SPORTS ANALYTICS: FROM THE SOFA TO THE BOARDROOM

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1 SPORTS ANALYTICS: FROM THE SOFA TO THE BOARDROOM SEPTEMBER 19 TH, 2016 Presented by Tim Trussell Manager, Data Sciences, SAS Canada

2 SPORTS ANALYTICS SESSION OBJECTIVES Disruption Fan Analytics: Sports Modeling, Gambling, and Fantasy Sports Fan Engagement Data: Beacons, Apps, Social Media Reaction If you can t beat them. Hire them. Immersive fan experience leads to business returns.

3 FAN ENGAGEMENT WHAT DO I THINK ABOUT IN MY SPARE TIME?

4 FROM FAN TO ANALYST

5 FAN ENGAGEMENT: Enhanced Value From Immersive, Personalized Experience Leverage broader customer profiles and insights to create seamless out of > in stadium value & experience (ex: offer on Television package) Provide Corporate Partner sponsored seat upgrade, based on customer brand of choice and behavior analysis (customer s likelihood for up-sell) Provide realtime concession offers based on location and preferences Redirect to maximize efficiency & fan satisfaction Capitalize on live events and feedback (game events, social media etc.) to provide enticing merchandise /experiential offers and ^ brand loyalty (Ex: Discounted Jersey

6 New York Mets sign SAS to lead off their analytics lineup SAS analytics will help the Mets better understand and engage with their fans Cary, NC (Oct 27, 2014) The New York Mets and SAS, the leader in business analytics, today announced a partnership that will see the Club use SAS analytics to help analyze fan data at an individual level to engage with them in a meaningful way. This analytics initiative applies a data-driven approach to discover what fans want and how they behave so the team can design experiences that appeal to them on a personal level. The Mets are building a fan engagement hub that uses SAS analytics to generate a 360 o view of fans. The data will help them personalize communications and promotions. By analyzing data from social media, mobile and , the Mets will accurately gauge fan sentiment relating to different players and games. And they ll be able to interact with fans on league and team sites, social media channels and public forums with information the fans care about. With SAS, the Mets will be able to analyze all this data from when and where a fan buys a ticket to the seat they select, what drink they enjoy with their hotdog, and the merchandise they buy to improve the fan s experience, said Jim Tobin, National Sales, SAS Sports industry practice. There s an ever-increasing volume of data in the business of baseball and we are always looking for new ways to analyze, said Executive Vice President and Chief Revenue Officer Lou DePaoli of the New York Mets. In the past, SAS has been a great partner in analyzing data and providing us with a unique way to engage with our fans. We look forward to our continued relationship in the years ahead.

7 ORLANDO MAGIC USES SAS TO FILL THEIR SEATS AND MAXIMIZE REVENUE BUSINESS ISSUE Professional sports teams in smaller markets often struggle to build a big enough revenue base to compete against their larger market rivals. Robust online secondary market for tickets - reaching benchmark of 90% renewal of season tickets more difficult Maximizing yield of a perishable product once game is played, revenue opportunity is gone. HOW SAS IS USED Analysis of the resale ticket market to price tickets better. Prediction of season ticket holders at risk of defection (and luring them back). Analysis of concession and product merchandise sales to make sure the organization has what the fans want every time they enter the arena. Personalize the user experience. RESULTS/BENEFITS Orlando Magic are among the top revenue earners in the NBA, despite being in the 20th-largest market. Over 30% growth in single game ticket revenue since 2010 Increased assisted revenue by over 500% in 2-years by integrating predictive customer analytics into operations SAS has helped us grow our business. It is probably one of the greatest investments that we ve made as an organization over the last half-dozen years. Alex Martins, CEO, Orlando Magic In the first year, we saw ticket revenue increase around 50 percent. Over the last three years for that period, we've seen it grow 75 percent. It's had a huge impact. Anthony Perez, Vice President of Business Strategy, Orlando Magic Customer Success Page