Orlando Magic expand SAS AI partnership to personalise fan experience

SAS has announced an expanded partnership with the Orlando Magic to support the use of AI and data analytics in enhancing the fan experience at live sporting events.

The agreement will see the Orlando Magic use the SAS Viya platform to improve personalisation for game-day attendees and digital fans alike. In recent years, global sporting organisations have looked to artificial intelligence to drive engagement, loyalty, and create more tailored experiences for their supporters.

Jay Riola, Chief Strategy & Innovation Officer of the Orlando Magic, said, "The Magic are thrilled to expand its partnership with SAS to continue finding ways to enhance the fan experience. As an industry leader in analytics, SAS Viya will enable us to dive deeper and create an even more personalised fan experience. The Magic's mission is to create legendary experiences, and these insights allow us to continually evolve and grow while keeping our fans top of mind."

Through the expanded partnership, the Magic intend to leverage data to analyse in-app fan engagement, model purchasing behaviour, and optimise dynamic ticket pricing using advanced forecasting. This approach is aimed at ensuring that tickets are priced competitively, helping fans secure better seats while also supporting operational goals for the team.

Personalisation will extend to content and offers delivered to fans, with the integration of SAS Viya's analytics to tailor digital interactions based on real-time engagement and individual preferences. The partnership also focuses on using data-driven insights to identify which activities and initiatives most strongly contribute to loyalty and repeated attendance.

Jenn Chase, Chief Marketing Officer at SAS, commented, "SAS' collaboration with the Orlando Magic demonstrates how data and AI can transform sports entertainment in ways that benefit both the team and its fans. We're combining the Magic's deep understanding of its fan base with SAS' technological expertise to create personalised, more memorable experiences. The interactive AI experience we're unveiling at SAS Innovate is just the beginning of what's possible."

A key aspect of the partnership is a new interactive feature called "The Magic Touch." This AI-driven experience will allow fans and technology enthusiasts to engage with digital representations of their favourite Orlando Magic players. While this will be demonstrated in Orlando at SAS Innovate, it is part of a longer-term move towards innovation in how fans connect with sports teams.

SAS says the experience goes beyond simply implementing new technology, as the collaboration between the two organisations is designed to create "memorable moments that bring fans closer to the team they love."

The impact is expected to extend beyond sports. According to SAS, the same AI and data analytics technologies underpinning this partnership can be adapted by organisations in other sectors, such as banking, healthcare, and public services. The company states that by applying predictive analytics and personalisation, other industries can improve their own customer interactions, operational efficiency, and decision-making processes.

The Orlando Magic have been active in using data analytics in recent years, building dynamic pricing models and digital engagement channels that respond in real-time to fan behaviour and sentiment. The ongoing collaboration with SAS is intended to provide further insights, enabling team officials to adjust offerings and interactions according to both short-term trends and long-term preferences.

The use of AI and analytics in sport is an expanding field, with teams and organisations aiming to create stronger connections with fans and enhance revenue through engagement-driven initiatives. While the expanded partnership between SAS and the Orlando Magic is currently focused on the basketball club's US operations, there is interest in how similar models could be applied for Australian sporting organisations, which are also seeking to attract larger crowds and provide more experience-driven entertainment.

The experience with "The Magic Touch" is set to mark the first visible outcome of the SAS-Viya collaboration for fans, with further developments and applications anticipated as the partnership continues.