Situation

• Highest attended annual sporting event

• Flat spending/rising revenue target

• Available tickets are for less desirable sessions/ locations

Challenges

• Maintain aura as hot ticket while selling available inventory

• Reach/persuade new, more diverse target segments

• Almost 1/3 of attendees come from outside the NY area

• Extremely limited cash budget

results

Since 2007

• Cash Spending: Flat
• Media Value Delivered: + 55%
• Ticket Sales Revenue: + 40%