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News December 17th, 2018

Old Hat is excited to announce the long-awaited release of a new podcast built specifically for the athletics industry. If you work in sports on any level and are charged with selling tickets or marketing a sports program, this podcast is for you. If you want to increase engagement with your fans and find ways to reverse the decline in…

News December 9th, 2018

Attendance at sporting events is dropping. Following four consecutive seasons of declining attendance in college football, 2017 brought the lowest average attendance in 34 years. The problem isn’t isolated to college football though. Fewer fans are showing up to sporting events across all leagues at all levels. While there are plenty of theories as to why this is happening, few…

News November 18th, 2018

Every sale solves a problem. Any time you buy something, you’re solving a problem you have. You’re hungry so you buy some food. Your car is old and broken down and you need to get to work, so you buy a new one. You forgot your wedding anniversary so you send flowers to apologize. No matter what you buy or…

News October 28th, 2018

I sat on the football ticket pricing committee during my time working in the Oregon Athletic Department and in 2003, we were fortunate to have Michigan visit. This was a season after expanding Autzen Stadium by 12,000 seats and selling every one of those new seats as season tickets. We had a waiting list of folks who wanted in on…

News October 22nd, 2018

It's no secret that college athletic departments operate on pretty tight budgets. The decline in attendance only makes matters worse. We know we have to spend money to make money but we also know that you can’t draw from an empty bucket. How do you overcome the hurdle of knowing you need to invest in research, strategy, and data analytics…

News October 5th, 2018

If you read the recent WSJ article about college football attendance, you saw that for the fourth consecutive year, the sport saw a sharp decline of fans in stands. A 3.2% drop just last season and a 7.6% decline over the past four years. Alarming, to say the least. What you may not have read though is the comment section of the…

News September 24th, 2018

At Old Hat, we love schedule posters. LOVE. THEM. In fact, we’ve designed more than 5,000 of them for hundreds of sports programs over the past 15 years. But in a time where posters are getting more and more extravagant and fans are less and less likely to attend our events, we have to ask the question: Are schedule posters…

News September 12th, 2018

For the first time ever, we’re faced with having to effectively market our programs to four different generations. On one end, we have the Baby Boomers who have been our loyal base for 40+ years and contribute the vast majority of the donations to our fundraising arm. Then we have Gen X, Millennials and finally, the “Squirrel!” generation… Gen Z.…

News August 20th, 2018

A 2016 Planet Money podcast highlighted the economics of stadium vendors at Fenway Park. Based on seniority, each vendor got to pick what they wanted to sell each night and what section they were going to sell it in. Hot dogs in the bleachers. Beer behind home plate. One by one, they all picked their product and section. One might assume that…

News August 10th, 2018

You know you need to be investing in data analytics in order to move the revenue needle. But if you’re like a lot of athletic departments, you might not know where to begin. When it comes to using data, many collegiate athletics marketers are concerned about:

News July 27th, 2018

We all know the movie and love the sentiment “If you build it, they will come.” Sadly, it’s not a magical corn field you are trying to fill with legends and a handful of local fans. Instead, you’re dealing with large facilities and fans whose attention is fragmented. Facilities spending is one of the biggest reasons otherwise profitable or self-sufficient…

News July 5th, 2018

Unless you’ve been living under a rock for the past week, you know that Taylor Swift’s new album just dropped. For the record: she’s amazing. So when I found out she would only release her new album on iTunes, I was really stuck in a hard place because I am a full supporter of Spotify (and ONLY Spotify). After a…

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