The Increasing Importance of B.I. in Sports and Entertainment

February 15, 2019

Sponsorship reporting is nothing new. It has been around since the dawn of sponsorship itself, however, as we know (and have spoken about in this blog before), it has become a lot more purposeful and analytical.

Companies such as Nielsen Sports (formerly Repucom), have, for the past decade or more, been providing data for the reporting of sponsorship wins and losses from a media equivalency/asset value perspective. So successful has this been that it is now seen as somewhat of a currency within the sponsorship industry and a staple expenditure item for anyone reporting their reviews.

The success of this data collection and reporting has, particularly over the past few years, led to both ends of the sponsorship process (sales and reporting), to move towards a far more analytical approach. We now see the best organisations in the world with specialised B.I. staff and, in some cases, business units which feed not just the revenue generating areas of the business but across all areas of the business. 

Where did this emergence come from?

The emergence of technology (such as those we deliver at KORE Software to more than 550 organisations) has led to much more accessible data and the development of systems to analyse those data sources, make sense of them, and present them in a sensical way via graphic representation. This is allowing organisations to avail this information to staff, no matter their position on the organisation chart, to help them do their jobs in a faster, smarter, and more engaging way.

The use of B.I. within a business is not a new concept. It has been used in businesses of all types for many years to aid in decision-making, however, until recently, it has been a very manual process due to the analytical nature of it. 

Within the sports and entertainment industry, I credit businesses such as Repucom for showing the value of data analytics and for aiding in the presentation of information to provide confidence in the decision-making process. The existence of such organisations, along with the availability of technology, has made this information, and theory of data to present information, much more available to the time-poor and comparatively resource-light industry that is sports and entertainment. 

By far and away though, the growing voice of the sponsoring brands, and the treatment of sports and entertainment as genuine businesses, is the key reason behind data analytics and B.I. as potentially the most important aspect of the industry now and into the future. 

Why is it so important?

B.I. is vital to any successful organisation. Even if the organisation doesn’t realise it, every business is undertaking B.I. for internal reporting and decision making so they can report to ownership groups, the board, and pitch to potential sponsors or investors; everything has some sort of data backing. 

Data is literally the only quantitative resource we can use to represent the truth in any conversation. Being able to access, analyse, and report upon these ‘truths’ is the only sure-fire way we can confidently stand by the claims we are making. 

In all areas of the sports and entertainment industry, B.I. specialists are now being deployed to help across performance, finance, ticketing, fan engagement, sponsorship, HR, PR, and for executive & board reporting. Their job is to help provide a true picture, understanding, and to allow for the accurate contrast and comparison of information that is otherwise developed by opinion, gut-feel, or history. 

What does the future hold?

In my opinion, B.I. is the single most important addition to any business within the sector. Those who are good at it provide ROI almost from the first report they provide. Those companies who are providing systems to B.I. specialists, so they can automate the data representations, are enhancing, speeding up, and aiding the manipulation of the data to get real ‘deep & dirty’ which allows them to predict the future path of any business. 

Whilst businesses such as Repucom paved the way, it is a combination of the evolution of technology, technology companies, and the employment of those who can understand the information, which will take sports and entertainment businesses into the next stage of success both inside and outside of the competitive arena.

Written by: Mark Thompson

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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The Trend Towards Mobile-Only Ticketing

February 11, 2019

Today’s post originally ran in today’s JohnWallStreet newsletter which covers the intersection of sports and finance. It was based on an interview with Russell Scibetti, President of KORE Planning & Insights. You can sign up for their newsletter at JohnWallStreet.com/sign-up. 

Desire to Pursue “Contextual Commerce” Driving Mobile-Only Ticketing Trend

The Chicago Bears and Detroit Tigers are the latest pro sports franchises to announce they’ll be eliminating the use of printed tickets in favor of mobile-only ticketing systems – a trend picking up steam as organizations look to reduce fraud and improve the fan experience. The Miami Heat became the first club to implement mobile-only entry during the 2017-2018 season, but over 30 NBA and NHL franchises have adopted the technology since and +/- 50% of MLB clubs “will begin transitioning to mobile-only ticketing during the 2019 season.” The Tampa Bay Rays have decided to take mobile a step further. Not only will Rays fans buy, sell and transfer tickets on their phones, but they’ll be paying for all of their in-stadium purchases with them (or a credit card); Tropicana Field will become the U.S.’ 1st cash-free pro sports venue.

