Sports Marketing Machine Podcast
If you're a sports executive or digital marketer working to fill seats, drive ticket sales, and grow your fan base, the Sports Marketing Machine Show is for you! Award-winning sports marketing veteran host, Jeremy Neisser brings with him over 21 years of experience in sports marketing and shares
We'll cover all aspects of marketing including digital advertising, social media strategy, branding, customer relationship management, and how to best use analytics to measure success.
With interviews from experts in digital marketing and sports industry veterans, you’ll be sure to find some helpful tips on how to engage more with your fans – all while having fun learning. Tune into Sports Marketing Machine for tips and advice on how to grow your fan base and sell more tickets.
Sports Marketing Machine Podcast
126: Service-First Selling: How the Texas Rangers Are Redefining Ticketing Success
Nick Richardson, VP of Ticket Sales & Service at the Texas Rangers, joins the show to break down how one of MLB’s premier organizations is evolving ticket plans to match fan behavior, preferences, and expectations. From mini packs and flex plans to AI-driven outreach and unforgettable fan experiences, Nick shares powerful, tactical insights on customer service, digital transformation, and building a culture that wins fans—not just renewals.
This episode is a must-listen for marketing directors, sales leaders, and team execs looking to boost retention and modernize their ticketing approach.
Key Topics Covered:
- How the Rangers structure and position modern ticket plans (10-game, flex, theme-night bundles, and more)
- Why subscription models didn’t work in Texas (but might in your market)
- How to use promotional items and exclusive perks to drive ticket sales and renewals
- Strategies for retaining flex plan buyers who don’t schedule in advance
- The power of fan surveys—and how to turn feedback into action
- How to train reps for service-first selling (and why one rep’s 90%+ renewal rate proves it works)
- A behind-the-scenes story of a $70 gesture that created lifelong fandom
- Where AI fits into the sales funnel—and where it absolutely doesn't
Timestamps:
- 00:00 – Welcome & intro to Nick Richardson
- 01:00 – Evolution of ticket plans: from full season to flex
- 04:30 – Why theme-night mini packs are a hit
- 07:00 – Subscription models: what works (and doesn’t)
- 08:45 – Value perception: experience > discount
- 11:00 – Digital ticketing: overcoming resistance
- 13:00 – Turning survey feedback into real changes
- 17:30 – Building a service-first culture
- 22:30 – Creating magical fan moments (on a budget)
- 31:00 – How the Rangers measure customer service
- 38:00 – Where AI helps (and where it can't replace humans)
Call to Action:
Looking to revamp your ticketing strategy? Take a page from the Rangers playbook—prioritize flexibility, experiences, and service. And don’t underestimate the power of small, surprising moments.
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