BANDWAGON has launched a new product, the Stadium Identity Management Platform, which is built for professional sports organizations and college athletic departments, to help them identify game-day fans so that a personalized experience can be delivered.

This marks a significant shift in BANDWAGON’s business model. It had focused on helping fans create their best game day experience by finding better seats that tailored to what they wanted – not just what was available on the market, said Harold Hughes, the company’s CEO and founder. However, by focusing on how athletic departments and sports team can optimize the fan experience, they believe they can radically change the sporting landscape and the profit opportunities for sports organizations.

BANDWAGON tracks qualitative customer data for ticketed events through a proprietary blockchain database that monitors each ticket transaction, Hughes said.  Event owners can track the economics of each ticket and stay informed of the end user who ultimately attends the event. For example, a college may know it sold one person a season ticket, but it doesn’t know how many of the games the person actually attends. They may sell some of the tickets. BANDWAGON allows them to find out who that new person is and how to advertise and communicate with them.

The company decided to make the shift after spending its first few years analyzing the way people purchase tickets for sporting events, he said. The more its team researched, the more they saw the real need.

For example, BANDWAGON’s blockchain technology can help an athletics department know that more women might be buying tickets to a particular game and therefore to stock up on more women’s apparel or to tweak their messaging more to women.

“Sports organizations have no idea who is showing up in their stadiums on game day, which directly affects revenue and attendance,” he said. “We can fix that and help them create an experience that fans want to come back for again and again. Our platform allows sports organizations to increase revenue with a suite of data analytics and marketing tools.”

While Hughes worked on the BANDWAGON idea for several years, the company officially launched in the January 2016. Since then, it has garnered investment from the Blue Vista Ventures, Black Angel Tech Fund, and Backstage Capital and is growing with support from the Founder Institute Incubator and the Capital Factory Accelerator.

“By matching the right fans with the right services, teams are able to offer an unmatched live event experience,” Hughes said.