketball, and pro soccer all dropped in the past 20 years - as mush as ____ percent for some sports

7

some NFL teams (ex. Chiefs) have as many as ______ percent of their fans using mobile/digital ticketing

70%

____ percent of male teens play video games

97%

the U.S. Navu will invest ____ percent of its advertising budget ($33MM) to digital, with most of that money going to _______ and __________

97%, esports & YouTube

In an SBJ article on MiLB attendance (Broughton & McCormick, 2019, 9 September), MiLB president and CEO Pat O'Conner specifically stated that the following played a big role in increasing MiLB fan attendance (please select all that apply): ~ Copa de la Diversion initiatives ~ Pride Nights ~ Facility improvements

All of the above ~ Copa de la Diversion initiatives ~ Pride Nights ~ Facility improvements

According to the SBJ article written by Oakland A's executive Chris Giles, a survey of A's fans provided the team with the following findings (select all that apply): ~ Younger fans are more attracted to, and enjoy more social settings at the ballpark, such as field-view bars ~ An MLB full-season ticket plan includes more games than most fans are able to attend ~ Many younger fans do not prefer the traditional consistent location, seat-centric experience when attending games ~ Traditional season ticket plans are not flexible enough to best serve fan preferences

All of the above ~ Younger fans are more attracted to, and enjoy more social settings at the ballpark, such as field-view bars ~ An MLB full-season ticket plan includes more games than most fans are able to attend ~ Many younger fans do not prefer the traditional consistent location, seat-centric experience when attending games ~ Traditional season ticket plans are not flexible enough to best serve fan preferences

The Kraft Analytics Group (KAGR) has developed an advanced ticketing database that offers the NFL and its teams real-time insights into ticket transactions and usage. According to KAGR CEO Jessica Gelman, NFL teams can access the following visualization tools (select all that apply): ~ a customer insights tool ~ a tool that tracks the intersect of the primary and secondary ticket markets ~ a season-ticket-holder tracker ~ a seating map ~ a comparison tool showing one club's data against other teams (anonymously)

All of the above ~ a customer insights tool ~ a tool that tracks the intersect of the primary and secondary ticket markets ~ a season-ticket-holder tracker ~ a seating map ~ a comparison tool showing one club's data against other teams (anonymously)

More than half of every age in Generation _______ consists of more minority children then _______ children - a first in U.S. History

Alpha, White

In 2016, On Location Experiences acquired ____________________ to both strengthen its travel services and expand into the college space. a. Anthony Travel b. Travel Leaders c. Liberty Travel Vacations d. Tailgate Travel

Anthony Travel

According to a Nielsen report, 70% of Millennials are more likely to buy a company that was perceived to handle a social issue well. This is an example of: a. Cause-driven b. Experiential c. Online

Cause-driven

According to an article in SBJ (Sunnucks, 2018, 8 October), for $179 dollars per year, people can sign up for _________ biometric technology at airports. This technology allows airport patrons to use their fingerprints as boarding passes, and to gain access to airport clubs. The company is also expanding use of its technology at sport venues for gate entrance and concessions purchases.

Clear

Younger fans would rather have a selfie that they can post on their social media than an autograph. Also, 49% of Millennials are influenced by social media to spend more on experiences. This is an example of: a. Cause-driven b. Experiential c. Online

Experiential

True/False: According to "Arrival of Tickemaster's Verified Fan to sports" (2018, 15 January), the system has been a resounding success; keeping ticket prices affordable, and increasing the speed at which fans can purchase their tickets.

False

True/False: According to "'This is what America is': A multiethnic future for sports" (McCormick, 2020, January 13), Major League Soccer prides itself on its cultural awareness, implementing a full schedule of "heritage months"

False (Major League Soccer rejects the notion of heritage months; priding itself on what it calls "cultural fluency." David Bruce, MLS's senior vice president of brand and integrated marketing summarizes the league's rationale for adopting a cultural fluency perspective as follows: "This is what America is. We pitched a position to build our brand so that ti's able to speak to these people [i.e. various cultural groups] all of the time, and not just a certain time of year. They will recognize themselves, connect their values and who they are, and they will see that in who we talk about the league and our clubs.")

According to "AXS blends primary and secondary ticketing (2018, 15 January)," the arrival of AXS's __________ product will allow for ticket purchases in a single purchase flow.

