A presentation by Jack Sumner, Chief Information Officer of the LPGA, September 2013 to the JAX Chamber IT Council. Includes insights on the Fan Cost Index, Ecosystem of Sports CRM, Social CRM, and creating actionable insights. Several B2C and B2B case studies.

1. CRM IN SPORTS &
ENTERTAINMENT
8:00 – 8:45AM
TUESDAY, SEPTEMBER 24, 2013
FSCJ'S ADVANCED TECHNOLOGY CENTER
401 STATE STREET W
JACKSONVILLE, FL
SPEAKER
JACK SUMNER CHIEF INFORMATION OFFICER, LPGA

2. WHAT IS THE LPGA?
Where we started…
The Ladies Professional Golf Association (LPGA) was founded by 13 revolutionary women in 1950. Their vision
– which still powers the organization today – was to inspire, empower, educate and entertain by showcasing
the best female golf professionals in the world.
Each week the LPGA celebrates women’s achievements, strives to inspire girls and women around the world to
attain their full potential, and positively impacts the communities it touches. The LPGA bases its business on
three important tenets – Global, Partnership and Responsibility.
2

3. WHAT IS THE LPGA?
Highest purse average in 20
years
Best TV coverage in LPGA
Tour history
Golf’s only global tour
traveling to 14 different
countries
11 new Marketing
Partners in past 2 years
8 new Tournaments in
past 2 years
LPGA events ratings on
Golf Channel are up 40%
vs. 2012
300+ hours of tournament
television coverage, the
most in the Tour’s history
On average, an LPGA
events sees 2.2 million
viewers tune in
throughout the week
Over 13 million unique
visitors on LPGA.com, up
21% from 2012
Average weekly visitors on
LPGA.com is up 22% for
2012
“The most fan-friendly
league in sports”
- Sports Illustrated
“LPGA has a lot to be
excited about in 2013”
- ESPN
Tournaments ViewersPartners Media
Stacy Lewis
3
Where We Are Today…

4. THE LPGA ECOSYSTEM
4

5. • The Sporting Industry market has risen to be over
$213B
• Unfortunately, the cost to be a fan is also on the rise.
The average cost for a family of four (modest
concessions) has risen to:
– NBA $261
– MLB $261
– NFL $427
• Sports teams and leagues must connect with a fan’s
passion to solicit this kind of money.
FAN COST INDEX IS
ON THE RISE
GO TO THE GAME OR WATCH ON TV?

6. • 83% of the sports industry expect flat or declining
ticketing revenue according to the August Turnkey
Sports Industry Opinion
• College Football attendance has declined over the
past four years
• The ‘millennial age’ is here:
– Generation Y (Millennial)
– Only know digital technology
– 1.7 billion globally (3 billion by 2015)
– 45% of world population by 2015
– They are your customers, your sales reps, your field
engineers, your customer service personnel, etc.
GO TO THE GAME OR
WATCH ON TV?
WHAT IS THE MILLENNIAL IMPACT ON MOBILE?

7. • 1.3 billion cell phones sold annually
• Smart phone penetration: >50% by 2015
• Mobile subscribers worldwide:
- 4.5 billion in 2010
- 6.7 billion in 2012
- 8.9 billion in 2017
• Applications downloads worldwide:
- 2.4 billion in 2009
- 7.7 billion in 2011
- 98 billion in 2015
MILLENNIAL IMPACT
ON MOBILE
TEAMS AND LEAGUES EMBRACE TECHNOLOGYSource: Barton Goldenberg, ISM, Inc.

8. SPORTING KANSAS CITY
STADIUM IS YOUR COUCH
• Stadium of the future – The Sporting KC has the
reputation as one of the world’s most tech-savvy teams.
• Keeping fans connected to their smart phones and
tablets was not inexpensive.
– $6.0M for a high-density wireless network with 220 miles of fiber
• Released a very popular mobile app, Uphoria, which
turns an attendee’s smartphone into an in-stadium DVR
– Fans can stream live video of the game on their phones or
tablets from seven different camera angles and rewind the action
from any point, wherever they are in the building.
TEAMS AND LEAGUES EMBRACE B2C CRM

9. BUSINESS TO CONSUMER CRM
CRM ECOSYSTEM IN SPORTS
Today’s mature sports organizations use
CRM to connect with a fan and engage their
passion. The competition is:
• Anything fans spend discretionary dollars on
which could be a movie, a new tv, a night at a
great restaurant, Disneyworld, etc.
• Any local event that is going on during the
game or is a discretionary spend in general.
• They compete with themselves on TV and
other sports on TV..

