US sports and entertainment consulting firm Elevate Sports Ventures has acquired ticket pricing, analytics and distribution consulting company, Dynamic Pricing Partners.

The US-based secondary ticketing strategy company delivers ticketing solutions for rights-holders alongside primary and secondary ticketing platform partners. It uses trends from millions of ticketing and attendance data points to build pricing studies and strategic action plans for clients to maximise ticketing revenues for collegiate and professional sports teams, organisations and venues.

Dynamic Pricing Partners counts more than 70 college and university athletic departments as clients, including more than 30 partners in Power-5 Conferences across the ACC, Big Ten, Big 12, Pac-12 and SEC, making it the largest secondary ticketing strategy company in the university space.

Al Guido, chairman and chief executive of Elevate Sports Ventures, said: “During a significant time in the sports and live entertainment ecosystem, when rightsholders have the greatest need for data-driven pricing, distribution and technology solutions, our acquisition of Dynamic Pricing Partners expands Elevate Sports Venture’s current market and service offerings; providing a suite of differentiated solutions to existing and future clients.”

Under the agreement, Elevate will now add secondary market expertise to a host of client offerings, including ticket and premium hospitality sales and strategy, venue feasibility, construction and renovation, corporate partnership sales, consumer and fan analytics, and more.

The firm has a client roster including teams, brands and venues from among the NFL, NBA, NHL, MLB and MLS, professional tennis, motorsports and horse racing.

Jonathan Marks, chief executive and founder of Dynamic Pricing Partners, added: “Acknowledging the significant impact the pandemic has had on our collective ticketing ecosystem, sports teams and organisations are more compelled than ever to make calculated, analytics-driven decisions on their pricing, inventory allocation, ticketing strategy and strategic partnerships to maximise revenue.

“With additional support and intelligence from Elevate, Dynamic Pricing Partners is better positioned than ever to drive incremental revenue for our partners’ most important asset, their tickets.

“Moreover, the powerful combination of Elevate’s industry leading data-analytics unit, Elevate Insights, and Dynamic Pricing Partners provides an unparalleled platform to provide real-time data, analytics and recommendations for even the most sophisticated professional and college sports organisations; while proving new value and revenue streams for our current partners across their organisations.”

Image: Ken Lund / CC BY-SA 2.0 / Edited for size