SeatGeek and Sporting Kansas City

Deborah CowlesVirginia Commonwealth University

Jan OwensCarthage College

Matthew SauberEastern Michigan University

The Client• National Sports Forum:

National Case Cup Competition• Major League Soccer• SeatGeek and Sporting Kansas City

SeatGeek

• Event ticket marketplace• Aggregator of sports, concert, and theater

ticketse.g. TicketNetwork, TicketsNow, Razorgator

• Single re-sellers• Mobile and desktop• Authenticates second-seller tickets, i.e. avoids

scams

SeatGeek

• Example of “digital disruption:”new technologies and business models affect the value proposition of existing goods and services

• Browse: + events+ interactive color-coded “dealscore”

seatmaps+ complete purchases+ electronic or print ticket

SeatGeek

Sporting Kansas City

SKC-SeatGeek Platform

Objective of the Case

+ Maximize ticket and related revenues for SKC+ Identify new revenue streams, harnassing the

Seatgeek platform to enhance customer purchase experience

+ Possible cross-sell other stadium and travel packages, comparable to airline & hotel websites

+ Demonstrate the synergy of the MLS-Seatgeek platform as a strategic partnership

Teaching the CaseThis case can be used in:

Capstone marketing managementMarketing strategyConsumer behaviorSports marketing & managementDirect marketing/IMCPricing strategyMarketing ResearchBusiness-to-business

Teaching the Case• SWOT Analysis

For current and future target customers?• Focus: what would encourage fans to buy

tickets at the SKC or SeatGeek sites?• What is the added value of the SeatGeek

platform?• How is the market segmented in terms of fan

experience and purchase behavior?• Develop a 2-year IMC plan• Propose a marketing campaign budget that

drives fans to SKC site

Yet more questions• What strategies can SKC develop to build upon

SeatGeek platform to attract:MillennialsCulturally diverse fans

• What has been going on in SeatGeek, SKC, and MLS lately, i.e. update the case?

• Should SKC expand its list of entertainment or travel partners?

Nextmark.com exercise

• Nextmark exercise provides opportunities for some basic break-even exercises in DM

• Gets student thinking about market segments• Can make students a little paranoid

Other environmental factors affecting SKC patronage

Relate to each target segment: Develops in macro-environments:• Economic• Technological• Socio-cultural• Demographic• Legal/regulatory• Competitive

THANK YOU!

ANY QUESTIONS?