FanSight

According to "How data delivers on game-day experience" (Sunnucks, 2019, 28 January), "Food, beverage, and merchandise sales are on the front lines of the real-time analytics wave. The goals are to be able to swiftly move staff and inventory to busy stands; react faster to customer complaints or broken equipment; reduce wait times; and craft _________ ___________ and special in-game promotions" (2/5).

Flash Sales

Based on the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), if you are a casual fan who is new to the game of soccer and big into the food, drink, and social life of Atlanta, then this supporters group is likely the best fit for you. a. Footie Mob b. Terminus Legion c. The Faction

Footie Mob

According to the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), each Atlanta United game has 3,400 __________ ___________ seats reserved for supporters group members. This ticketing strategy allows friends can sit together, regardless of whether they buy their seats together.

General Admission

_________ ____________, however did play a significant role in the study participants' identification with their favorite teams

Geographic Identity

if someone was raised in Massachusetts, currently lives in Atlanta, but still identifies with being from Massachusetts, they will likely have strong identification with a sports team from Massachusetts

Geographic Identity Example

According to week 2 module readings, __________ sports fans are more likely than other race/ethnic groups (54% to 48%) to support brands that sponsor the leagues or events they follow by purchasing, recommending or trying a product for the first time. a. Caucasian b. Hispanic c. African American d. Asian

Hispanic

According to week 2 module readings, which race/ethnic group is most likely to accurately recall the key sponsors of a high-profile sporting event? a. Hispanics b. Asians c. African Americans d. Caucasians

Hispanics

which sport business has developed online training programs to help train new sport employees, improve existing staff performance, and assist in the recruitment of talent in areas such as ticketing, sponsorship and customer service?

Inspiration Sports Business Institute (ISBI)

the NFL has partnered with the _________ for tools that allow it and its members to view this real-time data in an actionable manner

KAGR (Kraft Analytics Group)

A quarter of __________ speak a foreign language at home (compared to 11 percent for Baby Boomers in 1980)

Millennials

___________ are three times more likely than ___________ to marry across racial lines

Millennials, Boomers

What company did Learfield acquire to use its technology to identify potential ticket buyers through their online ticket habits, their location, or their past purchases? The California-based digital marketing shop works with Facebook and Google, and—while its past clients were more regularly in the theater and performing arts space—there were potential connection points with Learfield's website provider (Sidearm) and ticket software (Paciolan). a. Maya b. Moz c. Mogo Interactive d. Hootsuite

Mogo Interactive

According to the SBJ article, "NFL thinking locally" (Kaplan & Lombardo, 2018, 24 December), the NFL is adjusting the structure of its club business development unit to an account director model that mimics this other league's approach: a. MLB b. NHL c. NBA d. MLS

NBA

the major sport leagues are quickly transitioning fans to digital/paperless tickets, with the _______ being a leader in this move (since they only have eight home games)

NFL

A Pew report from 2018 reported that 95% of teens have a smartphone and that 45% of them claimed to be online almost constantly. This is an example of: a. Cause-driven b. Experiential c. Online

Online

What university's athletic program offers a ticket subscription service called "Squad?" The service costs $19.99/month or $239/year, providing access to tickets to any of the school's athletic events. The service also allows for upgrades that provide fans with unique experiences, such as watching from the field as the team runs out. a. Washington State b. Oregon c. Oregon State d. Washington

Oregon State

____________ _______________ (ex: geographic distance) does not have significant effect on the team identification of nonlocal fans

Physical Distance

Who is the primary ticketing partner of the Dallas Cowboys and Manchester United FC? a. Tickets.com b. StubHub c. SeatGeek d. Ticketmaster

SeatGeek

According to the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), there is a general decline in sports avidity. However, among the youngest fans which two sports are increasing in popularity? ~ NBA Basketball ~ College Football ~ Soccer ~ eSports

Soccer & eSports

o means any person in the business of reselling tickets to events at places of entertainment in this state, and who charges a premium in excess of the face value of the ticket. o ________ ________ does not include an individual who does not regularly engage in the business of reselling tickets, who resells a relatively small number of tickets during any one-year period, and who initially obtained any tickets he or she sold to others for personal use, or the use of immediate family members, friends, or known acquaintance

Ticket Broker

According to "StubHub to join NFL secondary market" (Fisher, 2017, 23 October), the foundation of the open ticketing platform is the responsibility of the following ticketing partner. a. Seatgeek b. Ticketmaster c. Paciolan d. StubHub

Ticketmaster

expect all leagues and teams to move towards an open platform. the NFL has moved to an open ticketing platform with assistance of its primary ticketing partner, ______________

Ticketmaster

True/False: A reason for why Ticketmaster has developed its Verified Fan technology is to thwart the use of automated bots to illegally acquire large quantities of sought-after tickets.

