TD Garden and Boston Bruins aim for home ice advantage with SAS® Analytics

TD Garden and six-time Stanley Cup champion Boston Bruins invest in analytics to keep fans fired up

The ice at TD Garden, home of the Boston Bruins, is about to get cooler. The Boston Bruins organization, one of the original six teams of the National Hockey League, along with TD Garden, have signed analytics power player SAS to better understand and serve the hundreds of thousands of fans that stream into the arena each year.

To take the fan experience to the next level, TD Garden’s business operations will use SAS® Data Quality and SAS Marketing Automation to help streamline data collection and provide a centralized analytics platform. These tools provide a comprehensive look at data from various fan touch points and will assist TD Garden and the Boston Bruins in shaping and delivering relevant content for fans both inside and outside the arena.

“We are always looking for ways to use technology to stay competitive on and off the ice,” said Glen Thornborough, Chief Revenue Officer for the Boston Bruins and TD Garden. “SAS Analytics is helping us do just that by providing the tools that allow us to communicate with our passionate fans in a consistent, relevant and meaningful way.”

“As a leader in analytics and fan engagement, SAS is the perfect teammate for the Boston Bruins and TD Garden,” said Jim Tobin of the SAS Sports Industry Practice. “TD Garden will have the insights they need to keep fans hungry for more, both in-season and throughout the year.”

Since SAS is designed to scale, SAS will also be used by TD Garden’s owner and operator, Delaware North, to deepen patron engagement at its gaming properties.

Learn more about how SAS helps professional sports teams and leagues around the world such as the Washington Redskins (NFL), New York Mets (MLB), Orlando Magic (NBA), Major League Soccer and Los Angeles Kings (NHL) improve fan insight and engagement, operations, player management and marketing.


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