Case Study: Orlando Magic achieves higher ticket revenue and improved fan experience with SAS Analytics

Instant access to information helps the Orlando Magic up their game and the fan’s experience

The Orlando Magic used analytics to turn a small-market disadvantage into a competitive advantage. Facing rising player salaries, a robust secondary ticket market and the constant challenge of filling 41 home games, the club needed to boost ticket renewals, optimize pricing and personalize the fan experience to protect and grow revenue.

By deploying SAS Analytics and SAS Data Management to combine ticketing, concession, merchandise and secondary-market data, the team built decision-tree models and automated processes to score renewal risk, target “fence sitters,” optimize pricing and inform game and lineup decisions. The result: faster, everyday access to insights, a season-ticket base as large as 14,200, and strong financial gains — roughly a 50% lift in ticket revenue in year one and about 75% growth over three years — helping the Magic rank among the NBA’s top revenue earners despite a smaller market.

Orlando Magic

Alex Martins

CEO