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
140: The Mystery Pack Promo That Sold 700 Opening Day Tickets in November
In this episode, Jeremy breaks down one of the strangest ticket offers he’s ever seen—a “mystery pack” that moved nearly 700 opening day tickets months before first pitch. He unpacks why fans lined up to buy something they couldn’t fully see, using four key levers: price, surprise, giftability, and game-specific demand. You’ll walk away with plug-and-play mystery pack ideas you can adapt for your team this season.
Key Topics Covered
- The “Mystery Pack” Breakdown – How a minor league team sold 100 packs at $50 and 70 more at $40, pre-selling almost 700 opening day tickets in November.
- The 4 Levers That Make It Work – Price, surprise, giftability, and game-specific demand—and how each one lowers friction and boosts perceived value.
- The No-Brainer Floor Test – Why your base offer (even without the mystery items) has to pass a simple, “Would I buy this anyway?” sniff test.
- Designing Smart Surprise – How to keep the experience known and only make the extras mysterious so the offer feels fun, not risky.
- Turning Packs into Perfect Gifts – Structuring bundles that can go under the tree, into a stocking, or become an easy “one and done” gift for families, dads, or grandparents.
- Game-Specific Demand & Early Momentum – Using mystery packs to pre-sell your keystone nights (Opening Night, fireworks, theme nights, etc.) and build urgency months in advance.
- Ready-to-Use Mystery Pack Templates – Kids Holiday Pack, Father’s Day Dad Box, Theme Night Mystery Pack, and National Ice Cream Day bundle you can copy and customize.
- Guardrails So It Doesn’t Backfire – Avoiding junky merch, setting quantity limits, nailing fulfillment, and tracking new buyers, usage, and per caps to prove ROI.
Episode Chapters & Timestamps
- 00:00 – Introduction to the Mystery Pack Promotion
- 01:21 – The Offer That “Shouldn’t Work”… But Does
- 07:06 – The Four Key Levers: Price, Surprise, Giftability, Game Demand
- 13:53 – Pre-Selling Opening Night & Keystone Games
- 19:54 – Plug-and-Play Mystery Pack Ideas You Can Steal
- 23:37 – Guardrails, Metrics, and Final Checklist
Call to Action
Testing a mystery pack this season—holiday, Father’s Day, theme night, or something wild your GM dreamed up? Jeremy wants to see it. Send your offer, pricing, and results his way, or head to SportsMarketingMachine.com to schedule a call and workshop your own mystery bundle that makes fans say, “I don’t totally know what’s in it, but I’d be dumb not to buy it.”
Episodes Mentioned:
137: Make Your Black Friday Offer So Good Fans Feel Stupid Saying No To
40 - Savannah Bananas President Jared Orton Talks Social Media & Improving the Fan Experience
Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine
.jpg)