Case Study: University of Tennessee Lady Vols achieves $250K+ incremental revenue and doubled season-pass sales with AudienceView

Tennessee redefines season subscriptions and unlocks additional revenue

The University of Tennessee Lady Vols were facing declining attendance as their traditional alumni season‑ticket base aged and younger fans increasingly followed games via digital channels. To modernize ticketing and attract new, value‑conscious fans, Tennessee partnered with AudienceView to roll out a low‑cost season subscription using AudienceView’s ticketing/subscription platform.

AudienceView helped launch the $99 Lady Vol Pass (and Vol Pass) — a 17‑game season subscription that guarantees a seat with the flexibility to choose the best available seat 48 hours before each game and purchase adjacent single‑game tickets. The program sold over 800 passes in 2016–17 and more than 1,900 in 2017–18, generated roughly $250,000 in incremental revenue across the two seasons (plus about $5,000 in add‑on sales), earned a NACMA bronze medal, and successfully attracted younger and new fans.

University of Tennessee Lady Vols

Jimmy Delaney

Director