NBA basketball franchise the Sacramento Kings has significantly improved its marketing with fans who may never have purchased a ticket previously through a partnership with Salesforce.

Phil Horn, the Kings’ senior vice president of sales and service, said the software packages track how fans are experiencing a game on an ongoing basis.

The team experienced a 25 per cent increase in season ticket renewals — the highest rate in a decade — after deploying Salesforce.

Read the full story at our sister site TheTicketingBusiness.com.

Image: Lisa Nottingham