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3 Winning Strategies Behind Harvard Athletics’ Ticketing Success

Harvard Athletics has seen a 30.4% increase in game attendance since 2011, driven by smarter fan engagement, targeted marketing, and the use of AudienceView to create a better ticketing experience.

  • More Control for Fans: Introduced interactive seat selection for a personalized experience.
  • Targeted Marketing: Leveraged AudienceView’s CRM insights for relevant, segmented communication.
  • Fan Feedback in Action: Surveys led to enhancements like healthier concessions and improved services.

The Challenge

Harvard may be best known for academic excellence, but in recent years, its athletics department has made major strides in boosting attendance. Average game-day numbers have grown 10% over five years, and marquee games are drawing 30.4% more fans than in 2011. The strategy? Listen, adapt, and deliver what fans want.


The Strategy

Matthew Crawford, Ticket Operations Associate for Harvard Athletics, shared the three key tactics that drove this growth—powered by AudienceView’s ticketing and CRM platform:


1. Put Fans in the Driver’s Seat

Gone are the days of “best available” seating. With AudienceView’s interactive seat maps, fans now choose their exact seats, creating a better buying experience that builds excitement before game day.

“When fans would buy on the website, we used to just seat them in the best available section. Now they have full control,” says Crawford.


2. Give Engaged Fans More Value

Data captured in AudienceView helps Harvard send personalized communications to fans, ensuring they receive updates relevant to their favorite sports. Targeted emails, offers, and news create stronger connections and more frequent attendance.


3. Take Their Advice

Harvard uses fan surveys throughout the season to gather insights on game-day experiences. Suggestions like offering healthier food options in concessions directly inform operational decisions, reinforcing that every fan voice matters.


The Results

  • 30.4% increase in marquee game attendance since 2011
  • Improved fan satisfaction through seat selection and personalized engagement
  • Actionable data drives ongoing improvements to the game-day experience
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