True

True/False: According to "AXS blends primary and secondary ticketing (2018, 15 January)," Ticketmater TM+, StubHub, and AXS provide blended ticketing markets, allowing for consumers to acquire tickets from the primary and secondary markets in a single purchase flow.

True

True/False: According to "Data tells the story" (Spanberg, 2019, 13 May), "Data and analytics executives with a number of teams described a shift toward regular and frequent meetings with department heads to better learn what types of data and analysis can make a difference—and to brainstorm about other ways to look at the number to adapt to business trends" (2/7).

True

True/False: According to findings from a study conducted by Popp, Jensen, McEvoy, and Weiner (2019), for each of the first three years after a ticket sales team is implemented, outbound ticketing efforts can result in increases of more than one million dollars in both ticket revenues and donations for NCAA athletic departments.

True

True/False: According to the SBJ article "Endeavor nearing deal to acquire On Location Experiences for more than $650M," a higher offer to by On Location Experiences was made by Live Nation, but deep relationships between the NFL (a part owner of On Location Experiences) and Endeavor's executives led to it accepting the lower offer.

True

True/False: According to the SBJ article, "Chasing the next generation of fans" (2020, January 13), most Gen Zers would rather take a selfie with a professional athlete and share it on social media than get an autograph.

True

True/False: According to the SBJ article, "Paciolan's approach to mobile ticketing attracts colleges" (Smith, 2019, 30 September), Paciolan is working with some college programs on a contactless ticketing system using near field communication (NFC) technology. The technology, which works like that used for key fobs, eliminates issues that arise with scanning bar codes from sun light, cracked screens, or the absence of wi-fi.

True

True/False: In an SBJ article written by Oakland A's executive, Chris Giles, believes that having flexible ticket memberships provides a meaningful business advantage for clubs because fans are more likely to forge a direct relationship with their teams. His rationale is that a viable membership substitute would not be available in the secondary market, encouraging the direct relationship with teams.

True

True/False: Inspiration Sports Business Institute (ISBI), offers online-based micro-learning classes for sport professionals at various sport organizations can take to improve their skills in areas such as ticket sales, sponsorship sales, customer service, and leadership and fan engagement via social media" (Dhingra, 2019, 4 November, 2/3). These classes are certification programs that can range from five to 12 weeks to complete.

True

True/False: The main findings from the assigned research article on Nonlocal fandom (Reifurth et. al, 2019) were that physical distance (i.e., geographic distance) did not have significant effects on team identification as the researchers had initially hypothesized, but that physical distance (i.e., geographic identity) did play a significant role in the study participants' identification with their favorite teams.

True

True/False: Younger generations have more information available to them - an entertainment alternatives - than older generations when at the same age

True

Nearly half of Generation ____ is a racial or ethnic minority (48 percent)

Z

According to "NFL mobile ticketing a work in progress" (Dhingra & Fischer, 2019, 14 October), "paper and card stock tickets that remain in use, typically for longtime season-ticket holders, have digital ____________"

barcodes

Ticketing companies are moving from being either a primary or secondary ticketing service into ___________ market options

blended

represents a ticket marketplace (ex: an online vender) where tickets can be purchased from a primary AND secondary ticket market in a SINGLE TRANSACTION

blended market

With improvements in phone technologies and the increasing adoption of smart phones, __________ ___________ is becoming more commonplace (and receiving greater focus) from sport organization

digital ticketing

According to "NFL mobile ticketing a work in progress" (Dhingra & Fischer, 2019, 14 October), the full deployment of the Ticketmaster Presence platform in NFL stadiums, as well as the debuet of the Company's SafeTix technology, has "added new, unfamiliar steps to the ticketing process." It requires "creating accounts and ____________________ not previously needed" (1/4). a. allowing for background checks b. providing sensitive personal information c. downloading smart phone apps

downloading smart phone apps

The United States Navy will spend $33 million of its advertising dollars online in 2020. The bulk of that advertising spend will be placed into ________, of which the Navy is a prominent sponsor. a. MLS b. College Football c. eSports d. NFL

eSports

who has strong viewership in the 17 to 28 age demographic?

eSports & YouTube

In the SBJ article, "Fueling interest on their terms" (King, 2020, January 13), Chad Menefee, the executive vice president of strategic intelligence at SSRS/Luker on Trends, claims that people tend to start off the most interested they'll ever be in sports: a. in high school or late middle school b. as they enter college c. in early elementary school d. in middle school or late elementary school

in middle school or late elementary school

what does it mean for data to be actionable?

