Sports Marketing Machine Podcast
If you're a sports executive or digital marketer working to fill seats, drive ticket sales, and grow your fan base, the Sports Marketing Machine Show is for you! Award-winning sports marketing veteran host, Jeremy Neisser brings with him over 21 years of experience in sports marketing and shares We'll cover all aspects of marketing including digital advertising, social media strategy, branding, customer relationship management, and how to best use analytics to measure success. With interviews from experts in digital marketing and sports industry veterans, you’ll be sure to find some helpful tips on how to engage more with your fans – all while having fun learning. Tune into Sports Marketing Machine for tips and advice on how to grow your fan base and sell more tickets.
Episodes
Jeremy Neisser takes a week off the tactics to ask the question underneath all of them: what business is your sports team actually in? A sideline conversation with a Chick-fil-A owner — McDonald's is in the burger business, Chick-fil-A is in the community growing business — becomes the frame for a complete rethink of what a ticket transaction really is.
This is a solo episode recorded in the days af...
The last episode set the size of your marketing budget. This one decides where every dollar goes — because you can have exactly the right number and still spend it in all the wrong places. Jeremy breaks a sports marketing budget into three buckets (top, middle, and bottom of funnel), lays out a 45-30-25 starting allocation for a balanced live-event team, and shows why most teams are closer to 80-15-5.
Budget season starts the same way at most sports teams: pull last year's marketing number, add a few percent, move on.
In Episode 181, Jeremy Neisser makes the case for building the marketing budget from the revenue goal backward instead — take your single game ticket revenue target, divide it by four, and start the conversation there.
He breaks down why four to one is the right baseline (and what it...
Sales are soft for Friday's game and someone says the word every ticket office reaches for: discount. Jeremy Neisser makes the case that a price cut and a value add are two completely different promotions — one lowers what fans expect to pay from here on out, the other raises what they believe they're getting. He walks through the research on reference pricing, a study of MLB bobblehead promotions from 2012 to...
Teams describe what they sell. Fans describe what they're doing. Nobody at home says "let's buy a five-game flex plan this summer" — they say "what are we doing Friday night?" In Episode 179, Jeremy Neisser breaks down four rules for closing that gap: write for the first timer, sell what your buyer was already trying to do, make your offer repeatable, and stop making your team the main character. It's a practi...
Some of the cheapest, easiest promotions to run are the ones fans are already doing on their own. In Episode 178, Jeremy Neisser breaks down two low-maintenance promotional nights built entirely on existing demand: hosting fantasy football drafts in your suites and running a fidget trading meetup for families. Both come with real pricing examples, a small tweak that turns a one-night rental into future attendance, a...
In the finale of the three-part Fan Journeys series, Jeremy Neisser shows sports teams how to stop losing fans by finding their single biggest leak and fixing it before touching anything else. He hands you a three-number diagnostic that pinpoints exactly where fans drop off, then walks through the specific email automations that close the capture gap, the relevance gap, and the re-engagement gap. If you've ever felt...
Every team loses fans in the same three places — and most have no idea it's happening. In Part 2 of the Fan Journey series, Jeremy Neisser pinpoints the capture gap, the relevance gap, and the re-engagement gap: exactly where fans exit before they should and why the pattern repeats regardless of league, sport, or market size. You'll learn how these leaks compound season after season, and get a simple exercise ...
Most marketing directors couldn't draw their own fan marketing process on a whiteboard — and that gap is quietly costing their team repeat buyers.
In Part 1 of this three-part series, Jeremy Neisser introduces the Fan Journey: a five-stage framework (Capture, Know, Respond, Return, Grow) that turns a scattered list of tactics into a system you can actually steer. You'll learn why your team is already runn...
Most teams push mini plans hard from October through March, then go silent the moment the season starts — right when they're creating new fans at every home game. In Episode 174, Jeremy Neisser makes the case that your warmest mini plan prospect is the fan driving home from tonight's game, not a cold name from last winter. He breaks down the psychology of selling to fans while the experience is still fresh, wh...
Most sports teams know exactly who their fans are — the fireworks families, the premium buyers, the last-minute deal seekers — and still send every one of them the same email blast. In Episode 173, Jeremy Neisser uses a simple ice cream shop analogy to show why that quietly drives fans away, and why the fix isn't better copy or a new platform. It's a system that responds to fan behavior after the send. I...
Your promotions page is live, but half your nights are just names — "Taylor Swift Night," "Oil Field Appreciation Weekend" — with no details. A promotion with no details doesn't sell tickets, even when the night itself is great.
In Episode 172, Jeremy Neisser breaks down the Minimum Viable Promo: the smallest concrete detail you can add today so a first-time visitor understands why a night is worth ...
Email is the channel sports teams use the most and get the least out of. In Episode 171, Jeremy Neisser breaks down why batch-and-blast sending leaves money on the table — 70 to 75% cart abandonment, 80 to 85% of single-game fans never returning — and lays out the fix: a lifecycle email system built on six behavior-triggered journeys, layered with persona-specific messaging. If you want higher open rates...
Most group sales reps are order takers. The buyer asks for a date, the rep says yes, and the marquee game ends up at 55% capacity while groups scatter across midweek nights with no draw. In Episode 170 of the Sports Marketing Machine Podcast, Jeremy Neisser closes out the Group Sales 101 series by breaking down the most strategic piece of the puzzle: building an A / B / C game calendar before the season starts, lead...
The same friction that quietly kills conversions on your group sales page is killing your reps' email responses too — same problem, just a different channel.
In Part 2 of the Group Sales 101 series, Jeremy Neisser walks through the four-question friction test for cold outreach, the caveman test that exposes a hard-to-read email in 10 seconds, and a real-world rewrite that tripled one rep's response rate w...
Most group sales reps are losing deals before they ever hit send.
In Part 1 of a new three-part group sales series, Jeremy Neisser breaks down why one email template going to every organization on your list is quietly capping your response rate — and how reframing every pitch around the buyer's goal (fellowship, recognition, memories) instead of your ticket inventory tripled one rep's response rate in a m...
In Episode 167 of the Sports Marketing Machine Podcast, Jeremy Neisser breaks down the strategic value of outsourcing marketing functions inside a sports organization. Instead of anchoring the conversation on agency fees, Jeremy reframes it around leverage — how external support frees internal capacity so your best people can focus on the relationships, sponsorships, and revenue activities that actually move t...
Most sports teams hire an agency to sell more tickets — then evaluate them on impressions, clicks, and CPM. In Episode 166, Jeremy Neisser breaks down why those vanity metrics are misleading, what an outside marketing partner can and can't control, and the conversion-focused metrics that actually tell you whether your agency is earning its fee. A practical episode for any marketing director, ticket sales leade...
You're halfway through the season and the pacing report says you're behind — maybe way behind. This episode breaks down the three levels of being behind pace, how to diagnose the actual problem instead of panic-marketing your way into a deeper hole, and the strategic paths forward depending on how far off target you really are. Jeremy shares a daily pacing tracker template and explains why protecting future va...
In this tactical follow-up episode, Jeremy Neisser breaks down how sports teams can create a more consistent fan experience by building a simple “Always Do” and “Never Do” customer service framework. Instead of chasing perfection, teams should focus on clarity, repeatability, and organization-wide adoption so every fan interaction feels easier, smoother, and more intentional.
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