I read with great interest Russell Scibetti’s article, “How teams can benefit from direct relationship with fans,” in the Sept. 22 edition of SportsBusiness Journal. I very much agree with Russell’s critical point on the need for teams to differentiate their ticket product rather than being forced to compete with the secondary market on price. In fact, I’d even take Russell’s point further. Combining both the need for teams to differentiate the ticket product and the need for effective CRM to manage and maintain one-to-one relationships and touch points, teams should be making a serious effort to implement effective loyalty programs. Fortunately, many teams have already begun to jump at this prime opportunity. The New York Jets, where Russell previously worked, just launched a program, and the Pittsburgh Penguins have implemented an incredible program that is even able to drive consumer behavior and incorporate team sponsors.
Imagine if a team’s loyalty program generated points for purchasing tickets via the team site rather than from the secondary market. It would be an incredibly powerful tactic to both add value to the purchase and to cultivate the relationship.
Josh Jacoby
New York City
Jacoby is manager of sales operations and marketing partnerships for Madison Square Garden Co.
