ticketmanager.com Open in urlscan Pro
141.193.213.10  Public Scan

Form analysis
2 forms found in the DOM

GET https://ticketmanager.com/

<form role="search" method="get" class="et-search-form" action="https://ticketmanager.com/">
  <input type="search" class="et-search-field" placeholder="Search …" value="" name="s" title="Search for:"> <button type="submit"></button>
</form>

GET https://ticketmanager.com/

<form role="search" method="get" class="et-search-form" action="https://ticketmanager.com/">
  <input type="search" class="et-search-field" placeholder="Search …" value="" name="s" title="Search for:">
</form>

Text Content

 * Contact Us
 * 877.423.4868
 * Login

 * Home
 * What We Do
   * Everything We Do
   * Ticket Management
   * Event Management
   * Loyalty Reward Programs
   * Salesforce Integration
   * Sell Unused Tickets
   * All Access Community
 * Who We Help
   * Sales
   * Marketing
   * Finance & Compliance
   * Event Planners & Ticket Administrators
   * Sports Leagues & Venues
 * Resources
   * When To Use TicketManager
   * Podcast
   * Blog
   * Testimonials
   * Success Stories
   * Customer Videos
   * Live Webinar
 * About Us
   * Why Us
   * Careers
   * Awards & Recognition
   * News & Press


Select Page
 * Home
 * What We Do
   * Everything We Do
   * Ticket Management
   * Event Management
   * Loyalty Reward Programs
   * Salesforce Integration
   * Sell Unused Tickets
   * All Access Community
 * Who We Help
   * Sales
   * Marketing
   * Finance & Compliance
   * Event Planners & Ticket Administrators
   * Sports Leagues & Venues
 * Resources
   * When To Use TicketManager
   * Podcast
   * Blog
   * Testimonials
   * Success Stories
   * Customer Videos
   * Live Webinar
 * About Us
   * Why Us
   * Careers
   * Awards & Recognition
   * News & Press
 * Contact Us
 * 877.423.4868
 * Login




ANHEUSER-BUSCH

The future of company sports tickets – Evolving ticket asset utilization beyond
solely business development




KEY POINTS




13x


RETURN ON FACE VALUE

300+


TICKETS SOLD IN LESS THAN 3 HOURS

97+%


USAGE WITH TICKETMANAGER

Anheuser-Busch InBev is among the most recognizable brands in the world. The
world’s largest brewer with household names including Budweiser, Bud Light,
Stella Artois and Michelob ULTRA, as well as a number of regional and craft
brands, Anheuser-Busch is an iconic company forever tied to our favorite sports
memories.

As one of the largest global sponsors in live events partnering with
international, national, regional and local rights owners across sports and
entertainment sectors, Anheuser-Busch is a trailblazer in how to get the most
from company owned tickets using technology and best practices to get tickets in
the right hands.



In 2021, Anheuser-Busch changed the game again when they started selling their
unused tickets to recoup value and invest in the tickets they need while also
launching a breakthrough loyalty program.

The program has been a tremendous success with AB-InBev dropping their industry
leading ticket waste rate under 5%. AB-InBev’s program has become a case study
in how to drive the most return on investment while driving business and loyalty
to their many brands.


THE CHALLENGE

Being one of the most well-known, successful and active sponsors in the business
comes with a lot of tickets all over the world. Anheuser-Busch, already a leader
in getting tickets used with a 71% usage rate, very high for a business of their
size, wanted to push even closer to ensuring 100% of its ticket assets were
being utilized. In 2019, millions of dollars in tickets at face value went
unused.

“As a sponsor of nearly all NFL teams, the majority of MLB and NBA teams, and
many NHL teams, we have massive ticket inventory,” said Cary Nave, director,
marketing procurement for A-B. “TicketManager has been a great partner in
helping us find ways to redeploy the ticket & hospitality assets we aren’t using
for traditional business development.”


