Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing The Evolution of Ticket Sales – Matt Peterson, SF Giants
Jul 15, 2025
Matt Peterson, Vice President of Ticket Sales and Premium Seating at the San Francisco Giants, shares his 26-year journey through the sports sales industry. He discusses the transformation from paper to digital ticketing and emphasizes the role of data in pricing strategies. Peterson reveals how the Giants innovate fan experiences with premium offerings and technology. He also highlights the team's strong organizational culture and commitment to community engagement, showcasing the collaboration between sales, marketing, and analytics that drives success.
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Humble Start Led To Long Career
- Matt Peterson started in sports selling mini plans for a AAA team while at University of Arizona and learned sales fundamentals on the job.
- He later moved to the Padres and then joined the Giants, where he has worked 19 years across every sales vertical.
Ticketing Shifted From Paper To Data
- Ticketing evolved from paper order forms and white pages dialing to data-rich, efficient digital systems.
- This transformation multiplied speed and scale and set the stage for AI and future automation.
Flexibility Boosts Renewals
- Offering flexible packages and unlimited exchanges raised utilization and drove renewal rates to the low 90s.
- High utilization correlates strongly with retention and stabilizes season-ticket revenue.
