Harlem Globetrotters - Ticketmaster “Some of your best marketing is direct to your target audience. When you put out a Distribution Partner offer, you know that people are looking at it on a daily basis... and they're responding. ” - Michael Kenney, SVP of Live Event Marketing Challenge As an exhibition basketball team playing more than 450 live events worldwide each year, the Harlem Globetrotters are familiar with the importance of marketing directly to local markets. When moving excess inventory, the Globetrotters typically allocate marketing spend to traditional advertising and the promotion of deeply discounted tickets. While this strategy increased ticket sales, the yield was lower than desired. The Globetrotters looked to Ticketmaster’s distributed commerce team to create a more stra

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