Howie Long-Short: Teams embracing mobile ticketing are working to eliminate fraud on the secondary market (static barcodes on print-at-home .pdfs are the leading source of ticketing fraud) and have interest in optimizing game-day for fans, but that’s only 2/3 of the story. Pro sports organizations are also interested in gathering insights on the seat holder – as opposed to just the ticket buyer – so that they can pursue a marketing strategy dubbed “contextual commerce”; the cross-selling of products/services (think: parking, personalized offerings) based on a specific consumer’s habits and/or preferences. Some have speculated that teams are moving in a mobile direction to save money on the printing of physical tickets, but those costs are so insignificant to a club’s bottom line that it really has no impact on the decision.

Russell Scibetti, President of KORE Planning and Insights, has spent the last 12+ years working on the data-side of the business. He’s held roles with the Philadelphia Flyers and New York Jets, and in his current role with KORE he works with more than 100 professional teams. I had the chance to sit down with Russell to discuss the transition to a fully digital ticketing ecosystem and Tampa’s decision to go cash-free.

If printed barcodes have been so easy to rip off, then why didn’t leagues/teams go back to issuing physical hard-to-replicate ducets over the last 10 years (prior to mobile-only entry technology becoming available)?

Fans needed to be able to sell or transfer their tickets easily for a true secondary marketplace to exist. Physical tickets handcuff the consumer in terms of their ability to easily resell or transfer tickets to people they don’t know.

If the whole ecosystem is digital, what happens to the scalper who sells extras outside the stadium (the original secondary market)?

If you look at the secondary market, tickets sold outside the stadium comprise such a tiny percentage of the overall sales picture – essentially, the business has already gone digital. Sure, in theory there will be a small number of fans who are accustomed to buying seats that way, that won’t be able to any longer, but scalping tickets outside the venue was one of the biggest links to fraud; mobile ticketing creates a safer transactional marketplace for the retail buyer.

Mobile is certainly safer, but anytime you’re dealing with technology there is the possibility of difficulties. What if the ticket holder’s phone dies? What if the stadium’s ticketing system goes down? Doesn’t mobile-only entry make it less convenient for the fan?

There’s a little onus on the customers to have charge on their phone, but there’s still going to be will-call and there’s always going to be staffed ticket windows [in the event a fan can’t access a mobile ticket]. As for stadium technology, there’s so much redundancy in the infrastructure now that teams are prepared in the event conductivity goes down.

Ticketmaster data indicates that fans have been quick to embrace mobile entry technology (where their Presence system is available). The company reported that 75% of fans used mobile entry to get into the ‘18 College Football Playoffs and 85% used it to enter the 2018 NHL all-star game.

Fan Marino: The Rays decision to go cash-free is being sold as a way to “increase the speed of service and to reduce lines throughout the ballpark”, but there was also a financial incentive for them to make the move. Russell explained, “anytime you have a large-scale cash operation, there’s always the assumption that the cash received will not match the cost of goods sold. It makes sense for them to pay a small credit card fee to ensure the accuracy of funds coming in during all 81 home games – a fee more than offset by the revenue gained, that otherwise would have been lost to the improper handling of change or theft.”

How is the decision to go cash-free going to be received by Rays fans?

Any team going to make that kind of drastic move is going to do their due diligence on fan demographics. The Rays likely did some analysis on their transaction records at the point of sale and realized that credit cards are the preferred method now, anyways. If that’s the case, then what they’re really doing is just staying in line with changing consumer behaviors. There’s always going to be that small percentage of fans that don’t want to change with the times.

Fans that don’t have credit cards are going to be directed to convert cash to gift cards in $10 or $20 multiples. The team is not refunding fans for unspent “credits”. On the surface that appears to be another way for the team to milk more money from fans, but Russell insists that’s not driving the decision; “breakage is not a sustainable way of generating profits.”

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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7 Tips for a Successful BI Department

January 17, 2019

There are few departments who deal with more rapid change and development than Business Intelligence. Technology doubles in capabilities approximately every two years. Team performance varies from season to season, which effects your strategy. And organizational economics can differ from month to month, let alone season by season.

