Tasked with reimagining the Nets' season ticket member platform, our approach led with research: audit of major sports leagues, quantitative survey of 322 STMs, focus group, stakeholder workshop, and ticketing team interviews with the Cavs & Thunder.

Competitive context mattered. Like Cleveland post-LeBron, the Nets had been overcompensating on membership brand vs. value to sell through a down cycle. With significant draft capital heading into the 2025 NBA Draft, our ceiling changed. The Thunder became a blueprint – small-market franchise wins on experience, rep relationships, and community rather than brand name.

Member research confirmed the direction. 76% already identified as "season ticket members," felt little emotional connection to the existing brand, and prioritized recognition and access over nomenclature. League audit showed 81% of pro teams use no unique membership brand at all.

The outcome was a cross-functionally approved platform with clearer premium and general tier delineation making investment decisions easier for buyers and lifting NPS (Net Promoter Score) 5 points post-launch. Rolled out through the annual Early Bird campaign, the new identity supported $4.20M in revenue from new plan buyers. Of 625 mini plan holders from 2023-24, 247 ($1.57M) upsold into full membership products (200 of those ($1.31M) converting during Early Bird alone).