Send us a text

In this episode of the Sports Marketing Machine podcast, Jeremy Neisser discusses the often-overlooked aspect of lead generation in sports marketing. He emphasizes the importance of allocating a portion of the marketing budget to grow the fan database, rather than solely focusing on immediate ticket sales. Neisser outlines effective strategies for lead generation, including involving sponsors, creating compelling offers, and implementing follow-up plans. He also provides insights on budgeting for lead generation and the long-term benefits of building a larger audience.


Takeaways

• Most teams allocate 80-90% of their budget to single game ticket sales.
• Lead generation should be a key focus for sports teams.
• Growing your database is essential for long-term success.
• Lead generation is about capturing fan information, not immediate sales.
• Involving sponsors can enhance lead generation campaigns.
• High perceived value offers attract more participants.
• Follow-up is crucial after lead generation campaigns.
• Budgeting for lead generation should be a priority.
• Teams should think strategically about audience building.
• Lead generation is an investment in future ticket sales.

This episode makes the case that lead generation isn’t optional—it’s a core revenue strategy. Teams that dedicate real budget to list growth lower future ad costs, stop burning out their database, and give sales teams warmer leads to work. Whether sponsor-powered or self-funded, the key is high perceived value, simple opt-ins, fast follow-up, and intentional segmentation. Teams that treat lead gen as an investment—not an expense—build momentum that pays off all season long.

Chapters

00:00 Introduction to Lead Generation in Sports Marketing
02:35 The Importance of Growing Your Database
05:52 Lead Generation Strategies and Sponsor Involvement
08:42 Creating Compelling Offers for Lead Generation
11:54 Follow-Up Strategies for Lead Generation
14:37 Budgeting for Lead Generation in Sports Marketing
17:51 Key Takeaways and Action Steps

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

Meta ads didn’t “break” — they evolved. In this episode, Jeremy explains (in plain English) what actually changed inside Meta over the last few months and why the old playbook of tight targeting, lookalikes, and lots of small campaigns no longer works. If you’re trying to sell more tickets in 2026, this episode gives you a clearer, simpler framework built around creative, behavior, and momentum — not guesswork.

Key Topics Covered

• Why Meta Platforms knows less about fans — and why that’s not a bad thing
• How privacy changes permanently weakened interest targeting and lookalike audiences
• The shift from labels (sports fan, parent, local) to behavior-based learning
• Why creative now does the targeting — not audience checkboxes
• How too many small campaigns quietly kill performance
• Why fewer campaigns + more creative = better results
• The real minimum budgets Meta needs to learn and optimize
• How sports teams can let fans “self-identify” through engagement

Episode Chapters

• 00:00 – Why Meta ads feel broken right now
• 01:03 – What actually changed inside Meta
• 03:28 – Why interest targeting is fuzzy (and always will be)
• 05:49 – Why lookalike audiences are slower and less predictable
• 08:03 – The biggest shift: Meta learns from behavior, not labels
• 10:14 – Creative as targeting: showing moments, not audiences
• 12:14 – Campaign structure mistakes teams keep making
• 14:24 – The new Meta mindset: clear beats clever
• 15:39 – Homework, next steps, and final takeaways

Tactical Takeaways

• Stop asking “Who should we target?” — start asking “What moment are we showing?”
• Let Meta learn from scroll-stopping content, not assumptions
• Consolidate campaigns so Meta gets enough data to optimize
• Feed the algorithm with real fan experiences, not generic graphics
• Clarity sells tickets better than cleverness

Call to Action

If this episode helped clarify where Meta ads are actually heading, share it with someone on your team who’s frustrated with paid ads right now.
And if you want to pressure-test your current Meta setup, head to the website and book a quick call — even if it’s just to sanity-check what you’re running.

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

Marketing predictions are everywhere—but most don’t help sell tickets. In Episode 146, Jeremy Neisser shares 13 practical marketing predictions for 2026, filtered through one question: does this sell more tickets, or is it busy work? This episode focuses on controlling the buying moment, personalization, signal-based marketing, and why the revenue loop replaces the funnel.