That’s why it’s important that every sports property conducts a comprehensive business intelligence and analytics assessment on a regular basis. 

To help provide some guidance around the idea of a BI assessment, Sohil Gala and the rest of the KORE Planning & Insights (KPI) team put together a helpful whitepaper. It highlights key elements of the 7-step methodology we use at KPI to help our customers assess their business intelligence and CRM strategies. It covers everything from your organizational structure and technology stack to your analysis capabilities and view of the fan.

To download your copy of the whitepaper, click here! 

If you are interested in having KPI assist with your assessment and planning efforts, contact us at info@korekpi.com to discuss how we can put together a complete BI scorecard report for your organization.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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5 Trends in Sponsorship That We’re Not Talking About

January 15, 2019

Over the next few months, we’re going to begin seeing a range of Trends in Sponsorship reports bouncing around. For the most part, these are great if we pay attention to what is being said and implement changes relevant to ourselves. We also know, however, that plenty of us just read the report and then either delete it or save it in a ‘Research’ folder somewhere.

Sometimes, the trends are things that we just don’t see coming, some are applicable to our business, and others couldn’t be any less relevant to us or further in the future to warrant any attention. We can also usually predict what some of these reports are going to say because, as an industry, we’re already talking about them. What they don’t do is explore what we can’t see or what is beneath those trends, what’s driving these trends, and how things are going to impact us on a day-to-day level as well as from a strategic perspective. 

Here’s my take on some of the trends that we’re not talking about enough at the moment.

1. Team structures are changing

The best rights holders split their sponsorship teams into selling AND servicing. Success on this side of a deal is now a much more complex beast than it ever was. As such, hitting sales targets is not enough if we’re not consistently fulfilling and delivering the deals at a high standard.

This trend is all about a seamless transition from pre-sale conversations to complete fulfillment and the best rights holders have split their teams into two in order to accommodate this.

Ask anyone who has sat on both sides and they’ll tell you it’s too hard to juggle both roles. 

Arsenal, Sydney Swans, and Live Nation are examples of sponsorship teams who are absolutely nailing this across various industries. They have split their teams to maximise the skillsets of both sides. Selling sponsorship relies on imagination, negotiation, and persistence. 

Servicing, however, requires attention to detail, flexibility, and a little bit of personality (no one likes a boring WIP meeting!). 

When splitting the teams, we can fully dedicate time to sourcing and securing new opportunities whilst also maximising and fulfilling existing deals. There might even be time to scale the deal if things have gone according to plan.

2. Sponsorship strategies are getting bigger

Sponsorship deals need more than just one strategy and a handful of overarching objectives. We’ve seen this concept rear its head consistently but it’s not prevalent enough even though it speaks to both rights holders and brands. 

With sponsorship deals becoming more complex, there is an increasing need to develop sub-strategies and objectives for each category within a sponsorship deal e.g. activations, experiential, digital etc. We can’t expect to still just bundle together different benefits and accept that it will help achieve some cliché overarching objectives. 

Most of the time a sponsorship deal, for any brand, will form part of an existing marketing plan and is used to further leverage it’s reach, engagement, and exposure. So, keep in mind that the use of traditional assets, like ticketing or hospitality, can’t help a brand achieve the same thing a digital campaign or something experiential can.

3. Ownership of measurement is changing

Put simply, brands need to take some ownership of sponsorship measurement. 

With most sponsorship deals, the rights holder owns the measurement. It’s usually a budgeted expense whereby a third party conducts an audit of the portfolio and provides insights accordingly. The fact that brands, traditionally, have no input into this process is mind-boggling simply because a rights holder can make a report say whatever they want it to. If the brand isn’t measuring as well, then they will likely just accept the report as gospel. The less involvement a brand has in the data that it uses to measure success, the higher the risk. 

In an ideal world, brands can pay for their own research to cross-reference what has been presented by the rights holder. That can, however, get expensive at the best of times. A much easier and cost-effective method is splitting the costs as part of the sponsorship deal. That way, neither party stands to gain more depending on what the data suggests.

There are some very smart minds driving this trend from the agency space which means the bigger brands are already thinking about this; if not doing it already.

