Case Study: Tampa Bay Lightning achieves 3x email engagement and boosts ticket renewals with Oracle Eloqua

Champion Tampa Bay Lightning celebrate with fans using Oracle Cloud

The Tampa Bay Lightning, fresh off the 2020 NHL championship, faced major uncertainty from COVID-19 about schedules, attendance and season-ticket renewals. With 5,500 season-ticket holders and many fans unsure about renewing, the team needed a way to keep supporters informed and engaged without creating message fatigue.

By adopting Oracle Eloqua for personalized, segmented email marketing—using custom data objects, dynamic content, responsive templates and preference controls—the Lightning reduced sends while improving relevance. Engagement rose from 12% to over 40%, the contact list was trimmed from ~500,000 to ~200,000 highly engaged recipients, targeted outreach helped recover renewals and generated at least $160,000 in ticket revenue, and cross-team collaboration increased.

Tampa Bay Lightning

Christina Kori

Digital Marketing Manager