Every ticket is an opportunity to create more value. The Miami HEAT is doing exactly that with upsells, add ons and event extras, giving fans more ways to enhance their game day experience while creating new revenue opportunities.
By offering add-on products and experiences as “event extras” during the ticket buying journey, the Miami HEAT is making it easier for fans to personalize their experience while creating additional value from every ticket sold. From premium parking and hospitality to Fast Lane entry and other game day enhancements, adding event extras within TM1 can help connect fans with the experiences they want before they even arrive at the venue.
As teams continue looking for new ways to improve the fan experience and diversify revenue streams, the Miami HEAT is demonstrating how they can deliver on both.
Creating More Value Before Fans Arrive
Event extras allow clients to offer additional products and experiences alongside ticket purchases, from parking and Fast Lane access to premium clubs and hospitality experiences. Fans can build the event experience that’s right for them, while clients create additional value throughout the purchase journey.
The Miami HEAT expanded the game day experience with its “Gameday Upgrades” program, a growing suite of extras that gives fans more ways to personalize their visit. Fans can enhance their experience with Bacardi Ocho Lounge and Courtside Club passes, watch warmups up close with a Pregame Pass, access meet & greets, or extend the excitement after the final buzzer by sinking a shot on Pat Riley Court with Postgame Free Throws. Merchandise provided another way for fans to commemorate their experience, helping the HEAT create more memorable touchpoints while diversifying revenue opportunities beyond the ticket.
Giving Fans What They Want
The Miami HEAT’s strategy aligns with what fans value most. Ticketmaster research found that parking is the most appealing event extra, with 58% of fans saying they like the idea of purchasing regular parking before an event. Food and drink packages (56%), priority parking (51%) and Fast Lane access (49%) also ranked among the most popular add-ons, showing that convenience-driven experiences resonate most with fans.
58%
of fans would purchase parking before an event
56%
of fans would purchase food & drink packages
49%
of fans would purchase priority access
Our goal is always to create the best possible experience for our fans, and our ‘Gameday Upgrades’ program – powered by TM1 – gives us another way to do that. By offering convenient extras throughout the purchase journey, we’re making game day more seamless while creating real value for both our fans and our business.”
Matthew Jafarian
Executive Vice President of Business Strategy, Miami HEAT
Small Additions, Big Results
Every ticket represents an opportunity to deliver more value.
Whether it’s premium parking, club access or another game day enhancement, these options allow clients to extend the fan experience beyond the seat while increasing average order value.
For years, these were experiences reserved for season ticket members and our largest groups. ‘Gameday Upgrades’ opened them up to every fan in the building – and because they’re built on experiences we already deliver, that new revenue stream goes straight to the bottom line. It’s been a win-win for our fans and our business.”
Matthew Jafarian
Executive Vice President of Business Strategy, Miami HEAT
Key Results From Event Extras in the Miami HEAT 2025–26 Season
- 12,000+ sold, 9x the volume from two seasons prior
- 8x growth in additional revenue over two seasons
- $625K in revenue during the 2025–26 season
- Pregame Pass drove ~35% of total revenue, making it the season’s top-selling offer
9X
growth in volume over two seasons
$625K
Increase in revenue in 2025-2026
8x
growth in revenue over two seasons
A Better Fan Experience Starts Before Game Time
Fans increasingly expect more than a ticket. They want convenience, flexibility and the ability to personalize their experience.
The Miami HEAT are showing how event extras in TM1 can deliver on those expectations while creating measurable business value. From simple conveniences to premium experiences, every additional offer is another opportunity to improve game day for fans and maximize the value of every ticket sold.