4. The structure and need for sponsorship proposals are changing

As an industry, we send far too many proposals. Can you believe brands are still receiving printed proposals in the mail? Some don’t even have the right name or company on them! 

This one is for rights holders. Stop wasting time and resources creating a proposal template that will go out to thousands of prospects. They’ve seen it all before and chances are you’re not the only one who has sent them a proposal. Not to mention that most will follow a similar pattern in promoting the rights holder the whole time as opposed to focusing on what the brand wants to achieve and how they can help. 

Hit the rewind button and do an audit of your audience; who are your members, customers, or those who simply buy things you sell? Look at their purchasing habits, behaviours, and also the categories you currently sell in. Once you’ve found some audiences you haven’t connected with, THEN reach out to brands who act in this space and ask for ADVICE. Get specific on who you want to reach and why. 

If the conversations are constructive enough then you won’t need to create or send a proposal to get in the door. You might get asked for something formal once you start fleshing out ideas, however, this is something that should be created via a brief from the brand and not just a stack of info slides.

5. The source of sponsorship revenue is changing

Traditional benefits are starting to leave big holes in budgets. This trend speaks to directly to sponsorship sales vs sponsorship marketing.

Do a quick audit of all sponsorship deals that you’ve signed in the past three years. Chances are that the revenue attributed to standard, traditional benefits like ticketing, hospitality, and EDM advertising isn’t as high as it once was. Quick tip – the solution is not to try and sell more.

Brands are just not as interested in these benefits like they used to be. Brands spend a lot of time and resources staying up-to-date with their customers or members needs and wants and to do this they also have to adapt how they connect, engage, and/or sell their products. If they’re doing it right, the benefits they receive through sponsorship will fall into their engagement strategies. 

Before the next budgeting cycle starts, and if you’re not doing this already, break down your budget by benefit category. Look at your hard costs to deliver each type, the value you sell them at, and even your margins. Highlight the top 10 benefit types that have performed consistently over a three-year period and then the bottom five that have either plateaued or declined over the same time. Straight away, you will gain insight as to where the bulk of revenue comes from and what needs improving or replacing. 

If you need to replace benefits, be sure to consult your sponsors about the engagement strategies. This might give you some ideas on what you can create.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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49ers President and Elevate Sports Ventures CEO Al Guido Added To KORE’s Board of Directors

December 18, 2018

KORE Software, the leading provider of business management software for the sports and entertainment industries, has appointed Al Guido, President of the NFL’s San Francisco 49ers and CEO of Elevate Sports Ventures, a best-in-class sports and entertainment consulting firm, to its Board of Directors. 

The 20-year NFL, NHL and NBA veteran’s reputation as an innovator and record-breaking sales expertise has earned him both international and industry recognition; Including numerous awards from industry leading magazines, trade groups, and organizations.

 “Al’s reputation as one of the foremost leaders in sports today makes him a perfect addition to our team,” said Matt Sebal, KORE Software’s Chairman of the Board. . “For KORE, ensuring our leadership understands the challenges and opportunities that impact our growing client base is essential to ensuring we continue to be the global leaders in our field. In Al, we have as seasoned senior leader at the top of his game whose experience and dedication to sports, entertainment and brands mirrors our approach exactly.”

“At the 49ers, we are fortunate to have the opportunity to form dynamic partnerships with forward-thinking organizations in and around the sports and entertainment ecosystem. The innovative initiatives we have successfully pursued through the 49ers relationship with KORE, and the proximity with which my team and I have worked alongside KORE’s progressive executives, solidified my belief that this organization has the ability to see around corners for new opportunities within the industry,” said Al Guido, President of the San Francisco 49ers and CEO of Elevate Sports Ventures. “I am humbled by the opportunity to sit alongside the extraordinary minds on KORE’s Board of Directors that are leading the industry today and shaping the world of tomorrow.”

For the past four seasons, the 49ers have worked with KORE and leveraged their platform and solutions to drive forward three critical areas of the 49ers business: service, sales, and corporate partnerships. With KORE’s approach to Client Relationship Management (CRM), the 49ers business operations now feature efficient workflows that enable new levels of data analysis and business optimization. The culture has become more data driven, and continues to push innovation.

