The Impact and Results
From Manual Hustle to Marketing Precision

With the new system live, the Spurs’ marketing team unlocked a level of agility, accuracy, and scalability that simply wasn’t possible before.

Campaign creation, once a manual grind, became fast and flexible. Using cloneable templates and event codes, marketers could launch campaigns in minutes — whether for a high-stakes NBA tip-off or a sold-out concert at Frost Bank Center. This operational efficiency meant the team spent less time building and more time optimising.

Thanks to the real-time Ticketmaster integration, fan engagement became smarter. Pre-event emails were triggered automatically, post-game surveys were sent only to attendees (based on scan data), and segmentation logic meant that only the right fans received the right messages. No more guesswork — just targeted, timely communication that reflected real fan behaviour.

On the feedback front, surveys were now truly representative — no longer sent to fans who didn’t attend. This gave the team cleaner data, better NPS insights, and a direct line into fan sentiment after each game or event.

From a reporting perspective, HubSpot dashboards brought full visibility across the court. Each Business Unit could report on its own campaigns, engagement, and ROI — while leadership had access to cross-brand insights, campaign attribution, and fan lifecycle metrics in one unified view.

In the short term, the team saved countless hours. In the long term, they gained a marketing infrastructure built to grow with the brand — whether that’s an NBA title run or expanding their entertainment footprint.