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Finding Future Fandom for College Sports - 2024 IAF · 35:27

The panel discussion explores how data-driven strategies are transforming college athletics by enhancing fan engagement, retention, and monetization. Experts from NCAA, Learfield, and universities highlight the importance of building unified fan databases, leveraging segmentation, and applying insights to improve ROI through ticketing, sponsorships, and personalized outreach. The conversation emphasizes actionable steps for schools of all sizes to use data effectively without being overwhelmed. Key Topics: - Building and leveraging fan databases for engagement and revenue growth. - Data-driven decision-making in ticketing, retention, and segmentation strategies. - Bridging gaps between athletics, development, and marketing to maximize long-term fandom and sponsorship opportunities. Chapters: 00:00 – Introduction & Panel Setup 01:30 – Why Data Matters in College Athletics 04:50 – Building the NCAA Fan Database (Jess Gelman) 09:20 – The Data Journey for Universities (Travis Cameron) 13:30 – Learfield’s Approach to Fan Insights (Ben Mathan) 17:45 – Expanding Beyond Football & Basketball (Brian Higgins) 21:30 – Case Studies: Lacrosse & Field Hockey Engagement 25:10 – Student Retention & Ticketing Strategies 29:00 – Applying Pro Sports Lessons to College Athletics 32:30 – Overcoming Fear of Data & Practical Steps 34:50 – Closing Thoughts & Key Takeaways

July 24, 2025

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