Ticketmaster Sport has been named the winner of Best Data and Analytics for Business Intelligence at the 2025 Sports Tech Awards in London. The recognition highlights the impact of Prospect, Ticketmaster’s partner in advanced analytics, which is transforming how sports organisations optimise ticketing sales and deliver better results.
The Advanced Analytics suite redefines how teams engage fans and drive commercial success through predictive insights. The collaboration brings together cutting-edge technology and deep industry insight to deliver solutions that are both innovative and actionable.
The award-winning submission featured Ticketmaster’s collaboration with the Welsh Rugby Union (WRU), a standout case study. The WRU uses advanced analytics to power data-led decisions across fixtures, applying forecasting to take a more strategic approach to pricing, marketing spend, and campaign planning. Predictive models analyse real-time sales trends, pricing strategies and consumer behaviour,– enabling the WRU to anticipate demand with precision, maximise revenue, and enhance the fan experience.
“Our advanced analytics suite was built to solve the real challenges in the sports ticketing space — from understanding sales in the moment to anticipating what’s next,” said Chris Gratton, Managing Director of Ticketmaster Sport. “Turning data into a true driver of innovation and growth.”
“At Prospect we specialise in utilising AI to predict fan demand and we are delighted to be pushing the boundaries through this partnership with Ticketmaster Sport to create market-leading solutions in the ticketing space,” said Gordon Hamilton-Fairley, CEO of Prospect.
The award underscores how AI can be applied with purpose in sport – bringing together on-field and off-field data through machine learning, market insight, and usability to deliver clear results. By combining Prospect’s predictive capabilities with the hands-on expertise of Ticketmaster’s commercial teams, organisations are empowered to act fast, adapt strategy, and stay ahead in an increasingly dynamic marketplace.
“These awards reflect the breadth of innovation shaping sport today,” said Rebecca Hopkins, CEO of The STA Group. “Winners like Ticketmaster Sport are creating smart, impactful solutions that respond directly to the needs of rights holders and fans alike.”
Ticketmaster Sport continues to lead in top-tier ticketing solutions – helping clubs and federations unlock new revenue streams and set new benchmarks for performance both on and off the field.
