AXS to sell Foley sports properties in expanded ticket deal with Golden Knights

By Bret McCormick

AXS has ticketed the Vegas Golden Knights since the NHL team began play in 2017. That relationship will continue for multiple more years after the two sides announced a renewal this week of their deal, an agreement that now includes the Dollar Loan Center and the Henderson Silver Knights, the Golden Knights’ AHL affiliate in neighboring Henderson, Nev., and the most recent addition to owner Bill Foley’s Foley Entertainment sports portfolio.

Golden Knights President Kerry Bubolz said the Golden Knights took their ticketing business to the market and met with all the major ticketing companies but decided to stick with AXS because of its ability to interconnect Foley properties, including the Silver Knights and Dollar Loan Center. The plan is to use AXS Mobile ID to identify customers across the Foley hockey portfolio, providing the company with valuable data it can use to improve its fans’ experiences, whichever Vegas-area hockey arena they’re in.

“The phrase ‘360-degree view’ is interesting, but this is also a 360-degree interaction, an ability to engage,” said AXS Chief Revenue Officer Rob Sine. “It’s not just a view of what are they doing, but it’s actionable. Now, how are we able to provide upgrades, provide surprise and delight, provide access to things they didn’t think they had before? It’s one thing to gather the data; now we can make it actionable.”

Foley Entertainment Group was founded in July 2021 for this exact purpose. Beyond hockey, the overarching company comprises roughly 30 wine brands, more than 20 vineyards, three hotels, and a ski resort. AXS Mobile ID will initially be deployed to connect the sports brands, but beyond that, the wider goal is to eventually connect the Foley sports ecosystem with the hotel, wine and skiing portfolios, enabling ownership to cross-pollinate its customers, guests, and fans. For example, a Golden Knights season-ticket holder’s arrival at a winery could result in a discount or exclusive opportunity.

“There has always been a vision from our owner that these things have to connect,” said Bubolz.

A common digital entry point to all Foley Entertainment properties is the goal, possibly an app. But that common entry point doesn’t exist yet and Bubolz didn’t want to put a timeline on its creation, nor the total interconnection of all the Foley Entertainment properties.

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