it means that the information can be viewed in a way that intelligent, data-based decisions can be made

the world is getting smaller and many people are moving from their hometowns to major __________ areas

metropolitan

what does Inspiration Sports Business Institute have in their online training programs?

o applies digital micro-learning approach that feature video classes, quizzes, and drill sessions that often involve role-playing exercises o certification programs rand from 5-12 weeks

general trends in the marketplace

o consolidation of ticket brokers among professional sport teams/leagues o increase in mobile and paperless ticketing o adoption of "open" ticketing platforms among leagues o greater emphasis on the collection of actionable data

younger generations are exhibiting less interest in sports than prior generations. why?

o high school sports participation dropped in 2019 for the first time in 30 years, which follows a pattern of youth sports decline over the course of the past decade o while there is a general decline in sport avidity, soccer and video games/esports are showing increasing popularity

sport affinity

o the fan's relationship to the sport o fewer young people are developing avid fandom than in previous generations

why do we expect all leagues and teams to move towards an open platform

o the leagues and teams have FULL CONTROL of the tickets o FREE ACCESS, which eliminates incremental fees; improving distribution while reducing ticket costs for the consumer o all resold tickets are VERIFIED in an open system

control

o with tickets moving toward mobile and paperless, there is a data trail that can be used in developing future forward strategies. o ensuring that those resellers are partners that share their data with the leagues and teams allows teams to improve

BOTS Act of 2016

outlawed the resale of tickets purchased using bot technology and set a fine of $16,000 for violations of the act (enforced by the Federal Trade Commission)

the NFL is planning to go completely ______ soon

paperless

sport interests

people tend to start off the most interested they'll ever be in sport in middle school or late elementary school and then declines over time

tickets are purchased for the FIRST time at a face value that is established by the event provider

primary market

Ticketmaster began as a __________ ticketing option, it now offers _______ market tickets

primary, secondary

with more data - and actionable data - teams can make better informed decisions that can improve the fan experience, which in turn should improve team __________

profitability

with tickets being purchased through online channels, introduction of open ticketing platforms, and digital ticketing, leagues and teams now can capture most data in _____-_______

real-time

In 2014, the Kansas City Royals _______ its broker relationships from 100 to fewer than 10

reduced

Through its Member Inclusive Menu initiative, the San Francisco 49ers are including free food and beverages to: a. club seat and season ticket holders b. fans under 12 years of age c. club seat members d. season ticket holders

season ticket holders

consists of tickets that were purchased from a primary ticket marketplace and then RE-SOLD (typically for profit)

secondary market

While StubHub and SeatGeek began as _________ ticketing options, it now offers ________ tickets for certain sport properties

secondary, primary

consolidation of ticket brokers

teams are limiting the number of broker relationships, and those partnerships are often with ticket brokerages that are nationalized (ex. StubHub, SeatGeek)

fan experience

with more control of ticket reselling practices through their partners, teams can limit the likelihood that fans buying tickets on the resale market will feel exploited, and they can learn more about each individual fan

In 2015, MLB piloted a subscription-based ticketing program to help a handful of clubs fill their ballparks. The program debuted with the following four teams (please select all that apply): ~ Chicago White Sox ~ Los Angeles Angels ~ Oakland Athletics ~ Atlanta Braves ~ Baltimore Orioles ~ Texas Rangers

~ Chicago White Sox ~ Oakland Athletics ~ Atlanta Braves ~ Texas Rangers

According to the SBJ article, "NFL thinking locally" (Kaplan & Lombardo, 2018, 24 December), the head of the club business development unit, Bobby Gallo, says that the change in his unit to the account director model is because of (select all correct responses he cites in article): ~ Pressures on local business from secondary tickets ~ Difficulty getting fans to games ~ Concerns over gate security ~ Challenges in selling licensed merchandise at the local level

~ Pressures on local business from secondary tickets ~ Difficulty getting fans to games

According to the SBJ article, "Paciolan's approach to mobile ticketing attracts colleges" (Smith, 2019, 30 September), there were three reasons why school officials said that they were willing to try contactless ticketing, which were (please select all correct responses): ~ Reducing up front selling costs ~ Protection against fraud ~ Efficiency at the gate ~ Enhanced ability to identify the people in the seats and market to them

~ Protection against fraud ~ Efficiency at the gate ~ Enhanced ability to identify the people in the seats and market to them