Case Study: Speedway Motorsports, Inc. enhances fan engagement and sales efficiency with FanThreeSixty

How SMI uses FanThreeSixty to expand its fanbase and run effective sales campaigns

Speedway Motorsports, Inc. (SMI), one of the leaders in American motorsports entertainment, needed a better way to unify fan data across eight independently run venues, share best practices, improve visibility into new and existing fans, streamline ticket sales, and enhance the fan experience through mobile engagement. To solve these challenges, SMI partnered with FanThreeSixty and its Dimension fan data platform, along with customizable mobile apps.

FanThreeSixty helped SMI consolidate millions of ticketing profiles into enriched fan records, centralize sales activity, and launch the Uphoria mobile apps for each track. The result was a 35% increase in unique fan profiles in the first 18 months, more than 250,000 fan touchpoints logged, over 150 sales programs streamlined, and more than 100,000 app downloads in 18 months. SMI also saw renewal rates for first-time ticket buyers rise 12% when fans used the Uphoria app.

Speedway Motorsports, Inc.

Mike Burch

Chief Strategy Officer