Case Study: Miami HEAT achieves 30% ticket sales growth and gains fan insights with Ticketmaster Presence

Miami Heat Driving Business Growth Through Fan Insights

Miami HEAT faced a challenge: paper and PDF tickets left arriving fans anonymous, preventing the team from identifying attendees, understanding transfer behavior, and building direct relationships. To solve this, Miami HEAT partnered with Ticketmaster and adopted its Presence digital ticketing platform to move to mobile-only entry and capture richer fan data.

Ticketmaster implemented Presence®, replacing paper tickets with digital passes that link each entry to a Ticketmaster account, revealing chain-of-custody for transfers, surfacing new-to-file fans, reducing fraud, and enabling one-to-one fan engagement and streamlined operations. Those insights helped inform business decisions and drove measurable results for Miami HEAT — including a 30% year-over-year increase in ticket sales.

Miami HEAT

Matthew Jafarian

Vice President, Digital Strategy & Innovation