An Analytic-based Strategy for College Sports Ticket Sales and Management Emergent Research Forum

Sports analytics has gained significant popularity to support athletic organization’s business and field operations such as enhancing talent identification, player recruitment, player development, training priorities, coaching, game tactics, team selection, injury management, fan/customer relationship management, etc. Through a qualitative case study approach, this study examines a regional university’s athletic department’s current status on data collection and analysis to enhance their ticket sales and marketing management. In-depth qualitative interviews are being conducted to better understand the current process and their desired goals in the ticket sales and marketing management area. In future, we intend to extend the study by using quantitative methods on recent five years’ worth of season ticket sales data to provide insights and in that process additional recommendations will be provided to enhance data collection and subsequent analysis.