Key Topics Covered

• Personalization as a ticket-sales differentiator
• Creative as the new media buyer
• Signals over pixels (Buyer data)
• Saves, comments, & DMs as buying intent
• Zero-click checkout & social selling
• Data reclamation from marketplaces
• First-click ownership as a revenue KPI
• Warm audiences vs. cold acquisition

Chapters

00:00 Introduction
01:08 Personalization
04:31 Creative as Media Buyer
06:51 Signals Over Pixels
10:34 DMs as Soft Leads
12:56 Zero-Click Checkout
15:15 Social Selling
18:04 Data Reclamation
19:58 First-Click Ownership
21:26 Warm vs Cold
23:49 Per Persona Campaigns
25:10 Marketing as Inside Sales
26:35 Revenue Loop

Supporting Links

https://www.jonloomer.com/meta-advertising-changes-2025/
https://www.jonloomer.com/understand-meta-advertising-8-episodes/
https://www.jonloomer.com/interactions-post-engagement/
https://www.emarketer.com/content/social-commerce-2024
https://www.insiderintelligence.com/insights/social-commerce/
https://www.brightedge.com/resources/webinars/owning-the-first-click
https://www.thinkwithgoogle.com/marketing-strategies/search/brand-vs-non-brand-search/
https://www.grandviewresearch.com/industry-analysis/secondary-ticket-market
https://baymard.com/lists/cart-abandonment-rate
https://baymard.com/blog/checkout-usability
https://www.wordstream.com/blog/ws/2015/03/02/retargeting
https://www.hubspot.com/marketing-statistics
https://www.facebook.com/business/help/146787991656572?id=561906377587030
https://hbr.org/2016/07/ending-the-war-between-sales-and-marketing
https://www.forrester.com/blogs/b2c-marketing-and-sales-alignment/
https://www.meta.com/business/help/1438417719786914

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

In this episode, Jeremy Neisser reviews his previous predictions for sports marketing and fan engagement for 2025, assessing where he was right, where he was wrong, and what the implications are for 2026. He discusses the impact of AI and personalization, the shift towards membership models, the rise of short form video, the importance of user-generated content, and the challenges of holistic attribution. He also delves into the complexities of Name, Image, and Likeness (NIL) in sports, donor engagement strategies, and the significance of focusing on fan quality over quantity.

Key Themes Covered

• AI & personalization (where it works and where it doesn’t)
• The continued shift from season tickets → membership models
• Short-form video becoming the backbone of ticket marketing
• Why creative is now the targeting
• The messy reality of attribution
• NIL’s impact on ticket sales and sponsorships
• Donor engagement at scale
• Why fan quality matters more than fan quantity

Takeaways

• AI and personalization are crucial for sports marketing success.
• Membership models are replacing traditional season tickets.
• Short form video has become essential for engaging fans.
• User-generated content builds trust and engagement.
• Holistic attribution is challenging but necessary for understanding marketing impact.
• NIL has complicated the landscape of college athletics.
• Donors seek meaningful engagement beyond transactions.
• NIL platforms need to simplify for small market teams.
• Focusing on fan quality leads to better outcomes than quantity.
• Auditing marketing strategies is essential for future success.

Chapters

00:00 Introduction and Self-Audit of Predictions
01:01 AI and Personalization in Sports Marketing
03:54 Membership Models and Fan Engagement
05:46 The Rise of Short Form Video
08:04 User-Generated Content and Micro Influencers
09:28 Holistic Attribution Challenges
13:11 Navigating Name, Image, and Likeness (NIL)
16:31 Donor Engagement and Experience
18:54 NIL Platforms and Market Scaling
20:20 The Importance of Fan Quality Over Quantity
22:13 Conclusion and Advice for 2026

Links Mentioned in This Episode

• Episode 95 – 12 Marketing & Fan Engagement Predictions for 2025
• 80/20 Principle (Pareto Principle)
• Sports Marketing Machine Strategy Call

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

The marketing landscape changed fast in 2025—and sports teams felt it in their revenue. In this episode of the Sports Marketing Machine, Jeremy Neisser breaks down 13 real-world marketing lessons that directly impacted ticket sales, renewals, and average order value. No trends, no platforms, no vanity metrics—just the decisions that actually showed up on the revenue report and matter heading into 2026.

