Stop Posting About Ticket Sales (…and Sell More Tickets)
Why the most common strategy in sports is quietly hurting revenue—and what to do instead.
🎯 After 18 years inside professional sports, here’s one of the most counterintuitive lessons I learned:
If you want to sell more tickets… stop posting about ticket sales.
Yep. You read that correctly.
And trust me — I get how important it is to monetize social.
That pressure is real. I lived it every day for years.
Revenue targets. Attribution demands. “Prove social drives dollars.”
I’ve tested every theory and strategy you can imagine. Across all that time, one truth never changed: Cluttering your feeds with “Buy Tickets” posts is one of the fastest ways to hurt ticket sales — not help them.
And it’s not because ticketing teams aren’t doing their jobs. It’s because organic social was never built to be a storefront.
Fans Don’t Need Directions… They Need Emotion
Fans aren’t confused about how to buy a ticket. Like, ever.
But every time you replace atmosphere, personality, access, and storytelling with a transactional graphic, two things happen:
You tax your creators—pulling time and energy away from work that actually moves the needle.
You lose the emotional momentum that drives buying behavior.
And meanwhile… most of your social audience isn’t even local.
Ticket posts are irrelevant to upwards of 95% of them.
But the content that is relevant—the moments that make people feel part of something—that’s what builds:
Trust
Excitement
Connection
Identity
Belonging
And when people feel connected, they show up.
They tune in. They buy merch.
And the locals? They buy tickets.
If You Really Want to Monetize Social, Do This Instead
Here’s what actually works — across leagues, across markets, across seasons:
🔥 Build content platforms sponsors want to invest in
Long-form, behind-the-scenes, personality-driven content = sponsored dollars.
🎯 Use customer data + paid ads to target real ticket buyers
Paid reaches the right people. Organic entertains the masses.
💬 Create content that strengthens fan identity + belonging
The more seen and connected a fan feels, the more they support your brand.
⚡ Protect your social team’s time by removing low-impact posts
Free them to create stories fans actually care about.
This formula doesn’t just “work.”
It transforms digital departments and revenue lines.
When You Stop Posting About Tickets, Ticket Sales Go Up
I’ve seen it firsthand.
Year after year.
Across multiple leagues and brands.
It’s counterintuitive — but it’s true.
Stop posting about tickets.
Start building connection and belief.
The revenue follows.
