The Evolution of RightsHelper: From Internal Tool to Sports-Ready Powerhouse
The world of sports is ever-evolving, and so is the technology that powers it. Take, for instance, RightsHelper, a ticketing and operations solution that has transformed from an internal tool to a game-changing product in the sports industry. Developed by TWG Global, the brainchild of chairman Mark Walter and co-chairman Thomas Tull, RightsHelper is set to revolutionize the way sports teams manage their operations.
The story of RightsHelper begins with the Los Angeles Dodgers, who, in 2018, decided to forge their own path in ticketing revenue. Royce Cohen, the Dodgers' SVP/business strategy, led the charge. Cohen, a baseball lifer, had already made his mark in the industry, starting as an intern with the San Francisco Giants and later joining the MLB league office as the first hire in their ticketing analytics division. This small but mighty team, consisting of Cohen, Ryan Gustafson, and Corey Ruff, laid the foundation for what would become RightsHelper.
The initial deployment, named Demand Analytics, focused on pricing insights and forecasting. It quickly gained traction, finding clients across the league, including more than 10 MLB teams, and a few others in different sports. But Cohen and his team had grander ambitions.
RightsHelper emerged as a more advanced version of Demand Analytics, offering sales forecasting, dynamic pricing, and modeling. This comprehensive platform empowers sports operators to make informed decisions, such as predicting the impact of bobblehead promotions on attendance and revenue, optimizing stadium staffing, and adjusting entry lanes for game day logistics.
The future of RightsHelper is bright, with TWG AI set to inject even more efficiency into the platform. Cohen envisions a streamlined onboarding process, reducing the current eight-week timeline to just a week or two. This is particularly crucial for the Dodgers, who play 81 home games in the largest MLB stadium, with a capacity of approximately 56,000.
As the sports industry continues to diversify, with portfolios spanning multiple leagues and even global reach, the demand for customized solutions is on the rise. Cohen agrees, noting that many top multi-property sports teams now have additional businesses beyond their sports portfolios, such as media, consulting, and sales. Technology, he predicts, will play an increasingly significant role in this trend, shaping the future of the sports industry.
