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Streamlining multi-brand campaigns: A Miami Based stadium's marketing evolution

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Streamlining multi-brand campaigns: A Miami Based stadium's marketing evolution
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In one of the most competitive live entertainment markets in the world, this Miami stadium plays host to an ever-evolving calendar of NFL games, concerts, festivals, and racing events. With multiple marketing teams managing distinct brands, the business needed a way to unify operations, personalise at scale, and move faster—without sacrificing brand identity or control.

 

The problem

In the world of live events, timing is everything—and this Miami-based stadium was falling behind. With four distinct entertainment brands under one roof, from NFL to concerts to international motorsport, each team had its own marketing goals and timelines. But they were all held back by the same challenge: disconnected systems and manual processes.

Problem 1:

Audience information was scattered across platforms, making it nearly impossible to create unified fan profiles or segment audiences in real time. As a result, teams couldn’t deliver personalised experiences at the scale required for high-profile events.

Problem 2:

Launching campaigns involved multiple teams and too many touchpoints. Without centralised tools or reusable templates, campaign creation was time-consuming and resource-heavy—often taking days instead of hours.

Problem 3:

With multiple brands targeting similar fanbases, the lack of a coordinated system led to duplication, inconsistent messaging, and audience fatigue. There was no clean way to manage brand autonomy without creating internal chaos.

Problem 4:

Leadership lacked a cross-brand view of performance. With data siloed by team and event, understanding ROI, sponsorship impact, and fan lifecycle metrics required hours of manual work—if it was possible at all.

The solution

To meet the pace of live events, Engaging.io architected a scalable marketing operations platform using HubSpot’s Marketing Hub Enterprise and Smart CRM.

We rolled out the system in phases, starting with one brand to validate the model before scaling across the remaining three. Each brand was set up with its own workspace, allowing teams to maintain autonomy while still benefiting from a shared CRM infrastructure.

A custom Databricks integration ensured real-time syncing of ticketing and engagement data into HubSpot, powering more precise segmentation and reporting. We also built modular email assets and dynamic templates so teams could launch campaigns in hours—not days. From fan lifecycle scoring to sponsorship attribution reporting, the entire system was designed to support agility, personalisation, and scale.

The Strategic Plan
The Implementation
Centralise and Scale with Smart CRM
  • Implemented HubSpot’s Business Units and Custom Properties to manage multiple brands under one Smart CRM instance while maintaining data integrity.

 

Centralise and Scale with Smart CRM
Centralise and Scale with Smart CRM
  • Implemented HubSpot’s Business Units and Custom Properties to manage multiple brands under one Smart CRM instance while maintaining data integrity.

 

Real-Time Data Sync with Databricks
Real-Time Data Sync with Databricks
  • Custom integration with Databricks allowed marketing teams to pull live ticketing and engagement data directly into HubSpot, enabling timely, targeted outreach.

 

Build Brand-Specific Workspaces
Build Brand-Specific Workspaces
  • Each brand was given its own tailored environment within HubSpot, preserving creative control while benefiting from shared infrastructure and governance.

 

Automate Campaign Deployment
Automate Campaign Deployment
  • Developed modular email templates and campaign assets that could be quickly repurposed, reducing setup time and supporting rapid iteration.

 

Enable Unified Reporting
Enabled Unified Reporting
  • Configured dashboards and cross-brand reporting tools for leadership, giving visibility into marketing performance, fan behaviour, and sponsorship ROI across all verticals.
The Implementation

The implementation began with stakeholder alignment across brand and corporate marketing teams to define goals, workflows, and data structures. We first rolled out HubSpot to one brand as a pilot, refining the structure and integrations before expanding to the rest.

Throughout the rollout, we created workspace-specific playbooks, dynamic campaign templates, and lead lifecycle models tailored to each audience type. The custom Databricks integration was developed in parallel, syncing ticketing data directly into HubSpot and powering real-time engagement tracking. Training was delivered through a mix of live workshops and video libraries, ensuring teams could onboard quickly and maintain momentum. Despite the complexity, the rollout was seamless—no downtime, no disruption, just progress.

The impact and results

The transformation was immediate and meaningful. What once took days to execute now takes hours.

Campaign build time was cut by 40–50%, and teams gained the flexibility to respond to ticketing trends, fan engagement shifts, and sponsorship opportunities in real time. With Databricks flowing live data into HubSpot, segmentation accuracy dramatically improved, and marketing became measurably more personalised.

Each brand now runs with autonomy, yet benefits from a unified data and governance framework.

For leadership, unified reporting has been a game-changer—providing a full-picture view of marketing performance across all brands, events, and audiences. This foundational system has future-proofed the stadium’s marketing operations, positioning them as a digital leader in global sports and entertainment.

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