Discussion focuses on allocating marketing budget to capture fan contact info instead of chasing immediate ticket sales. Topics include recommended budget splits, using sponsors to boost perceived value, running opt-in campaigns independently, and follow-up plus segmentation strategies. Practical examples and a lead generation checklist highlight how growing a database lowers future ad costs and fuels long-term revenue.
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insights INSIGHT
Most Budgets Overweight Immediate Ticket Sales
Teams typically spend 80–90% of marketing budget on single-game ticket sales and neglect list growth.
Jeremy Neisser argues allocating budget to lead generation seeds future ticket sales and lowers future ad costs.
volunteer_activism ADVICE
Collect Contacts — Not Immediate Sales
Do treat lead generation as capturing fan information, not immediate sales.
Collect emails, zip codes and interest data so future ads target people who already know and trust you.
insights INSIGHT
Lead Gen Is Planting Seeds For Sales
Ticket sales are the harvest and lead gen is planting seeds for future growth.
Growing your database gives sales warmer leads and reduces reliance on costly prospecting ads.
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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 Podcast