How to Increase Ticket Sales in Sports through Marketing, Pricing, and Fan Experience

Wondering how to increase ticket sales in sports? Join the club. Real, in-person sporting events still attracted a massive 292 million attendees in the US in 2024. But actually selling tickets is becoming tougher.

You’re competing with events streamed online, and sometimes even in virtual reality. Raving fans are becoming more frugal with their funds. Even how people learn about upcoming events is changing. You can’t just slap a poster on a wall and expect to rake in sales.

Today’s sports landscape is loud, digital, and brimming with competition. If you want to not just drive sales, but maintain fan engagement in sports, and even drive up loyalty, you’re going to need to rethink your playbook.

The key to success? A dynamic combination of marketing, experience-focused strategies, and sophisticated selling techniques. Get the blend right, and you’ll be reaping the benefits of a market that’s set to reach a value of more than $609 billion by 2031 .

Engaging the Modern Sports Fan

Before you start experimenting with SMS marketing strategies, social media campaigns, and immersive in-person experiences, you need to know who you’re dealing with.

Your audience has changed. You’re not just dealing with established sports enthusiasts anymore. You need to be connecting with everyone and anyone who has the potential to fall in love with any event you promote.

Modern sports prospects aren’t just sitting quietly in the bleachers today. They’re digital natives scrolling through TikTok while watching the game on a second screen. They’re always-on opportunity seekers, getting involved in text to win campaigns and voting on half-time events. Fans are now experience-seekers, emotional investors, and advocates in one.

The chances are, they’re probably younger, and more omnichannel than ever before too. If you’re trying to figure out how to attract fans to sporting events, you’re going need to get your head around the mindsets of Gen Z – now officially the largest consumer cohort in live entertainment.

These fans want more than a scoreboard, they want meaningful moments. They’ll show up for a sense of community, for the chance to be part of a narrative, and for the social clout of sharing it.

Just look at the WNBA in 2024. The “ Caitlin Clark Effect ” sparked a 50% increase in league attendance, according to Forbes, with franchises like the Indiana Fever selling out multiple arenas, before she even played her first pro game. Why? Because fans felt like they were witnessing a movement, not just a match.

That’s the secret for those learning how to increase ticket sales in sports: it’s not just about wins, it’s about why fans show up, and how you can keep them coming back.

Promotional Ideas for Sporting Events: Digital Marketing

Let’s start with how to attract fans to sporting events in the first place. For local experiences, offline advertising still has a role to play. But realistically, if you’re not digital-first, you’re probably already out of the game.

From one-tap mobile purchases to geo-targeted video ads, sports franchises big and small are now marketing like media companies, and fans love it.

Here are some proven strategies to try.

Personalized Communication with Email and SMS

Email is still one of the most effective sales and marketing channels for events. But spray-and-pray newsletters don’t work. Studies show that segmented campaigns drive a 760% increase in revenue, because personalization really is everything.

Use dedicated email marketing tools to create comprehensive campaigns that build excitement about upcoming competitions, highlight recent accomplishments, or just keep fans updated about the favorite players.

Remember, email is just the start. Personalized text messages take engagement to the next level. They give you a chance to reach customers wherever they are, even when they’re not checking their email inbox. They can also help you drive immediate sales.

With RCS, you can promote an event, empower fans to complete a transaction, and deliver a digital ticket straight to their phones, without the need an external app.

Build Relationships on Social Media

If you want to know how to increase ticket sales in sports, start by showing up where your fans are scrolling. Around 80% of Gen Z fans follow a professional athlete online, and the social posts they share are pushing them to buy tickets, merchandise, and more.

Use social media to build genuine relationships. Teams like the Sacramento Kings are crushing it on TikTok with locker room dances and game-day rituals. These short, raw clips not only rack up views, they create connections. And connections lead to conversions.

Combine real-time engagement with Smart CTAs to boost revenue. Try options like: “Swipe up to buy tickets.” “Link in bio.” “Tag your team.” You can even ask fans to subscribe to your SMS or email newsletters for a chance to get tickets early with a “text to subscribe” feature.

Providing Value Beyond the Game with Content Marketing

What happens when the scoreboard is off? Smart franchises keep the buzz alive. They produce mini-docs, host podcasts, drop player vlogs, anything to make fans feel like a constant part of the community.

For example, FC Cincinnati’s YouTube playlists take fans inside the locker room, the community, even the kitchen. This kind of value-driven storytelling turns passive followers into loyal ticket buyers.

Remember to keep your community informed when you’re rolling out new content. Use SMS broadcasting to tell them about a new video, podcast episode, or live Q&A event.

Strategic Outreach with Paid Advertising and Retargeting

Paid ads aren’t new, but retargeting is where the real ROI lies.

Let’s say someone visits your ticketing page but bails. With retargeting ads, you can show them a reminder ad on Facebook or YouTube later that day, often with a timely discount. This simple tactic can boost ticket sales by 30% or more, according to Twilio Segment.

If you’re using mobile apps and text messaging for sales, consider a more focused, local approach with geo-fencing. Target fans within a few miles of your stadium with last-minute mobile apps, or coupons delivered by text message.

