Datatonic has announced its partnership with the United Football League (UFL) to create a centralized data repository using Google Cloud’s BigQuery and Looker. This initiative aims to help the UFL analyze ticket purchasing patterns, optimize fan engagement strategies, and create high-value audience segments for ad buying.

The UFL, formed in 2024 from the merger of the XFL and USFL, operates as the premier spring football league. With vast amounts of ticketing, revenue, and marketing data, the league sought to establish a unified data foundation to unlock AI-driven insights and new business opportunities.

The Need for a Unified Data Platform

Previously, the UFL relied on black-box SaaS reporting tools that limited its ability to extract meaningful insights. By migrating to Google Cloud’s open data infrastructure, the league now benefits from:

• Faster data access – Reports that once took hours or days are now available in minutes.
• Comprehensive data integration – A centralized system consolidates ticket sales, marketing analytics, and fan engagement metrics.
• Scalability – The foundation supports advanced AI and machine learning models for future growth.

Cases Enabled by Datatonic’s Solution

1. Ticketing and Revenue Reporting

• Real-time insights into ticket sales performance.
• Revenue tracking across different teams, venues, and marketing campaigns.
• Improved forecasting for season ticket sales and promotions.

2. Fan Engagement & Personalization

• Analyzing fan behavior to tailor promotions and offers.
• Enhancing in-stadium experiences through personalized services.
• Creating audience segments for targeted engagement campaigns.

Future Opportunities for the UFL

With its new data infrastructure, the UFL is now well-positioned to explore additional use cases, including:

1. Targeted Marketing Campaigns

• Leveraging AI to identify high-value fan segments.
• Personalizing promotions for ticket sales, merchandise, and experiences.

2. In-Stadium Revenue Optimization

• Real-time tracking of concessions, merchandise, and VIP packages.
• Data-driven pricing and inventory management.

3. Sponsorship Activation

• Delivering data-backed insights to attract high-value sponsors.
• Enabling brands to target specific audience demographics with precision.

Strategic Data Partnerships for the UFL

The new platform aggregates data from multiple sources, including:

• Ticketmaster – Direct access to ticketing insights.
• Salesforce & Salesforce Marketing Cloud – CRM and customer engagement data.
• Live Analytics – In-depth fan behavior insights.

Datatonic’s partnership with Ticketmaster grants the UFL unparalleled access to ticketing data, allowing the league to enhance its fan engagement strategies with real-time analytics and predictive modeling.

A Game-Changer for the UFL

According to Jeroen van den Bergh, UFL SVP of Corporate Strategy and Business Intelligence:
"To be able to access data in moments, rather than hours or days, significantly benefits our fanbase as we find new ways to engage them and enhance their in-arena experience."

By leveraging Google Cloud’s ecosystem, including BigQuery and Looker, the UFL can now:

• Make faster, data-driven decisions.
• Enhance fan experiences through targeted engagement.
• Develop innovative solutions to drive revenue growth.

With the support of Datatonic and Google Cloud, the UFL is transforming its data strategy to enhance ticket sales, fan engagement, and marketing effectiveness. This partnership marks a significant step toward a data-powered future for sports organizations, enabling smarter decision-making and better experiences for fans.