Sports teams, leagues tap SAS� Analytics to boost profits

CARY, NC (Mar. 17, 2010) - As entertainment dollars ebb, finding and keeping fans is a challenge. Game-changing solutions from SAS, the leader in business analytics, help sports teams and leagues sell more tickets, t-shirts and popcorn.

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Sports organizations are rich with internal and external data, including social media, and they face challenges similar to government, academia and corporations: integrating data and using it to create strategies that build value at every interaction.

SAS Analytics provides techniques and processes for collecting, classifying, analyzing and interpreting data to reveal patterns and relationships, generating new insights and better answers faster. SAS' analytical insights are being used to help improve fan experience, ticket sales and business operations.

Improving fan experience at the San Francisco 49ers

Fans are spending unprecedented time online, generating volumes of unstructured data that can be harnessed. Analyzing online content, fan behavior data and demographics, the 49ers can identify season ticket holders at risk of not renewing and send them meaningful offers.

"We want to put forth as much effort to understand our fans as we do our players," said Paraag Marathe, San Francisco 49ers Executive VP of Football and Business Operations. "Working with SAS and Destiny Corporation consultants, we are aiming to improve the overall fan experience, from visiting our website all the way through attending a 49ers game. By having a more robust view of our fans, we can communicate with them in ways they appreciate and develop personalized offers."

Increasing ticket sales at the Jacksonville Jaguars "Segmenting fans according to their likely behavior and potential profitability is vital to understanding them," said Craig Duncan, Manager of Sports and Entertainment at SAS. ...

Optimizing business operations at MLB.com and the Carolina Hurricanes

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