Engaging Through Visuals with Video Marketing

Video marketing is an incredible tool for anyone looking at how to increase ticket sales in sports. You’re not just limited to highlight reels on YouTube anymore. One-on-one interviews with athletes, fan reactions, and even TikTok videos are all powerful.

A well-edited, emotional video can light up your fan base and drive urgent action. In fact, video ads generate 3x more engagement than static ones on social platforms.

If you’re looking for more versatility, think beyond YouTube and social media.

Smart teams are using Connected TV (CTV) and OTT ads to target fans watching Hulu, YouTube TV, or ESPN+. You can even post video ads on ticket purchasing platforms, like Eventbrite – home to 90 million unique event fans.

Building Relationships: Enhancing the Fan Experience

Want to know how to increase attendance at sporting events in a big, sustainable way? Start by giving fans more than just a game. Give them a memory. Advertising is great, but how you make your fans feel long-term makes the biggest difference.

Elevating Game Day with In-Stadium Enhancements

Think beyond the pitch, court, or ice. Think DJs spinning outside the gates. Consider food trucks, selfie stations, and post-game fireworks.

Major League Soccer’s LAFC has mastered the art of in-person fan engagement solutions. Their “fan fest” pre-game zones combine music, giveaways, and interactive sponsor booths. Fans flock to the stadiums early, get involved with sponsored, and promote experiences on social media, increasing ongoing hype.

Not sure what to offer at your next event? Get your audience’s input. Use a poll-in text message campaign to see what kind of food, drinks, and entertainment they love most.

Recognizing Loyalty with Rewards Programs

If you’re struggling with figuring out how to increase ticket sales in sports, the problem could be that you’re focusing too much on attracting new attention, rather than rewarding and nurturing existing fans.

Consider season ticket holders. Why not give them early access to player Q&As? Custom merch drops? Or an app-based points system that tracks attendance and unlocks free swag?

That’s what the San Jose Earthquakes did. Their fan loyalty app awards points for attending games, buying food, and engaging online. It helps the group’s retention and upsell rates to stay strong, year after year.

Building Community through Engagement and Interaction

Modern fans don’t just want to be entertained, they want to feel included. So develop a true community experience. Use SMS engagement strategies to keep fans informed about events, competitions, and experiences relevant to them.

Actively ask for the feedback of your most loyal advocates. Find out what they like most about your events, and what they’d like to change.

Pay attention to what people are already saying about you online too. Studies show a single negative review can reduce the likelihood of a purchase by 51.4%. But if you respond to that negative review with a solution, and fast, you can change your audience’s entire perspective.

Using Technology for Immersive and Personalized Engagement

The chances are you’re already using technology to connect with your audience. You might have invested in event text messaging platforms, tools that automate emails and social media posts, and AI bots for always-on service.

Now it’s time to use that tech scale personalization. Use your SMS campaign management platform to track each customer’s interests, favorite player, and budget, and send them customized offers or deals.

Get your AI solutions to automatically send out mobile alerts when merch in a customer’s favorite size goes on sale. Dive into new experiences, like augmented reality scavenger hunts, or virtual meet-and-greets.

From ticket reminders to post-game follow-ups, Clerk Chat helps sports organizations create personalized, automated fan journeys that drive repeat attendance.

How to Increase Ticket Sales in Sports: Pricing Tips

Your approach to marketing and ongoing customer engagement is important. But if you really want to increase ticket sales, you need to get the pricing right too.

The good news is that major sporting events still attract cash. In fact, nearly one third of millennials and Gen Zers are actually spending extra money to travel to global events. But they still want to know they’re getting good value for money.

Here are a few strategies you can try:

Adapting to Demand with Dynamic Ticket Pricing

Dynamic pricing does work, if you’re transparent.

This strategy lets you adjust ticket prices in real-time based on demand, opponent, day of the week, even weather. It’s airline-style ticketing, and it’s already common in the NBA, NFL, and top European football clubs.

But take notes from the mistakes of other event hosts. Aggressive pricing strategies can lead to outrage when prices skyrocket last-minute. Make sure you’re clear about why and when prices might increase, so customers can prepare.

Incentivizing Early Purchases with Discounts and Offers

Urgency drives action. If you’re wondering how to increase attendance at sporting events, give people a reason to buy early.

Run 24-hour ticket flash sales or early bird bundles (with a time countdown on your site or app). You can even use these strategies to generate more leads fast. For instance, a landing page linked to your SMS lead generation strategy can encourage customers to share their phone numbers and opt-in for a chance to get an early bird discount.

Alternatively, you can use this strategy to get people to join your loyalty program. Just tell them to opt-in for instant announcements as soon as new offers go on sale.

Catering to Diverse Needs with Tiered and Value-Based Pricing

Not everyone can afford courtside. But that shouldn’t keep them out of the game entirely.

Offer multiple tiers with clear value distinctions. Create family-friendly sections. Add “standing room social zones” for younger, more budget-conscious fans. You can experiment with technology to help your fans find the right pricing here too.

For instance, if you’re using conversational AI for customer service, your bots can introduce your customers to pricing tiers immediately, as soon as they ask about budget options.

