Launching Ticketing for New Sports: How Email Marketing Drives Results

As schools expand their athletics offerings, we’re seeing more and more Paciolan clients successfully introduce ticketing to new sports—whether that’s gymnastics, volleyball, or soccer. Adding a new sport opens the door for additional revenue and fan engagement, and with the right email strategy, you can launch strong and build momentum quickly.

We will highlight a few examples of how Paciolan schools are using Eloqua to successfully launch ticketing campaigns for new sports!

1. Announce Season & Single Game Tickets

Build Early Awareness and Excitement

Kick things off by introducing the sport to your audience. Use email to announce the upcoming season, highlight key matchups, and provide a clear call-to-action for fans to buy season or single-game tickets. A strong launch message sets the tone and creates initial momentum.

2. Season Ticket Benefits

Create Value and Drive Commitment

Showcase the perks of becoming a season ticket holder. Whether it’s reserved seating, exclusive merchandise, or behind-the-scenes access, highlighting the benefits through email can help convert curious fans into loyal supporters.

3. Introducing Group Deals

Target High-Volume Buyers with Smart Segmentation

Group sales can be a key driver for new sports. Use Eloqua to segment and target fans who have purchased 10+ tickets in the past year, or group buyers from other sports like football and basketball. These audiences are already primed for bulk offers—reach out with custom group experiences or pricing to get them in early.

4. Gameday Communication

Enhance the Fan Experience Before They Arrive

Prepare your fans with key gameday information—from parking to promotions to lineup previews. These emails not only improve the experience but also show fans that this new sport is just as polished and exciting as any other event on campus.

5. Lead Generation

Capture Leads with Eloqua

Start building your fan base by promoting an interest form via email—perfect for engaging potential buyers who aren’t ready to commit yet. For those who are ready but don’t complete their purchase, cart abandonment emails serve as timely nudges to bring them back and close the sale. Together, these tactics help fill your pipeline and maximize conversions.

6. Work With Your Marketing Automation Rep

Build a Multi-Step Campaign That Converts

Collaborate with your Marketing Automation rep to set up an automated, multi-touch email campaigns tailored to your new sport. From awareness, to purchase, to retention, this strategy ensures consistent communication that moves fans down the funnel.