In recognition of Guido’s contribution as a leader in sports and entertainment, he was recently awarded with a place in Leaders in Sport’s renowned, global, “Leaders Under 40” class of 2018, as well as SportsBusiness Journal’s list of “Power Players: Ticketing” in 2018Previously in 2016, Guido was named in the “Forty Under 40” list by both the Sports Business Journal and the San Francisco Business Times for demonstrating industry excellence and innovation.

As President of the San Francisco 49ers, Guido currently oversees all business operations for the five-time Super Bowl-winning franchise. Guido played a critical role in the planning, development and now management of Levi’s Stadium, which holds the distinction of hosting more concerts, sports and special events than any other NFL venue. Under his leadership, Levi’s Stadium has become one of the most decorated venues in professional sports and entertainment today, garnering Sports Business Journal’s “Sports Facility of the Year” award and Stadium Business’ “Venue of the Year” award in 2015; and receiving industry acclaim for its forward-thinking technology and sustainability-based initiatives, earning 2017’s “Environmental Stadium of the Year” and 2016’s “Environmental Innovators of the Year” awards by Stadium Business and the Green Sports Alliance respectively. 

Under Guido’s guidance, and inspired by San Francisco 49ers CEO Jed York and the York family’s philanthropic mindset and entrepreneurial spirit, the 49ers STEM Education Program, business-accelerator and youth sports initiatives have earned the franchise notable industry honors, including ESPN’s 2017 “Sports Humanitarian Team of the Year” award.

In addition to his senior leadership role with the 49ers, Guido is concurrently CEO of Elevate Sports Ventures. The sports and entertainment consulting firm provides proven, innovative solutions to organizations across the global sports and entertainment landscape. Formed in partnership between the San Francisco 49ers, Harris Blitzer Sports & Entertainment, Ticketmaster and Live Nation, and Oak View Group, Elevate Sports taps into the extensive resources, relationships, and expertise of its partners to create and execute comprehensive strategies and solutions in Venue Renovations, Stadium Licenses, Premium Ticketing, Corporate Hospitality, University Ticket Sales and more.

Prior to his roles as Chief Operating Officer and most recently, President of the San Francisco 49ers, Guido held senior leadership roles with Legends and the Dallas Cowboys. During his tenure with the Cowboys, he led a taskforce responsible for breaking industry records in Personal Seat License Sales associated with the opening of AT&T Stadium; records which remained unbroken until the 49ers bested the feat under Guido’s guidance following the completion of Levi’s Stadium in 2014.

Guido began his career in the sports and entertainment industry with the NBA’s Philadelphia 76ers and NHL’s Philadelphia Flyers and Phoenix Coyotes.

About the San Francisco 49ers:
The San Francisco 49ers, owned by Denise and John York, currently play in the NFC West division and have won five Super Bowl trophies including Super Bowl XVI, XIX, XXIII, XXIV and XXIX. The franchise also has six conference championships and 19 divisional championships and was the first major league professional sports team to be based in San Francisco more than 70 years ago. Please visit www.49ers.com and follow the 49ers on Facebook and Twitter @49ers.

About Elevate Sports Ventures:
Elevate Sports Ventures is a best-in-class sports and entertainment consulting firm, providing proven, innovative solutions to organizations across the global sports and entertainment landscape. Elevate SV taps into the extensive resources, relationships, and expertise of its partners to innovate and execute comprehensive strategies and solutions in Venue Renovations, Stadium Licenses, Premium Ticketing, Corporate Hospitality and more.

Formed in partnership between the San Francisco 49ers and Harris Blitzer Sports & Entertainment (HBSE) in 2018, Elevate SV welcomed Oak View Group (OVG) and Ticketmaster and Live Nation as partners in June 2018.  Elevate SV serves as OVG’s established representative in premium sales and service for its more than nine current and future OVG development projects, including the $700 million transformative redevelopment of the current Key Arena at the Seattle Center.

In September 2018, Elevate SV launched Elevate On Campus, a joint venture created to support ticket sales, strategy and service for intercollegiate athletics and university venues. For more information, visit: www.ElevateSportsVentures.com and www.ElevateOnCampus.com or follow @ElevateSV and @Elevate_Campus on Twitter.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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KORE Software Acquires SponServe

November 26, 2018

SponServe, the global leaders in sponsorship activation management software, has been acquired by KORE Software, the global leader in business management software for sports business intelligence, sponsorship and season ticket sales enablement.

