How the Kansas City Chiefs Sustain Success With Ticketmaster

From the gridiron to the box office, the Kansas City Chiefs excel not just as a team but as an organization dedicated to growth and innovation. While their on-field success has captured headlines in recent years, their strategic efforts off the field to attract new season ticket holders and foster deep loyalty amongst their fanbase are equally impressive.

As a trusted partner, the Chiefs maximize the potential of Ticketmaster’s industry-leading tools, collaborating closely with Ticketmaster’s Client Marketing team to reach fans effectively.

Future-Focused Perspective

In professional sports, ticket demand fluctuates from season to season. To maintain a strong presence in their market, especially during the offseason, teams and organizations need to consistently build excitement for their fanbase and communicate the latest ticket offers.

The Chiefs have long embraced this proactive approach, no matter how successful the product on the field is. By collaborating closely with Ticketmaster, they leverage cutting-edge marketing capabilities to stay ahead. Their strategy centers on crafting and executing season-long campaigns that not only promote season ticket memberships but also build robust lists of leads, positioning the organization for sustained success year after year.

Ticketmaster provides us with the most powerful tools to connect with our fans. Year after year, we trust that when we invest in marketing for our season ticket memberships, the Ticketmaster team positions us for the best chance to succeed.”

claire early

Director of Performance Marketing, Kansas City Chiefs

Collaboration With Ticketmaster Client Marketing

Following the conclusion of the NFL season, the Kansas City Chiefs engage with Ticketmaster’s Client Marketing team to outline key priorities and develop strategies for the upcoming season. These collaborative discussions continue throughout the offseason, ensuring that both teams remain aligned on progress and objectives.

The Chiefs are a pleasure to work with. Each offseason, the Chiefs Marketing team clearly communicates their objectives with the Ticketmaster team. They are very collaborative as the season progresses and trust us to help them drive results.”

Kendall Shinmoto

Senior Manager, Client Marketing, Ticketmaster

The Chiefs fully utilize several key services provided by Ticketmaster throughout the year. Most notably, during the offseason, the Chiefs leverage paid social ads to effectively promote season ticket memberships.

A key aspect of the offseason campaigns is determining the target audiences for this messaging. The Chiefs utilize various audiences available through Ticketmaster, such as cart abandoners, past purchasers, affinity audiences and lead-gen lookalikes. A significant portion of the leads for season ticket memberships are generated from audiences who were retargeted, have purchased a Kansas City Chiefs ticket in the past or have favorited the Chiefs event details page on Ticketmaster.com.

The offseason campaigns to promote season tickets typically kick off in March and run through August leading up to the preseason.

As the Chiefs prepare for the 2024-25 NFL season, their marketing efforts are already making a significant impact. This offseason, the organization exceeded the total number of leads generated during the previous offseason.

A Well-Rounded Marketing Approach

When the Chiefs take the field at the beginning of each preseason, the organization shifts their focus to promoting single-game tickets, encouraging fans to attend games and experience the unique atmosphere at GEHA Field at Arrowhead Stadium.

Last season, the Chiefs saw significant success in their strategy with single-game ticket promotion and are prepared to continue to invest in their efforts during the 2024 NFL Regular season.

For teams and organizations, the ability to connect with fans and drive revenue is more valuable than ever. Building on years of successful campaigns, the Chiefs remain committed to investing in Ticketmaster’s marketing capabilities, confident that they will continue to drive impressive results for the business.

Elevate Your Event Marketing With Ticketmaster

At Ticketmaster, our primary goal is to ensure success for our clients. We are committed to providing our clients with the tools and resources to engage audiences effectively. Our representatives work closely with you to develop strategies, take action and achieve your business objectives.

If you’re an existing client and want to explore Ticketmaster’s marketing capabilities, please get in touch with your Ticketmaster representative.

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