Case Study: The San Jose Sharks achieve 12% ticket revenue growth and 20% reduction in season-ticket churn with SAP Sales Cloud

The San Jose Sharks Optimize Marketing with SAP Data Warehouse Cloud

The San Jose Sharks, a professional sports organization, needed a 360-degree view of fans to better link marketing and communications to ticket sales, engagement, and season-ticket renewals. With reporting siloed across ticketing and CRM systems, the team lacked insight into how email and digital campaigns drove revenue and fan loyalty—critical gaps for reducing churn and maximizing limited IT resources.

By implementing SAP Data Warehouse Cloud and SAP Analytics Cloud on SAP BTP, the Sharks created a single source of truth that unites ticketing, sales, and marketing data and enables self-serve analytics and real-time visualizations. The solution is managed by a small team, quickly scales, and has driven meaningful outcomes: an expected 12% increase in ticket revenue, a projected 20% reduction in season-ticket churn, and a 37% improvement in campaign effectiveness.

The San Jose Sharks

Neda Tabatabaie

VP, Business Analytics & Technology