THE SOLUTION

“We saw TicketManager All Access and the TicketManager Community as the right
levers to redeploy those tickets,” Nave said. “With All Access and Community, we
have total control over our inventory. It gives us the flexibility we need to
get tickets into fans’ hands, and identify those which we want to sell and when
we want to sell them.”

Anheuser-Busch is taking a two-pronged approach to evolving the allocation its
ticket inventory.


01


02

Introducing sports & entertainment tickets into its MyCooler consumer-facing
loyalty program

Reselling tickets which allows it to reinvest towards incremental activation
opportunities with both its national and local properties

In addition to continuing to use the vast majority of its tickets for business
development purposes, A-B is now able to leverage TicketManager to tap excess
inventory and reward beer drinkers with tickets to see their favorite teams
through the MyCooler app, adding significant incentive value to the program.

Anheuser-Busch’s unused rate in 2021 for the markets using All Access? A
rock-bottom 2.76%

“Just having a tech-enabled, automated platform to manage our tickets is a key
value add, but All Access has elevated TicketManager to a true marketing partner
through the redeployment of excess tickets into our loyalty ecosystem. Our
direct-to-consumer team views TicketManager as a key partner with a seat at the
table.”

Cary Nave

Director, Marketing Procurement, Anheuser-Busch


TICKET USAGE

%


2015

Without
TicketManager

%


2019

With
TicketManager

%


2021

With
All Access

Anheuser-Busch has used TicketManager to sell unused tickets to other companies
in the exclusive and closed All-Access Community, as well as on the secondary
market with the major ticket sellers.

In the first month alone, the company earned back enough to cover the annual
cost of TicketManager’s services. You read that right, AB InBev sold so much,
their TicketManager services were paid for and then some.


ANHEUSER-BUSCH’S ALL ACCESS STRATEGY

Click for sound



0:32











The improvement from 70.53% uptake to 97.24% effective utilization would recoup
millions of dollars a year for Anheuser-Busch from excess tickets that
previously returned no value to the company. At no additional cost or
investment. Simply by using All Access for free.

A key element of the program’s success is that while a share of A-B’s resale
proceeds is allocated to the national marketing team that funds many of the
brewer’s major team partnerships, a significant portion is returned to local
marketing teams in each city.

“That incentive enables the model to work, as our local teams are more inclined
to part with tickets if they are receiving a portion of the resale proceeds,”
Nave said. “We’re giving them freedom and flexibility on how they reinvest those
dollars, whether it’s for incremental marketing activities or other business
purposes.”

In the works is a program to allocate resale funds to buy tickets Anheuser-Busch
doesn’t have access to. “We limited inventory with certain events that may be a
key focus market for us,” Nave said. “There is a use case in which we would
leverage the All Access Community to purchase tickets from—or trade assets
with—another TicketManager client who has more access to those events.”

One thing is for certain: Anheuser-Busch will always strive to be at the
forefront of innovation in sponsorships.

“What we wanted to look at was, how we elevate TicketManager to be this true
marketing partner…and you gave us that opportunity through All Access.”

Lisa Woodward

Director, Sponsorship, Anheuser-Busch

Download the full case study here.




 ARE YOU READY TO MAXIMIZE YOUR SPONSORSHIP ROI?

Learn More About All Access


WHAT WE DO

 * Everything We Do
 * Ticket Management
 * Event Management
 * Loyalty Rewards Programs
 * Salesforce Integration
 * Sell Unused Tickets

WHO WE HELP

 * Sales
 * Marketing
 * Finance & Compliance
 * Ticket Administration
 * Sports Leagues & Venues

ABOUT US

 * Careers
 * Awards & Recognition
 * News & Press
 * Blog

RESOURCES

 * When To Use TicketManager
 * Testimonials
 * Success Stories
 * Customer Videos
 * Live Webinar




 * Facebook
 * Twitter
 * Linkedin

Copyright © 2023 TicketManager