10. CRM
Custom
Ticketing
Social
Fans
Customer Engagement
Integration with CRM
Social Media Monitoring & Filtering
SIMPLE ECOSYSTEM
OF SPORTS CRM
RetailSales
Concessions
Source: Barton Goldenberg, ISM, Inc.

11. CREATING ACTIONABLE
INSIGHT
ANALYTICS, REPORTING AND EXECUTIVE DASHBOARDS
Standard CRM reporting enables organizations to
increase visibility into the activities and opportunities
for salespeople and management. These functions
include things like:
• Performance metrics
• Contact lists
• Account activities
• Client interactions
How are organizations using analytics to turn Lagging
Indicators (rear-view mirror) into Actionable Insight to increase
performance?

12. CREATING ACTIONABLE
INSIGHT
ANALYTICS, REPORTING AND EXECUTIVE DASHBOARDS
The most advanced sports organizations
identify and integrate the Key Data Sources
(Inside and Outside) of their CRM Solution.
Beyond reporting, analytic
capabilities combine
historical information with
real-time data. Action-
oriented insight can be
gained by tracking key
information.

13. B2C CRM
Examples

14. OKC Thunder
B2C - Fan Engagement
Opportunity: Make the OKC Thunder the most fan-centric organization in professional
sports. The Thunder want their fans to feel like guests rather than a
customer number.
Solution: Deployed a CRM solution to make Thunder the most fan centric
organization in professional sports. Integrated Twitter and Facebook
with their CRM. Deploy analytics including monthly trending reports
that deliver a snapshot view of the current level of customer service to
Thunder executive team.
Results: Created accountability for customer care. Serves as the centralized
repository for all customer information (360 degree view of the
Thunder guests). Ability to measure customer satisfaction. Attained a
Net Promoter Score (NPS) of 91.2 which is more than twice as high the
NBA average. 99% of the guests have rated their overall experience as
“good” or “excellent”

15. OKC Thunder
B2C - Fan Engagement

16. COLORADO ROCKIES
B2C - FAN ENGAGEMENT
Opportunity: Achieve rich engagement with fans at the game through
their mobile phones (AND) Enrich their CRM database with
fans mobile number.
Solution: Built a mobile application for fan engagement during lulls
in the game. Part of a famous song is played and fans are
prompted to identify the lyrics next after the song is
stopped.
Results: The customer database is enriched with mobile numbers.
This allowed the Rockies to reach fans with team news like
lineup changes and trade information as well as special
offers for ticket deals from sponsors. Also allowed the
capture of new fans not in the CRM system.

17. FIFA World Cup
B2C – Fan Customer Service
Opportunity: FIFA needed to properly handle the increased call volume
during the World Cup for South Africa tourism. The World
Cup included 64 matches spread across 9 different cities
and 300,000 first time visitors to the country.
Solution: Deployed a cloud-based CRM system within a few weeks.
Integrated with social media (Twitter, others) with built in
business intelligence capabilities.
Results: FIFA was able to handle and record increased call volume
from 1000 calls per week to 15,000 calls per week. Helped
the understanding and knowledge of the fans and
improved continuing tourism business.

18. Dallas Mavericks
B2C - Fan Exclusive Content

19. University of Miami
B2C - Fan Loyalty

20. Jacksonville Jaguars
B2C - Fan Engagement
Opportunity: Keep the stadium seats filled and manage the team’s sales
and finances.
Solution: The Jaguars deployed a CRM solution to automate and
streamline their sales process. The CRM system is
integrated with the teams financial back office to
empower the Jaguar’s customer service teams for a better
fan experience.
Results: The Jaguars implemented Microsoft Dynamics. Resulting in
mproved fan communications and engagement.

21. BUSINESS TO CONSUMER CRM
HOW CAN YOU LEVERAGE CRM FOR
SPONSORSHIPS AND GROUP SALES?
Today’s mature sports organizations use a CRM
system to collect descriptive B2C fan information to:
• Increase sales and affinity though real-time, one-to-one
marketing campaigns;
• Identify and establish the definition of profitable fans;
• Understand online/offline fan behavior;
• Help retain the "right" fans;
• Help increase fan loyalty and affinity; social interaction
• Maximize overall revenue generated per fan through all
channels
These same objective are true for B2B and the lines are blurring.

