How to Project Next Season's Budget

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In this episode of The Sports Marketing Machine, Jeremy Neisser breaks down a simple, data-driven way to build — and defend — your marketing budget. Forget complicated spreadsheets and vague “awareness goals.” Jeremy shows how using your single game ROI as your north star can turn every budget request into a business case. Learn how to project spend, justify investment, and track your performance with a system built specifically for sports teams.

Key Topics Covered

• The easiest way to calculate single game ROI (and why it’s your strongest budget tool)
• How to project next year’s budget using last year’s data
• Proving efficiency gains to leadership with small, measurable improvements
• The 70-30 rule for smart budget allocation (sales vs. awareness)
• Why simplicity sells: how to make your budget “bulletproof” in one conversation
• Tracking ROI month-by-month like an investor — not a guesser
• Turning your marketing budget into an investment plan

Chapters

00:00 – Building a Marketing Budget Framework
 01:01 – Understanding Single Game ROI
 04:05 – Projecting Future Budgets with Historical Data
 07:53 – Improving Marketing Efficiency
 10:10 – The 70-30 Rule for Budget Allocation
 12:35 – Tracking ROI and Adjusting Strategies
 14:54 – Key Takeaways for Marketing Directors

Call to Action

Want help connecting your ad data to your ticketing results so your next budget meeting is a breeze? Head to SportsMarketingMachine.com
to grab time with Jeremy and build your marketing ROI dashboard.

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Episodes mentioned: 

Episode 67 – Why Your Return On Ad Spend (ROAS) is WRONG – Case Study

Episode 111 – Building Your Marketing Budget Like a Funnel: Awareness to Action

Episode 125 – “I Saw Your Ad—But Didn’t Buy”: Fixing the Fan Follow-Up Funnel

Episode 121 – How Video Content Makes Paid Traffic Easier (and Cheaper)

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