Atlanta Hawks – Understanding the Fans and Their Experience


The Hawks were looking to understand who was attending their games and were seeking to identify opportunities to improve the fan experience at home games to create increased affinity for the team.


Beginning in 2009, Alexander Babbage implemented a comprehensive annual research program that includes online studies on the Fan Experience, In-Game Entertainment, Season Ticket Holders and Corporate Sponsorship, as well as ticket sales data analysis and geographic mapping.


The Hawks have been able to focus on specific areas of the fan experience and prioritize resources and initiatives to improve the areas that are contributing the most to the experience. As a result, loyalty has increased and satisfaction among attendees has improved in critical areas of both the overall experience and in terms of in-game entertainment.

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