4 Ways College Athletics and Sports Teams Can Drive $300M In Additional Revenue Each Year
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College athletics departments and sports teams have gotten stale. While you could argue there have never been more fans engaged, revenues are down and gouging is up. It's time to think about new ways to drive revenue. This presentation, originally created in 2013, provides four opportunities to drive new revenue streams at your organization. Results may vary at each school or team, but the concepts are real and will work. I spend my time making sure technology can help support programs like those presented. I cannot force schools and teams to adopt these programs, but I hope they can be used as a think pad for sports professionals as you look to solve the increasing problem in our space.
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4 Ways College Athletics and Sports Teams Can Drive $300M In Additional Revenue Each Year
- 1. NEW REVENUE OPPORTUNITIES Mike Evenson, Sports Business Professional @mikeevenson
- 3. <YOUR TEAM> Subscription Model GOAL to create a compelling package of content and insider access to all <YOUR TEAM> fans at a price point that is achievable for everyone Offer at a low, monthly cost of $9.99 Establishes a recurring revenue stream that Athletics can rely upon regardless of ticket sales and donations Product offering regardless of fan location (not tied directly to audio/video package) Whats Included Access to premium content General product (tickets, merchandise, photos, etc.) discounts and special offers 24-hour access to free tickets to low-demand events Discounts with brand partners (Target, Home Depot, etc.) Inclusion in the loyalty program it might BE the loyalty program
- 4. <YOUR TEAM> Subscription Model Risk Level Members Annual Cost TotalAnnual Revenue Conservative 5,000 $119.88 $600,000 Aggressive 100,000 $119.88 $12,000,000 Potential 2,000,000 $119.88 $239,000,000 Skills and energy to create quality, unique content which fans are willing to purchase to obtain API capability to access premium content iPad/tablet application Product packaging and marketing Revenue Projections Project Dependencies
- 6. Corporate Partnership Program Program focuses on engaging with local businesses who would like to create additional employee benefits Company benefits become more attractive in a competitive employment region. Program creates value for both parties Driving revenue for the athletics department and obvious distressed inventory channel Providing additional great employee benefit
- 7. Corporate Partnership Program Gold Level $50,000/year 8 preferred/club seats + parking per year Choice of: 500 group football tickets to a predetermined non-conference game 250 group football tickets to a predetermined non-conference game + 100 group tickets to a predetermined non-conference mens basketball game 20 football season tickets Employee Discounts Branded ecommerce page for your employees to purchase discounted tickets, merchandise and other products Access to manage your roster of employees as your personnel changes. You simply add and remove people from your list of employees and benefits immediately apply **Two (2) Complimentary Intramural Teams per league** **If implemented
- 8. Corporate Partnership Program Silver Level $25,000/year 6 preferred/club seats + parking per year Choice of: 250 group football tickets to a predetermined non-conference game 100 group football tickets to a predetermined non-conference game + 75 group tickets to a predetermined non-conference mens basketball game 10 football season tickets Employee Discounts Branded ecommerce page for your employees to purchase discounted tickets, merchandise and other products Access to manage your roster of employees as your personnel changes. You simply add and remove people from your list of employees and benefits immediately apply **One (1) Complimentary Intramural Team per league** **If implemented
- 9. Corporate Partnership Program Bronze Level $10,000/year 4 preferred/club seats + parking per year Choice of: 100 group football tickets to a predetermined non-conference game 50 group football tickets to a predetermined non-conference game + 25 group tickets to a predetermined non-conference mens basketball game 4 football season tickets Employee Discounts Branded ecommerce page for your employees to purchase discounted tickets, merchandise and other products Access to manage your roster of employees as your personnel changes. You simply add and remove people from your list of employees and benefits immediately apply
- 10. Corporate Partnership Program Small Business $5,000/year 2 preferred/club seats + parking per year 25 group football tickets to a predetermined non-conference game Employee Discounts Branded ecommerce page for your employees to purchase discounted tickets, merchandise and other products Access to manage your roster of employees as your personnel changes. You simply add and remove people from your list of employees and benefits immediately apply
- 11. Corporate Partnership Program Risk Level Gold $50K Silver $25K Bronze $10K Small Biz $5K TotalAnnual Revenue* Conservative 2 4 4 4 $260,000 Aggressive 5 10 15 20 $750,000 Potential 20 75 100 150 $4,625,000 Program Manager & intern (within Customer Service team OR Premium Services team) Authorization to sell by sales team Intramural program (if implemented) Parking and/or tailgating solution for group tickets Product packaging and creation of program materials/collateral to distribute, website content, etc. Prioritization of workload Revenue Projections Project Dependencies * Corporate annual fee only; does not include individual sales by corporate employees
- 13. Unique Fan Events <YOUR TEAM> should take advantage of what it has and what it does well World-class facilities Proven event management Host a plethora of events that: Increase fan engagement Drive incremental revenue Create an environment where Fundraising members and non-members can intersect to drive awareness and engagement for philanthropic giving to <YOUR SCHOOL>
- 14. Unique Fan Events Examples (some new, some proven) Fan Scouting Combine Intramural Program Athletic Training Education Courses Film Breakdown Charity Softball Game Bachelor Parties 3-on-3 Basketball Tournament Mascot Birthday Parties Rivalry Ryder Cup Access to some of these events can also be driven beyond paying to attend Fundraising member benefits Loyalty program point redemption
- 15. Unique Fan Events Risk Level TotalAnnual Revenue Conservative $200,000 Aggressive $600,000 Potential $2,000,000 Event management capabilities to host more events during the year Engagement from sports and coaching staffs to execute on some events Product packaging and creation of program materials/collateral to distribute, website content, etc. Prioritization of workload Revenue Projections Project Dependencies
- 17. Fan Referral Program Using our best fans to help sell the program to their social circles Fans sign up to be part of the referral program Fans drive traffic to unique page that tracks sales against the referrer Referrer gets a percentage of the sale (TBD)
- 18. Fan Referral Program Risk Level ReferralMembers Items Sold Avg. Item Price TotalAnnual Revenue Conservative 200 100 $25 $500,000 Aggressive 1,000 200 $25 $5,000,000 Potential 10,000 200 $25 $50,000,000 Custom referrer management page for members to track their sales Customer service management for referrer members Revenue share model approval Product packaging and creation of program materials/collateral to distribute, website content, etc. Prioritization of workload Revenue Projections Project Dependencies
- 19. START IMPLEMENTING! Mike Evenson, Sports Business Professional @mikeevenson