Selling single-game tickets in today’s sports landscape takes more than awareness alone. Weather volatility, competing events, roster changes, and shifting fan interest can all impact demand week to week. To navigate that complexity, NC Courage partnered with Inmar Intelligence to build a flexible, data-driven performance marketing campaign designed to adapt throughout the season.
The results speak for themselves:
A 39% year-over-year increase in single-game ticket sales and more than 107K tickets sold — the most in club history.
The Challenge
Like many sports organizations, NC Courage needed to grow ticket sales in an environment where external factors constantly change. Their priorities were clear:
- Increase single-game ticket sales
- Build a scalable marketing framework that could be reused season after season
That required a strategy tied directly to ticket purchases.
A Smarter, Conversion-Led Sports Marketing Strategy
Inmar deployed a structured, test-and-learn approach across the full season, treating each match as its own demand environment. This allowed the team to continuously evaluate and refine channel mix, creative, audiences, and performance signals.
Key campaign success drivers included:
- Multi-channel activation: Social conversion and Google Suite–inclusive of search, display, and YouTube–emerged as the strongest ticket drivers.
- Culturally resonant creative: Themes like Pride, Barbie, and Friends outperformed standard assets, especially on social, delivering 25% higher CTR and 27% higher ROAS compared to average performance.
- Ongoing audience & creative optimization: Aligned creative and audience optimization with channel consolidation. Leveraged CRM and lookalike audiences, which outperformed other segments. Eliminated underperforming media and streamlined creative volume to focus on maximizing purchases.
The Results: A Record-Breaking Season
The impact of a disciplined, multi-channel sports marketing strategy was undeniable:
- 39% increase in single ticket sales YOY
- A total of 107K+ tickets sold, a franchise record
- 104M total impressions and 500K+ fans reached
- CPA under $26
Why It Matters for Sports Marketers
This case study reinforces a simple truth for sports marketers: the teams that win off the field are the ones using data, audience intelligence, and multi-channel optimization to turn fan passion into attendance.
Contact us via the form to learn how Inmar helps teams turn fanhood into outcomes.