Key Topics Covered

• Why buying friction quietly kills impulse ticket sales
• How revenue exposes bad marketing faster than engagement metrics
• Why timing beats messaging when it comes to conversions
• The costly mistake of choosing clever over clear
• How personalization (not tech) drove higher sales
• Why owned channels became the safest revenue engine
• How creative replaced targeting in paid media
• Why familiar offers outperform “new and shiny” ideas
• Bundles vs. discounts—and why bundles win
• The overlooked revenue power of single-game buyers
• How promotions train (or damage) fan behavior
• Why retention quietly became cheaper than acquisition
• How top teams turned marketing into a revenue system, not a department

Episode Chapters / Timestamps

• 00:00 – Why these aren’t trends, platforms, or vanity metrics
• 01:30 – Lesson 1: Buying friction kills impulse sales
• 04:53 – Lesson 2: Revenue exposes bad marketing
• 07:15 – Lesson 3: Timing > messaging
• 09:07 – Lesson 4: Clarity always beats cleverness
• 10:54 – Lesson 5: Personalization as a revenue lever
• 13:32 – Lesson 6: Owned channels = owned revenue
• 15:28 – Lesson 7: Creative became the new targeting
• 17:24 – Lesson 8: Familiarity sells faster than novelty
• 19:20 – Lesson 9: Bundles beat discounts
• 20:17 – Lesson 10: Single-game buyers as a growth engine
• 21:42 – Lesson 11: Promotions train fan behavior
• 23:09 – Lesson 12: Retention beats acquisition
• 25:00 – Lesson 13: Marketing as a revenue system

Call to Action

If this episode sparked an idea—or exposed something you need to fix—reach out at sportsmarketingmachine.com or connect with Jeremy on LinkedIn. And if alignment still isn’t happening between sales and marketing on your team, this episode is required listening.

Why This Episode Matters

The teams that won in 2025 didn’t shout louder or spend more—they reduced friction, showed up at the right moment, personalized their offers, and aligned sales, marketing, and data around revenue. These 13 lessons are your blueprint for turning marketing into predictable ticket sales in 2026.

Links mentioned:

Episode 140: Mystery Park Promo that Sold 700 Tickets

Episode 137: Make Your Black Friday/Cyber Monday Offer So Good!

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

The way fans decide where to spend their money has fundamentally changed—and many sports teams are still marketing like it hasn’t. In this episode, Jeremy Neisser breaks down the post-COVID “experience shift” and explains why fans are choosing experiences over products, convenience, and even price. By studying how restaurants reinvented themselves after COVID, Jeremy shows sports marketers how to drive urgency, attention, and ticket sales by turning games into moments worth sharing.

Key Topics Covered

• How consumer behavior shifted dramatically after COVID—and why it didn’t “go back to normal”
• The rise of the experience economy and why experiential spending has exploded since 2019
• Why restaurants leaned into the weird, the wacky, and the visually shareable
• What “the experience is the marketing” actually means for sports teams
• How social media now directly influences purchasing decisions, not just awareness
• Why Millennials and Gen Z choose events based on what they see online
• How attention and urgency outperform discounts and promotions
• What every game needs to have to stand out in a crowded entertainment market

Timestamps

• 00:00 – The post-COVID landscape and the experience shift
• 02:35 – Why restaurants are the best case study for sports marketers
• 05:45 – The experience economy and why attention beats paid media
• 08:33 – Social media as a buying decision, not a branding tool
• 11:51 – What sports teams should steal from restaurant marketing
• 13:30 – Selling moments instead of schedules and discounts
• 15:51 – Final takeaway: how experiences create urgency and revenue

Links mentioned:

1. Forbes – Experience Economy Growth Post-COVID
   https://www.forbes.com/sites/jefffromm/2023/11/09/gen-z-and-affluent-consumers-are-re-shaping-the-experience-economy/
2. Restaurant Dive – Thriving in the Experience Economy
   https://www.restaurantdive.com/spons/how-restaurants-can-thrive-in-the-experience-economy/728365/
3. Restaurant Social Media Statistics (Discovery → Purchase)
   https://cropink.com/restaurant-social-media-statistics
4. Deloitte – Social-First Restaurants & Revenue Growth
   https://www.deloittedigital.com/us/en/insights/perspective/social-media-strategies-restaurants.html
5. Gen Z & Social Food Trends
   https://www.fb101.com/why-84-of-gen-z-are-trying-social-media-food-trends-and-what-that-means-for-restaurant-marketing/
6. Episode 90: How Chili’s Leveraged User-Generated Content to Driv

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

In this episode, Jeremy breaks down one of the most overlooked—but most profitable—windows in the entire sports marketing calendar: Q5, the five-to-seven-day stretch between Christmas and New Year’s. While big advertisers shut down campaigns and CPMs plummet, fans are at home scrolling with gift cards, holiday cash, and a “treat yourself” mindset. Jeremy explains why Q5 consistently delivers cheaper traffic, higher conversions, and a massive edge for teams who prepare simple, compelling offers. You’ll walk away with tactical ideas, best practices, and pitfalls to avoid so you can win that week without increasing your budget.

