Rice University’s football program faced persistent challenges with ticket sales, limiting its ability to deliver a strong gameday experience and effective paid media campaigns. The goal was to optimize the fan experience and drive attendance through data-driven strategies.

The program needed to identify and understand its Total Addressable Market (TAM), determine the most effective pricing and in-venue offerings, and create a media strategy that efficiently attracted new and existing fans.

Using Elevate’s EPIC Consumer Insights App, the team analyzed the TAM and uncovered actionable insights on fan behavior and preferences. These findings guided development of targeted in-venue products, optimized ticket and experience pricing, and a refined paid media strategy, helping Rice attract more fans and improve attendance.