FanThreeSixty Fuels Premium Sales with Kansas Athletics

Written by Kaylee Keene | August 18, 2025

FanThreeSixty has been proudly working with Kansas Athletics since Spring 2022. They began using the Fan Data Platform to develop a deeper understanding of their fans by aggregating all of their fragmented data into one central, unified view. Just six months into the partnership, Kansas Athletics earned a 4x Return on Investment and generated $250,000 using the Fan Data Platform. Encouraged by this early success, two years later, Kansas Athletics decided to expand their digital presence with FanThreeSixty’s Mobile App. Utilizing a combination of FanThreeSixty products has allowed them to take full control of their data strategy, driving growth and engagement.

Following an exciting 2022 football season that marked their first bowl eligibility since 2008, the program announced plans for a brand-new football stadium. Construction began in 2023, and phase one is set to open on Saturday, August 23 as KU hosts Fresno State for the opening home game of the 2025 season.

In May of 2023, Kansas Athletics announced a partnership with Legends, a global premium experiences company. Legends is helping Kansas Athletics manage premium seating, ticket sales, annual fund donations, overall sales strategy, and business intelligence for all ticketed sporting events. Following this partnership announcement, Kansas Athletics asked FanThreeSixty to help them identify potential buyers for premium seating in the new stadium.

FanThreeSixty eagerly accepted the offer to work with Kansas Athletics on this consultative project. In 2023, the two began collaborating closely to align on a premium seating sales strategy and gather data from key sources. FanThreeSixty leveraged existing data Kansas Athletics already integrated into the Fan Data Platform such as ticket and merchandise sales. Additionally, Kansas Athletics provided ad-hoc data. After gathering this information, FanThreeSixty conducted an investigative analysis of historical purchases to find variables correlated to premium purchase experiences. Nearly 100 data attributes were analyzed, including household income, football affinity, and brand engagement. FanThreeSixty developed a model assigning a wealth score to each individual with the highest potential to purchase premium products. The model also categorized fans based on their wealth score to align with the premium products Kansas Athletics is offering. After the initial analysis, the two maintained regular check-ins to provide progress updates.

In late 2023, the model was completed and presented to Kansas Athletics. Housed within the FanThreeSixty platform, it updates each fan profile’s wealth score daily. During the first few months, both teams met regularly to align on purchase activity and sales efforts, using these insights to improve the model’s accuracy. The Kansas Athletics sales team’s incredible efforts led to increased premium seating ticket sales, prompting an expansion of the model to support general bowl seat sales.

Currently, the premium leads model FanThreeSixty created has had an accuracy of 98.59%, and the sales team’s dedicated efforts have turned that insight into confident, targeted outreach to prospective purchasers. We look forward to supporting their success as the season progresses.

Along with FanThreeSixty’s full-scale data solutions and products, we have an in-house data science team that analyzes client data. They can also perform consultative and strategic analysis like this, to help your organization gain deeper, more meaningful insights.

View full post