“For years, a lot of companies told us that they had bigger fish to fry than keep track of their sports tickets and how they are used,” Knopp said. “And our response was always, ‘Do you have any other marketing campaigns that you spend $10 million on, that you don’t track?”
The database allows companies to sort by clients taken to the game, the executive who takes them, as well as the team and the venue where most of the business takes place. It also helps companies compile a comprehensive list of their spending for the tax deduction that they can take from going to the game as a business expense.
Knopp says Corporate Events Group has 12 companies that spend more than $4 million on tickets as clients, as well as a host of brands that spend less.
“We had one company that had Tampa Bay Rays tickets and used 9 percent of the total inventory on the season,” Knopp said. “That investment obviously had to be scaled back. We think that it’s realistic for a company to use between 78 and 85 percent of the tickets they buy.
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