Today, more than US$10+ billion in sponsorship assets flow through KORE’s platform every year. The acquisition will see SponServe become a KORE Software product in a move billed as one of the most important in sponsorship administration, delivery, and reporting.

Alongside its suite of applications that include Ticketing & Fan Engagement™, Sponsorship & Partner Engagement™, KONNECT™, Suites & Premium™, and Data Warehouse & Analytics™, KORE Software will now boast the most robust and popular sponsorship and inventory management platform in the industry.

Founded in 2015, SponServe has grown into one of the most indispensable sponsorship fulfillment tools around the world. The award-winning cloud-based platform streamlines and enhances sponsorship servicing which combined with KORE’s market-leading capabilities for managing inventory, maintaining a financial sub-ledger, building profitable partnerships, and delivering advanced reporting and analytics, will provide customers an unparalleled, user friendly tool for the entire sponsorship lifecycle.

The acquisition will also expand KORE Software’s international footprint. Having served upwards of 450 professional and college sport clubs, leagues, properties and brands across the world, the addition of SponServe increases that number to more than 550, including teams in every major global market.

“We’re delighted to welcome SponServe to the team and are extremely excited to see it as part of the KORE suite of products, expanding our efforts globally,” said Todd Cusolle, CEO of KORE Software. “KORE’s fundamental aim to help businesses sell smarter, act faster and engage deeper are perfectly complemented by SponServe’s approach. Ultimately, it is a business which allows brands and rights holders to spend less time reporting and monitoring their partnerships, and more time building relationships with one another. The fit for us is perfect, and we look forward to showcasing our new enhanced offerings to customers.”

“With KORE’s backing, this is a great opportunity for SponServe to expand its operations and support more businesses around the world,” said SponServe’s Managing Director, Mark Thompson. “Originally, we wanted to create a system that automated the administrative tasks around fulfilment and delivery, providing total oversight across inventories to maximize the time clients spent building relationships. Today, we sit as global leaders in that field, and I’m extremely proud of the work the team have done to get here. Alongside KORE, we’ll be able to take SponServe to the next level.”

Importantly, the SponServe brand will continue to exist internationally, led by Mark Thompson and current senior management, supported by KORE Software’s global leadership team, based in New York, U.S.A. Thanks to the correlation of the two business practices, there will be no disruption to current client deliveries.

About SponServe
SponServe’s growth into Europe and the US over the last 12 months has cemented its position as the world’s leading sponsorship management solutions provider. It’s plug-in solutions now help commercial teams to better monitor, manage and maximise the value of partnerships for the likes of Williams F1, Scarlets Pro14 Rugby, AS Roma, 7 Premier League teams, the NRL, Cricket Australia and the Brisbane Broncos among many others.

Founded in Australia in 2015, SponServe, is a cloud based dedicated sponsorship management platform which works with more than 100 leading rights holders and brands around the world.

For more information about Sponserve, please go to www.sponserve.net.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Integrating KORE Software Improves Fan Experience for North Queensland Cowboys

November 20, 2018

The North Queensland Toyota Cowboys announced today that they have integrated KORE Software’s Ticketing & Fan Engagement™ and Suites & Premium™ applications into their technology toolkit. 

In choosing KORE, the club had a variety of goals in mind, including offering a better quality of service to members, gaining a consolidated picture of fans and members, and increasing internal efficiency.

“It was challenging for us to talk to members in a personal way without a CRM tool,” Cowboys Acting CEO Jeff Reibel said. “We were looking to improve the way we interact with and engage our members and fans. It was clear that we needed a sports-specific CRM.”

North Queensland Cowboys’ management knew that if they could provide the sales team access to better and more timely data, it would empower them to become a stronger sales and service-focused operation. “With KORE, our frontline staff and managers now have new insights into our projects. It’s empowering them to structure their day in the way that they feel is most efficient, and it’s also giving that feedback back to managers. At any point, we can see how we’re tracking across all fan engagement initiatives. That has been a big benefit already for senior leadership,” added Reibel.

