AI tools help the Orlando Magic basketball team build deeper fan loyalty

The Orlando Magic basketball team is transforming the fan experience through a strategic partnership with analytics firm SAS. By implementing SAS Viya’s AI platform, the team aims to deliver highly personalized interactions and optimize business operations. This collaboration exemplifies how professional sports organizations are leveraging data analytics to create deeper fan connections while simultaneously improving their business models and extending their reach beyond local markets.

The big picture: The Orlando Magic has partnered with analytics company SAS to revolutionize fan engagement at their home venue using advanced data analytics and AI technology.

• Despite exiting this season’s playoffs early, the team is focusing on innovation as they implement SAS Viya to enhance gameday experiences and create personalized digital interactions.
• The partnership aligns with the team’s core values of teamwork, community service, and innovation while addressing their business need to maintain sellout crowds.

Why this matters: Sports franchises are increasingly turning to data-driven approaches to strengthen fan loyalty and optimize revenue streams in an increasingly competitive entertainment landscape.

• By analyzing fan engagement data, the Magic can create tailored experiences that keep supporters returning to games.
• The implementation demonstrates how AI and analytics are transforming traditional entertainment venues beyond simple ticket sales into personalized experience platforms.

Key details: The Magic will leverage SAS Viya’s platform capabilities to analyze fan engagement patterns and create uniquely personalized interactions.

• The team specifically aims to optimize ticket sales forecasting and dynamic pricing while ensuring ticket availability.
• Real-time engagement features will allow fans to participate in contests and influence the live arena experience, creating more interactive gameday moments.

What they’re saying: “We continue to find ways to improve the fan experience,” says Jay Riola, chief strategy and innovation officer of the Orlando Magic.

• “SAS Viya will allow us to go deeper and create an even more personalized experience for the teams’ followers,” Riola explains.
• “The observability of data and the insights derived will allow us to continually evolve and grow while keeping our fans at the top of our game,” he adds.

Behind the numbers: The Magic’s strategy focuses on a dual approach to hyper-personalization that balances business optimization with enhanced fan satisfaction.

• First, they’re developing tools to create flexible offerings fans desire, while simultaneously delivering content Orlando Magic fans specifically demand.
• This data-informed approach helps the team extend their fan base beyond Orlando itself, creating broader market opportunities.

Where we go from here: The Magic continues exploring emerging technologies like virtual and augmented reality alongside biometric techniques to further modernize the fan experience.

• The team’s 15-year history of analyzing data positions them to effectively integrate new AI capabilities into their existing analytics framework.
• As fan expectations evolve, the Magic’s investment in data analytics creates a foundation for continuous innovation in the fan experience.