Case Study: University of Washington Athletics achieves $115K in incremental ticket sales and faster lead targeting with Affinaquest propensity scores

UW Scores Quick Wins with Affinaquest Propensity Scores

University of Washington Athletics, led by Rob Kristiniak and a small Pac 12 Sales team, was overwhelmed by thousands of single‑game ticket leads and lacked a data-driven way to prioritize outreach. Affinaquest proposed a pilot using its Predictive Analytics and propensity scores—integrated into UW’s existing Salesforce system—to identify which fans were most likely to buy and what type of tickets they would purchase.

Affinaquest’s propensity scores added several thousand new, prioritized leads and required little UW resource or in‑house data expertise; within two weeks of an email campaign the team began seeing purchases and generated $115,000 in incremental sales over the two‑month trial. The scores improved rep efficiency and targeting, uncovered opportunities they otherwise wouldn’t have contacted, and are now being expanded across UW Athletics’ reporting and retention efforts.

University of Washington Athletics

Jim Bowen

Sports Analyst