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Volume 21 No. 42
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Ticket of ’28 will deliver tailored view, message

The definition of an NBA season ticket in 2028? Consider a broad season ticket that could include virtual reality that  the league can sell globally, said Amy Brooks, NBA president of team marketing and business operations and chief innovation officer.

 

Washington Wizards owner Ted Leonsis envisions an opportunity to offer virtual or augmented reality technology to season-ticket holders that delivers the same seat view of their team’s road games as they have in their actual season-ticket packages.

Another major shift will be the ability for fans to sell their seats or buy seat upgrades for specific periods in the game, whether it’s the first quarter or the end of the game.

“We will have the flexibility to truly optimize seating in the arena,” Brooks said.

Team sponsors already personalize their outreach to fans in the arena, with tailored offers directly and instantly to fans through their phones. For example, fans who live near car dealerships may be offered test drives through the team’s auto sponsor. Fast-food sponsors also could offer specific coupons and offers to fans targeted for their culinary preferences.

“Partners will be able to connect with fans in richer ways when it’s targeted to the right type of person,” Brooks said. “There is a lot we can do for partners.”