While the Cowboys had considered building a custom CRM, they found value in the fact that KORE offered the products they needed right off the shelf and KORE’s track record lowered investment risks.  

“We looked at a lot of options to find the right fit, and KORE kept coming to the top of the list. Everyone we spoke to recommended the system,” explained Matt Russell from Ignite Solutions, consultant to the Cowboys.

KORE Software technology was added in Q2 of 2018. However, the team has already been using the system to successfully manage renewals for consumer members as well as corporate partners.

“We managed the big cultural change from a reactive inbound service center to becoming a sales-focused outbound operation. It’s a testament to how easy the system is,” Russell added. “KORE Software has also given us all the training and the support we needed to get us quickly up to speed.”

About North Queensland Cowboys
Founded in 1995, the Northland Queensland Cowboys are a professional rugby league club based in Townsville, North Queensland. The Cowboys compete in the National Rugby League, which is Australia’s premiere rugby league competition. More information is available at www.cowboys.com.au.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Minnesota United FC Selects KORE Software in Preparation for Allianz Field Opening

November 13, 2018

With the opening date for Allianz Field coming up in 2019, Minnesota United FC has upgraded their technology stack with the addition of Ticketing & Fan Engagement and Sponsorship & Partner Engagement™ applications from KORE Software and KORE Planning & Insights (KPI) Services. Plans for the team’s new soccer-specific stadium were announced in 2015. Seating nearly 20,000 and located in the Midway neighborhood between Minneapolis and Saint Paul, the stadium will open next year.

Once Minnesota United FC made the decision to switch ticketing providers to Seat Geek, they knew the time was right to reevaluate all their software stack. They decided to look for improvements not only with ticketing, but also reporting, organizing and evaluating data.

Sean Sittnick, VP of Ticket Sales at Minnesota United FC, explained, “As we make the transition into our new building, one of the most critical things we can do is understand our customer better. We also need to track everything we’re doing. KORE and Salesforce together are a great opportunity for us to manage our daily sales efforts and understand our customer and their journey as well as possible.”

With access to more customer data than ever before, the club recognized the opportunity to use data to improve the customer experience and make data-driven decisions. “We want to be able to use the new data we’re getting as quickly and efficiently as possible. KORE is the best way to accomplish all these goals internally,” said Business Intelligence Manager Taylor Van Oosbree. “The sponsorship side of the business will help us track our inventory better, know what we’re maximizing in the stadium, and where we can still make improvements.”

KORE Software will play a big role in Minnesota United FC’s overarching growth strategy. Ultimately, they will gain a high-level overview of how fans are using and enjoying the new stadium. Sittnick added, “We will deep dive and gain a deeper understanding of our customer base. That’s where KORE will come into play. Now we can make sure we’re growing our database properly so that we can offer the best experience in professional sports possible.”

“We very excited to play such a large role in the growth of a new and rapidly growing MLS team,” said Erick Estrada, Vice President of Sales at KORE Software. “MLS teams have really embraced the age of data and technology and I think that will ultimately support the growth of the sport in North America.” 

About Minnesota United:
Professional soccer has been a part of Minnesota for over four decades and Minnesota United is at the forefront of growing the game at all levels. From the first team to the front office to the Development Academy to our work throughout the Twin Cities, the club’s goal remains the same: to promote soccer, the world’s game, and through it inspire and unite our community. We’ll accomplish this through a culture built on accountability, respect, excellence and honesty and by creating a fan experience and connection to the community second to none. Minnesota United will open Allianz Field, our new home in the Midway neighborhood of St. Paul, in 2019.

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Kroenke Sports & Entertainment Expands KORE Software Relationship – Invests in Data Warehouse & Analytics™ Application

October 11, 2017

Kroenke Sports & Entertainment (KSE) has expanded its relationship with KORE Software by adding the Data Warehouse and Analytics™ (DWA™) application, which will be its enterprise-wide master data management platform. KSE owns and operates the Denver Nuggets (NBA), Colorado Avalanche (NHL), Colorado Rapids (MLS), and the Colorado Mammoth (NLL), as well as Pepsi Center, Paramount Theatre, and Dick’s Sporting Goods Park. Since 2015, KSE has used KORE Software’s sports business applications for ticketing, fan engagement, and sponsorship business management to help drive revenue and manage complex internal business processes.