Encouraging Group Attendance with Packages and Bundling

Want to increase average order values quickly? Encourage group attendance for corporate outings, school events, alumni reunions and family celebrations with group packages.

Alternatively, give your customers a way to upgrade their experience. Let them buy an entry ticket, half-time drink, and food for the evening all at once. You could even give them the option to buy a voucher for merch in advance.

Remember to promote these offers everywhere, whenever you send a mass text to your top fans, or advertise an upcoming experience on social media.

How to Attract Fans to Sporting Events: Tech Tips

We’ve already mentioned the power of tech for companies figuring out how to increase ticket sales in sports, but it really is more valuable than you’d think.

Here are some great strategies for using tech to strengthen revenue.

Choose the Right Ticketing Platform

Fans expect frictionless experiences. Clunky platforms lead to cart abandonment. The good news, is there are plenty of tools out there that make life easier for your customers.

Platforms like Eventbrite, SeatGeek, and AXS are now prioritizing mobile optimization, instant seat selection, and integration with loyalty systems. When you’re choosing your platform, make sure it integrates with all the tools you already use.

That might include your SMS ticketing system, the solutions you use for artificial intelligence in customer service, your CRM solution, and your analytical tools.

Take Advantage of Mobile Ticketing

Most sports fans now live on their smartphones. They’re using them to access sports team messaging apps, customer service, and social media content.

They also want to be able to purchase and access tickets straight from their mobile. Around 65% of sports fans now purchase tickets from a smartphone.

QR codes, Apple Wallet integration, and digital entry help reduce wait times and increase fan satisfaction. The real power comes from maintaining engagement with your audience through their smartphone. Use push notifications, and blast text messages, as well as personalized content and game-day reminders to keep the conversation going.

Optimizing Sales and Marketing with Data Analytics

Why stay blind when your data can tell you everything. The information you gather from your SMS customer service platform, CRM, and ticketing tools is hugely valuable.

It can help you identify your highest-value fans, segment by behavior, and predict who’s most likely to buy. It can even give you the insights you need to scale personalization in customer service, or understand why ticket sales tank and soar at different times.

Remember to combine quantitative insights with real-world human feedback too. Read the reviews and testimonials customers share, and use social listening solutions to track conversations wherever they happen.

Streamlining Operations with CRM and Marketing Automation

You shouldn’t be manually sending emails or SMS messages every week, but you should be communicating with customers consistently.

With the right CRM and automation tools, you can build nurture flows for new fans, upsell existing ones, and win back lapsed ones, automatically. AI can help you take automation to the next level. They can handle everything from assigning tickets, to sending out reminders, answering questions, and helping customers find deals.

The more you use artificial intelligence in customer service, sales, and marketing strategies, the more you’ll cut costs, and improve customer experiences.

Key Challenges and How to Overcome Them

No matter how polished your marketing or passionate your fan base, sports organizations face some very real headwinds. Here’s how to tackle the five most common ones:

• Competition from Entertainment Alternatives: In 2025, fans aren’t just choosing between teams or games. They’re choosing between real-life sports events, concerts, food festivals, and esports. To stand out, you need to offer an experience, not just a seat. Lean into emotional hooks, themed nights, and interactive promotions that feel too good to scroll past.
• Balancing Affordability and Revenue: Life today is expensive. Tickets can feel like a luxury. The solution? Flexibility. Offer micro-packages, pay-over-time options, and deep discounts for students or local residents. Fans are more likely to attend when they feel seen and supported.
• Maintaining Engagement: Winning teams often sell more tickets, but winning isn’t everything. When your team’s struggling, double down on personality. Showcase player stories, celebrate fan traditions, and make the off-field experience so rich that fans show up even if the scores don’t.
• Managing the Secondary Ticket Market: Bots, resellers, and inflated prices hurt trust. Use verified resale platforms and price visibility tools to help fans avoid shady secondary sellers. AI can even help flag suspicious bulk buys in real-time.
• Reversing Declining Attendance Trends: Sometimes, even with a good product, fans just stop showing up. Re-engage them. Dive into the benefits of conversational marketing. Use data to identify lapsed attendees and win them back with personalized messages, limited-time offers, or nostalgia-fueled campaigns.

Remember, every challenge can be turned into an opportunity, if you’re willing to listen, adapt, and innovate.

Building a Comprehensive Strategy for Ticket Sales

So, what does it really take to increase ticket sales in sports today?

It’s not just about a shiny app or a viral TikTok. It’s about connecting the dots, digital marketing, fan experience, pricing, technology, and trust.

The teams seeing real growth are the ones creating strategies that flex with the fan base. They invest in end-to-end strategies for engagement with messaging platforms like Clerk Chat that combine text messaging for coaches with automated campaigns and conversational AI.

They’re actively personalizing every interaction, testing new promotional ideas, and treating every ticket buyer like a VIP. They don’t just ask how to attract fans to sporting events, they ask what fans really want. And they deliver it, season after season.

Ready to give your ticket sales the boost they need, and earn the benefits of ongoing fan engagement and loyalty? Reach out to Clerk Chat today, and see how we can help you take the smart approach to filling seats.