A Hole in One: NRG’s Success with Corporate Ticket Resale

Introduction

For years, companies and sports properties were hesitant about brands reselling their corporate-owned tickets. But times have changed.

Today, the world’s best brands are recouping millions of dollars annually from what would have been lost ticket investment. By embracing corporate ticket resale, they’re unlocking new opportunities and discovering innovative ways to leverage these additional funds.

“TicketManager helps our partners get the most out of their tickets and achieve their goals. Even when a ticket can’t be used, their corporate ticket management solution makes sure that every ticket still delivers ROI.”

Jerry Angel
Sr. Vice President of Partnerships, Houston Texans

The Challenge

NRG Energy, a Houston Texas-based energy company, has leveraged sports sponsorship and the power of live entertainment for decades. The brand holds the naming rights sponsorship to the Houston Texan’s home field, NRG Stadium, and invests in over 13,000 tickets across the United States each year.

Thanks to NRG’s implementation of ticket management best practices, like their use of the TicketManager system, they were able to achieve 93%+ usage of their ticket inventory.

Despite their strong ticket utilization, NRG sought a solution to generate ROI from the approximately 7% of their tickets that remained unused.

The Solution

In 2021, NRG started reselling their unused tickets through TicketManager and saw immediate results, netting tens of thousands of dollars in their first year. Since then, the brand’s success with corporate ticket resale has grown exponentially, recouping over $150,000 in just three years.

By reselling their unused tickets, NRG has consistently achieved usage rates exceeding 99% across their entire ticket inventory.

The Results

With the additional capital generated though reselling their tickets, NRG has been able to fully-fund a corporate golf tournament in Streamsong, Florida for the brand’s top brokers.

The Big Picture

Brands turn to tickets and live entertainment because it’s the most effective way to engage their most valuable customers, prospects, and partners. When a ticket goes unused, it’s not just a missed opportunity; it’s a lost chance to create lasting memories with your audience.

That’s why leading brands like Verizon, Coca-Cola, and 3M, along with teams like the Texans, Jets, Rangers, and LAFC are embracing corporate ticket resale with TicketManager.

Year to date, 100+ brands have recouped over $5 million on their otherwise unused ticket inventory with the help of TicketManager.


Even when you or your customers can’t attend the game, you can still transform those tickets into meaningful experiences for the people who matter most to your business or reinvest the proceeds into any area of your business you choose.