KSE’s decision to upgrade their KORE Software subscription to include DWA™ was based on the fact they were looking to achieve a variety of goals, including advanced reporting, on-demand customer segmentation, and the creation of a robust data repository. They were also looking to increase fan data security. Protecting customers’ data is a top priority for both KSE and KORE. To ensure safe, secure, and consistent protection of fan identities, strict operational practices are employed in conjunction with modern and reliable technologies.

“Our dependence on data has grown immensely, and we need the right tools in place to expand our Business Intelligence program and ensure cybersecurity for our fan data. KORE is a valued partner, and their ability to provide CRM, sponsorship management, and a data warehouse on a single integrated platform streamlines and simplifies our ability to work quickly and effectively,” commented Jeremy Short, VP of Business Intelligence at KSE.

Read how the Oklahoma City Thunder use KORE’s Data Warehouse & Analytics to unify their data ecosystem.

KORE Software’s Data Warehouse & Analytics application allows organizations to store and analyze large amounts of data accumulated from a wide range of sources. KORE built their application to interface with their clients’ existing CRM tools, ticketing platform, point-of-sale system, and marketing automation provider. The end goal is improving efficiency from the discovery stage to activation.

Todd Cusolle, President of KORE Software, added, “Traditional data warehouses often create more silos and bottle necks within the organization. The data goes in, and only one or two people at an organization can access it. Our approach is to aggregate the data, provide easy access across all stakeholders and business units, and connect the data directly to output platforms like CRM or marketing automation. We simplify the entire process and make it far more streamlined.”

KSE joins several professional organizations that have found success with KORE’s Data Warehouse & Analytics application.

About Kroenke Sports & Entertainment

Denver-based Kroenke Sports & Entertainment (KSE) is one of the world’s leading ownership, entertainment, and management groups. As owners and operators of Pepsi Center, the Paramount Theatre, Dick’s Sporting Goods Park, the Colorado Avalanche (NHL), Denver Nuggets (NBA), Colorado Mammoth (NLL), and Colorado Rapids (MLS), KSE’s sports and entertainment assets are second to none. Additional properties under KSE’s umbrella include Altitude Sports & Entertainment, a 24-hour regional television network; Altitude Authentics, the company’s official retail provider; and Altitude Tickets, the official ticketing provider for KSE teams and venues.

Curious how KORE’s Data Warehouse & Analytics™ application can help you make your data insights more actionable with built-in segmentation and distribution tools?

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Boston Celtics and Monumental S&E: Creating the Winning Formula Panel to Be Presented at Leaders Week 2017

October 4, 2017

London, England, October 3, 2017 – KORE Planning & Insights (KPI) President Russell Scibetti will be presenting a panel at the upcoming Leaders Week in London, held October 2-6, 2017, at Chelsea FC. KORE is a Thought Leader Sponsor at this year’s Leaders Week and will be hosting a panel about the usage of data and analytics in sport. The panel, titled “Boston Celtics/Monumental S&E: Creating the Winning Formula,” will take place Wednesday, October 4 at 10:15 a.m. BST during the Sports Business Summit.

With over 3000 attendees expected from over sixty countries, Leaders Week is known as a “who’s who of global sport, technology, and entertainment.” The event takes place all week at venues across the city and includes networking and social events. Russell Scibetti will join other Sports Business Summit speakers including Sir Martin Sorrel, CEO of WPP Group; Keith Grossman, Global Chief Revenue Officer of Bloomberg Media; and Sebastian Coe, President of International Association of Athletics Federation.

During the panel, Scibetti will interview Rich Gotham, President of the Boston Celtics, and Jim Van Stone, President of Business Operations and Chief Commercial Officer of Monumental Sports & Entertainment. The discussion will include key milestones to success, what it takes to get organizational buy-in on a data and analytics strategy, and the key tipping points that lead to the success of their organizations.

“I’m honored to be interviewing these two incredibly successful speakers. Business Intelligence has become a necessity at sports organizations across the U.S.,” mentioned Russell Scibetti, President of KPI. “Rich and Jim are shining examples of how to do it effectively. This panel is sure to offer deep insights into what it takes to be successful with data and analytics.”

KORE Software

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

Read More