Case Study: Ticketmaster Sport’s AI tools

Featured Image: Francois Olwage on Unsplash

Ticketmaster Sport’s AI (artificial intelligence) tools have been successfully piloted by sporting organisations such as the Welsh Rugby Union (WRU) and English League One football club, Lincoln City.

The WRU and Lincoln City have been testing Ticketmaster’s latest analytical tools to truly understand their data. 

These tools have been designed to aid teams in making better, more-informed decisions about how, when and where they sell and market tickets to their fans. 

Ticketmaster Sport has overlaid client ticket sales data with bespoke performance intelligence supplied by data and analytics provider, Prospect. Teams will be able to utilise this AI solution to analyse variables such as fixture details, team strength, game jeopardy, pricing, onsale window timing and more. 

The interactive interface will also enable users to experiment with ‘what if’ situations to compare actual sales performance against expectations. 

“Our enhanced offering will deliver rich data that teams can utilise immediately to make informed strategic decisions. Never before has anybody been able to layer on- and off-the-pitch data with ticketing information with such clarity and precision. These are game-changing insights that will take our clients’ ticketing to the next level,” said Chris Gratton, managing director of Ticketmaster Sport UK. 

Sian Statton, head of marketing at the WRU, added: “We were keen to inject scientific rigour into our decision-making processes, and this innovation from Ticketmaster was just the ticket. These pioneering insights have enabled us to quantify exactly what impacts ticket sales and make moves accordingly – the significance of this can’t be overstated.”