Case Study: Harlem Globetrotters achieves 10%+ attendance growth and actionable customer insights with Ticketmaster LiveAnalytics

Gaining Actionable Insights to Drive Business Growth

The Harlem Globetrotters, an iconic exhibition basketball team playing roughly 350 games in 250+ venues over a 16-week period, faced a challenge: they had a large customer data set but no tools to analyze it and turn insights into ticket growth. To address this, they partnered with Ticketmaster and specifically engaged Ticketmaster’s LiveAnalytics team to standardize and analyze their customer information.

Ticketmaster’s LiveAnalytics performed a buyer analysis that produced clear, actionable insights, enabling the Globetrotters to launch targeted email loyalty offers, refine pricing based on household income, improve internal marketing processes, and pursue regional sponsorships. As a result of the Ticketmaster engagement, the Globetrotters saw measurable impact including more than 10% growth in attendance and faster, more informed marketing and partnership initiatives.

Harlem Globetrotters

Mike Kenney

EVP Live Event Marketing