Diamond Baseball Holdings

The problem

DBH set out to connect marketing investment directly to ticketing outcomes across an expanding portfolio of Minor League clubs. The challenge was holding revenue performance steady in a shifting digital landscape, where audience behavior, platform dynamics and creative fatigue all moved through the course of a season.

What we did

Each club’s media plan was designed around its own market, budget, audience behavior and regional character rather than a portfolio template. Meta, Google Performance Max, programmatic display, Connected TV and digital out-of-home ran in a full-funnel mix. Continuous optimization, creative testing and shared learning across clubs drove budget toward the highest-converting channels, week by week.

The result

By season’s end DBH recorded its strongest portfolio performance to date, with measurable impact across ticketing, merchandise and event campaigns. The unified framework held efficiency across channels, standardized performance reporting, and tightened the link between digital investment and fan engagement.

Late-season incremental spend
With strong momentum heading into the final stretch, 21 clubs opted to add budget to capture late-season demand. Digital Ignite recommended concentrating it in the two channels that had converted best all year — Meta and Google Performance Max — with pacing tuned to each club’s remaining home games.

The deck notes this as correlation rather than proven causation, and that clubs with few remaining home games saw limited lift — budget deployed earlier would likely have returned more.
$107K Incremental spend · 21 Clubs opted in · 680 → 3,700 Daily purchases, Aug 20 to early Sept