Key Topics Covered

• What Q5 is and why marketers consider it the “hidden fifth quarter.”
• Why ad costs drop 20–50% and how sports teams can capitalize
• The psychological mindset of fans between Christmas and New Year’s
• The four big benefits of Q5: cheaper ads, impulse buying, treat-yourself energy, and better-performing creative
• Tactical promos perfect for Q5: mystery packs, January/February packs, flash offers, family-focused bundles
• Why storytelling ads and light content crush during this window
• What NOT to do during Q5 (complicated offers, pausing spend, ignoring warm audiences)
• How Q5 builds momentum for January–March ticket sales

Suggested Timestamps

00:00 — What is Q5 and why sports teams ignore it
01:06 — Why advertisers disappear (and why that's good for you)
03:33 — Cheaper CPMs, CPCs, and conversions: the Q5 advantage
05:55 — The “treat yourself” mindset and holiday buyer psychology
08:15 — Q5 offer ideas: mystery packs, winter ticket packs, flash promos
10:27 — Using content to cheaply warm audiences
11:38 — Q5 cautions and best practices
12:49 — Final thoughts + why Q5 is the easiest win of the year

Call to Action

Got a Q5 idea you want to pressure test? Want help shaping an offer, promotion, or ad angle for that week? Send Jeremy a message or schedule a quick 10–20 minute call to brainstorm your Q5 plan and set up your January–March sales for a major lift.

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine

Send us a text

Buyout nights are one of the most misunderstood tools in sports marketing. Some teams swear by them — others won’t touch them with a ten-foot pole. In this episode, Jeremy breaks down exactly why buyout nights can be a revenue machine and a sponsor slam dunk… but also how they can quietly erode your ticketing strategy, overwhelm your operations, and reposition your brand as the “free entertainment option” in your community.

You’ll learn the financial upside, the hidden dangers, the operational realities, and a step-by-step framework for running buyout nights with intention — including the essential data capture, segmentation, bounce-back offers, and sponsor recaps that turn a one-night giveaway into long-term revenue.

Whether you’ve done buyout nights for years or you’re debating your first one, this episode gives you the guardrails you need to do them right.

Key Topics Covered:

✔ Why Buyout Nights Work — When They Work

• Guaranteed revenue upfront, regardless of opponent, weather, or win-loss record
• Perfect for teams in unpredictable climates or with volatile attendance rhythms
• Creates a “manufactured” packed house that directly enhances game entertainment
• Strengthens sponsor relationships through visibility, goodwill, and community impact
• Functions as a massive sampling event for new or casual fans
• Acts as one of the cheapest fan acquisition channels when data is captured properly

✔ The Hidden Downsides Most Teams Ignore

• Training your market to wait for free tickets (the “coupon culture” problem)
• Risk of season ticket holders questioning their investment
• Free/discounted attendees spend less, engage less, and convert less
• Turning your brand into the low-price entertainment option in town
• Sponsor expectations ballooning after their first successful buyout night
• Operational meltdowns when attendance jumps from 2,000 to 7,000 unexpectedly
• Lost marketing value if fan data isn’t collected every single time

✔ Why Email & Contact Capture Is Non-Negotiable

• Turning “visitors” into “buyers” starts with having their information
• Free ticket = free lead… only if you set the system up correctly
• Simple Google Form strategy: name, email, phone, zip, and one qualifying question
• How these leads power future meta audiences, family offers, and retargeting campaigns
• Why collecting data turns buyout night into one of your highest ROI events of the season

Timestamps

00:00 — Introduction: Why buyout nights spark so much debate
01:30 — The benefits: guaranteed revenue, packed buildings, sponsor wins
04:02 — How buyout nights boost community goodwill and brand visibility
06:06 — The lead-generation opportunities teams often miss
09:02 — The downside: discount culture, low-value fans, and pricing damage
12:50 — Operational challenges when attendance explodes overnight
14:49 — The secret sauce: bounce-backs, segmentation, sponsor POP recaps
17:23 — Final takeaways: Intentional vs. accidental buyout nights

Call to Action

Thinking about running a buyout night? Not sure how to price it, structure it, or avoid the pitfalls? Reach out and schedule a call — Jeremy can help you build a buyout stra

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine