Oct 21, 2009 at 06:13 PM
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Are 43% of Corporate Tickets Wasted?

We've all been at a stadium where we've looked down to see the first few rows empty at tip-off. The good news for sponsors: employees are in the office late. The bad: sponsor assets are being wasted by the minute.

CNBC's Darren Rovell offered up an interesting look at how corporations are using sports tickets via an interview with Corporate Events Group VP, Anthony Knopp, whose firm recently launched Spotlight Ticketing Management Solution. Spotlight aims to centralize, automate and report on the use of corporate tickets.

"What we saw was corporations out there that didn't have any tracking, any kind of accountability, or centralization," says Anthony Knopp, "this is a major pain point opening up a lot of risk for these firms." Mr. Knopp adds "what we do is give them the ability to make sure the right tickets are being used for the right business purposes and they are getting good return for those tickets."

As the most common staple to sponsorship programs, how could both properties and sponsors be influenced by increased monitoring of ticket usage?