In this episode of The Sports Marketing Machine, Jeremy Neisser breaks down a simple, data-driven way to build — and defend — your marketing budget. Forget complicated spreadsheets and vague “awareness goals.” Jeremy shows how using your single game ROI as your north star can turn every budget request into a business case. Learn how to project spend, justify investment, and track your performance with a system built specifically for sports teams.
Simple Formula
Single-Game ROI = Single-Game Revenue ÷ Single-Game Advertising Spend
If you spent $20,000 on ads and brought in $120,000 in single-game ticket revenue, that’s a 6:1 ROI. You’re getting six dollars back for every one you spend.
This is the number that starts your entire budget conversation.
Key Topics Covered
- The easiest way to calculate single game ROI (and why it’s your strongest budget tool)
- How to project next year’s budget using last year’s data
- Proving efficiency gains to leadership with small, measurable improvements
- The 70-30 rule for smart budget allocation (sales vs. awareness)
- Why simplicity sells: how to make your budget “bulletproof” in one conversation
- Tracking ROI month-by-month like an investor — not a guesser
- Turning your marketing budget into an investment plan
Chapters
00:00 – Building a Marketing Budget Framework 01:01 – Understanding Single Game ROI 04:05 – Projecting Future Budgets with Historical Data 07:53 – Improving Marketing Efficiency 10:10 – The 70-30 Rule for Budget Allocation 12:35 – Tracking ROI and Adjusting Strategies 14:54 – Key Takeaways for Marketing Directors
Call to Action
Want help connecting your ad data to your ticketing results so your next budget meeting is a breeze?Schedule a Callto grab time with Jeremy and build your marketing ROI dashboard.
Episodes mentioned:
- Episode 67 – Why Your Return On Ad Spend (ROAS) is WRONG – Case Study
- Episode 111 – Building Your Marketing Budget Like a Funnel: Awareness to Action
- Episode 125 – “I Saw Your Ad—But Didn’t Buy”: Fixing the Fan Follow-Up Funnel
- Episode 121 – How Video Content Makes Paid Traffic Easier (and Cheaper)
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