22. BUSINESS TO BUSINESS CRM
Mature sports organizations have adopted a CRM Strategy for
their B2B Sales Force. Selling large sponsorships, large group
tickets or even stadium naming rights deals follow a more
traditional corporate sale (long sales cycles, relationships
building, budget timing).
• Opportunity Management is the foundation.
• Must identify the critical sales processes to be automated.
• Don’t underestimate the Cultural Change components!
• Must have an executive sponsor

23. LADIES PROFESSIONAL GOLF ASSOCIATION
B2B – Strategic Sponsorships
Opportunity: Increase revenues for Strategic Sponsorships including Title
Sponsorships and National Marketing Partnerships.
Solution: Deployed CRM to streamline the sales process. Track sales pipeline and
activity reporting for each sales representative. Integrated social media
for sales prospecting. Automated reminders and alerts for the
executive team on key activities and milestones.
Results: Implemented Salesforce.com within a month.
• CRM allows online tracking of all new and existing clients to increase
revenue for tournament sponsorships.
• Sales teams are more efficient using activity tracking (calls and emails)
• Improved coordination across different LPGA sales and marketing teams
• Shared calendars, accounts and contacts
• Historical and trending reports for future decision making
• Integration of Chatter for social collaboration internally

24. • Social CRM integrates the ‘social customer’ into
your overall customer relationship efforts.
• Social CRM provides users the ability to:
– Harvest information from social media
– Integrate it with the customer profile and
– Use the newly expanded profile to better personalize
customer service, marketingmessages, and sales
offers
WHAT IS SOCIAL CRM?

25. • 1.7+ billion people globally = nearly 1 in 4 persons
• 79% of all US adults
• Astounding US adoption rates across all age
brackets:
THE SOCIAL MEDIA
EXPLOSION
Age Bracket 2005 May 2013
18-29 (Gen Y) 16% 90%
30-49 (Gen X) 12% 78%
50-64 (Baby Boomers) 7% 60%
65+ (Silver Surfers) 5% 43%
Source: Barton Goldenberg, ISM, Inc.

26. THE SOCIAL MEDIA
EXPLOSION
1.1B+ Users
141 Friends
819M+ Mobile
900M+ Interaction Objects
70+ Languages
70% Non-USA Users
Avg User: 80 community
pages, groups and events
554M+ Users
460K+ Daily User Growth
340M+ Daily Tweets
3m+ Daily tweets on
products/services (Pos/Neg
sentiment)
Avg Blog 250+ Readers
500M+ Users
70% Male Users
Growing Daily
4B Videos Viewed Daily
70% Traffic Outside USA
1B unique users/month
Source: Barton Goldenberg, ISM, Inc.

27. WHAT CHANNELS ARE SPORTS
ORGANIZATIONS AND TEAMS
INVESTING IN OVER THE NEXT
12 MONTHS?

28. HOW TO TURN SOCIAL MEDIA
INTO ACTIONABLE INSIGHT
Social Media Monitoring & Filtering
Integration with CRM
Source: Barton Goldenberg, ISM, Inc.

29. • Social CRM is all about integrating ‘actionable
insight’ into your CRM efforts by:
– Leveraging public Social Media communities to build
your brand and to distribute content
– Leveraging private Social Media communities to grow
fan intimacy
– And then integrating this ‘actionable insight’ into your
ongoing CRM efforts to drive deeper customer
satisfaction, loyalty and advocacy
THE SOCIAL CRM AGE

30. SOCIAL CRM TOOLS
EMPOWER YOUR SALES FORCE WITH THE TOOLS AND
INFORMATION THEY NEED TO BE SUCCESSFUL!
Social CRM tools encourage many-to-many participation
among internal users, as well as customers to support sales.
• Most B2B sales professional believe that they have yet to
experience the impact of social media on their business.
• Gauge social success for sales through increases in
qualitative leads and close rates on collaborative selling

31. CRM
Custom
Ticketing
Social
Fans
Customer Engagement
Integration with CRM
Social Media Monitoring & Filtering
SIMPLE ECOSYSTEM
OF SPORTS CRM
RetailSales
Concessions
Source: Barton Goldenberg, ISM, Inc.

32. THANK YOU.
KEEP THE CONVERSATION GOING…
TWITTER
JACK SUMNER @LPGA_CIO
EMAIL
JACK.SUMNER@LPGA.COM
SPORTS ENTERTAINMENT ALLIANCE IN
TECHNOLOGY (SEAT)
HTTP://SEATCONSORTIUM.COM/