Robert Kraft's pro sports powerhouse notches its next big win.

Kraft Sports & Entertainment enters a new era with a single view of its 6 million fans.
2 min read

Kraft Sports + Entertainment (KSE) connected all the customer data across its brands — the New England Patriots, the New England Revolution, Gillette Stadium, and Patriot Place shopping center — creating more personalized sales and service experiences.

What you need to know

A new season is underway at KSE. This time, the company is competing for the best fan experience in sports. It’s also breaking down data silos across departments to improve efficiency for its employees.

Why it matters for fans

KSE is a world champion on the field. Off the field, fans are the MVPs. Now, KSE can personalize fan interactions that happen across its brands — from ticketing and parking to product purchases and emails — in one system. Fan-facing staff can even use data to personalize sales and service actions like securing business partner contracts, collecting survey feedback, monitoring event attendance, and handling customer service inquiries.

For employees, connected data means building proposals 64% faster to woo in-game advertisers.

Salesforce is the tool of a customer company. And I have to do everything to put the customer and the fans first.

Robert Kraft
Chairman and CEO, Kraft Sports + Entertainment

What the difference looks like

Before Salesforce, KSE’s sales and service teams lacked a single, shared view of customer data across its multiple divisions and departments, making it difficult to provide the meaningful experiences today’s fans expect.

Here’s how KSE's teams became more productive. Previously, a business like Dunkin’ looking to purchase tickets as an employee perk might receive three separate calls from KSE sales teams: one for Patriots tickets, one for a Revolution suite, and another for a stadium event package. Now, every KSE team has access to the same fan and partner data to sell smarter and more collaboratively. Instead of viewing customers as an “event attendee,” “Patriots fan,” or “Revolution group buyer,” the organization can proactively serve their needs as one “KSE customer.”

Behind the scenes

Instead of housing customer data and interactions in 15+ sources across the organization, KSE can power fan and partner experiences from just one. And KSE's sales team has accelerated its proposal creation process from more than seven days to just 2.5 with faster, easier data access. The team also has greater visibility into its sales pipeline. Once a customer has purchased tickets, reps use AI and automation tools to offer useful products like a parking package or food and drink deals.

64 %
lessw time to build a sales proposal
1000 +
sale and service campaigns implemented in 18 months
42 %
increase in centralized email case management