145 - Where I Was Right & Wrong On My Marketing 2025 Predictions
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Jan 7, 2026
Jeremy Neisser audits his 2025 predictions on sports marketing, revealing what he nailed and where he flopped. AI's role in personalization shines in some areas but lags in others. Membership models are taking the lead over traditional season tickets, while short-form video has become essential for fan engagement. User-generated content outperforms polished ads in building trust. The complexities of NIL create both challenges and opportunities, emphasizing the importance of high-quality fan experiences over mere attendance.
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insights INSIGHT
Where AI Personalization Actually Works
AI-driven personalization wins before and after games but not reliably in-seat yet.
Jeremy Neisser warns stadium infrastructure lags, so focus on email, ads, and post-game follow-up.
volunteer_activism ADVICE
Shift From Season Tickets To Memberships
Reframe season tickets as flexible memberships with clear language and lower commitment.
Offer monthly pricing, perks, and options to convert casual fans into a pipeline of buyers.
insights INSIGHT
Creative Is The New Targeting
Short-form video became the backbone of modern ticket marketing and lowers paid costs.
Jeremy Neisser: creative equals targeting, so show the audience you want in the creative itself.
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In this episode, Jeremy Neisser reviews his previous predictions for sports marketing and fan engagement for 2025, assessing where he was right, where he was wrong, and what the implications are for 2026. He discusses the impact of AI and personalization, the shift towards membership models, the rise of short form video, the importance of user-generated content, and the challenges of holistic attribution. He also delves into the complexities of Name, Image, and Likeness (NIL) in sports, donor engagement strategies, and the significance of focusing on fan quality over quantity.
Key Themes Covered
AI & personalization (where it works and where it doesn’t)
The continued shift from season tickets → membership models
Short-form video becoming the backbone of ticket marketing
Why creative is now the targeting
The messy reality of attribution
NIL’s impact on ticket sales and sponsorships
Donor engagement at scale
Why fan quality matters more than fan quantity
Takeaways
AI and personalization are crucial for sports marketing success.
Membership models are replacing traditional season tickets.
Short form video has become essential for engaging fans.
User-generated content builds trust and engagement.
Holistic attribution is challenging but necessary for understanding marketing impact.
NIL has complicated the landscape of college athletics.
NIL platforms need to simplify for small market teams.
Focusing on fan quality leads to better outcomes than quantity.
Auditing marketing strategies is essential for future success.
Chapters
00:00 Introduction and Self-Audit of Predictions 01:01 AI and Personalization in Sports Marketing 03:54 Membership Models and Fan Engagement 05:46 The Rise of Short Form Video 08:04 User-Generated Content and Micro Influencers 09:28 Holistic Attribution Challenges 13:11 Navigating Name, Image, and Likeness (NIL) 16:31 Donor Engagement and Experience 18:54 NIL Platforms and Market Scaling 20:20 The Importance of Fan Quality Over Quantity 22:13 Conclusion and Advice for 2026
Sports Marketing Machine Podcast