Amperity Gets Personal with Seahawks’ Fans
The Seattle Seahawks are celebrating their 50th anniversary. A lot has changed in marketing over those years, with sophisticated systems that can reach fans at various touchpoints in their ticket-buying journey.
Amperity, a customer-data platform, is enabling the Seahawks’ back-office to unify fan information from ticketing, retail, digital, and other systems to create a single, accurate view of each fan. This system enables the organization to deliver more personalized experiences, communications, and offers, both on game day and throughout the year.
Until now, those data points lived separately across systems, making it difficult to understand fans as individuals. The Seahawks organization is using Amperity’s identity resolution technology, to create marketing efficiency and deepen fan engagement. The results: a 61.5% deduplication rate across fan records and near immediate access to insights that once took days.
Jason Perocho, SVP, Marketing at Amperity, talked about how the data helps the team maintain meaningful, year-round engagement with its fans.
How is this improved system from Amperity changing the way the Seattle Seahawks approach in-stadium vs. year-round engagement with their fans?
Unifying fan data means the Seahawks don’t just see a ticket sale or an email address — they see the full journey of each fan. A jersey purchase, a ticket scan, a concessions order. It all connects into one profile.
On game days, that translates into smoother, more personal experiences inside Lumen Field [the Seahawks’ home stadium]. With the same foundation, the team can keep fans engaged year-round with campaigns, loyalty programs, and merchandise offers that feel relevant, not just one-off interactions.
What are some specific examples of how the team can personalize game-day experiences at Lumen Field now that they have a single customer view?
A family of season-ticket holders might get a reminder with the best gate and entry time based on their seats. A fan who regularly buys a certain player’s jersey could see an offer tied to that player. And first-time visitors might get a welcome perk that looks different from what longtime pass holders receive.
These touches make the day feel smoother and more special. Relevant offers get redeemed more often, concessions sell more, and loyalty builds with every visit.
How does this partnership reflect broader trends in how professional sports teams are investing in first-party data strategies?
What the Seahawks are doing is part of a bigger shift across professional sports and leagues. Teams know they can’t lean on third-party data the way they used to. Fans expect interactions that feel personal, and that starts with first-party data — the information fans share when they buy tickets, shop, or engage online.
The trend is clear: treat that data as the foundation for how you build loyalty, keep fans engaged between seasons, and create more predictable revenue.
Amperity’s identity resolution led to a 61.5% deduplication rate across fan records . What impact does that have on campaign accuracy and marketing ROI?
Cleaning up duplicate records has a huge impact. Without it, the same fan might get the same email at two or three addresses, which hurts trust and response rates. With deduplication, each fan has one accurate profile. That accuracy means the Seahawks can target better, personalize more effectively, and avoid wasted impressions. The payoff is clear: more efficient spend and stronger ROI.
How does integrating with Snowflake and the Seahawks’ existing tech stack accelerate time-to-insight for marketers and analysts?
Amperity doesn’t replace the Seahawks’ systems — it makes them work better together. By connecting directly with Snowflake and other tools, data now flows automatically across platforms.
Before, analysts had to manually stitch spreadsheets from ticketing, retail, and digital systems, which was slow and messy. Duplicates slipped through, key connections got missed, and by the time lists were ready, the data was already stale. Now, profiles refresh daily, duplicates are resolved automatically, and marketers can spin up campaigns in minutes with confidence they’re acting on the latest insights.
Can you walk us through how Amperity’s AI-powered identity resolution actually transforms fragmented data into actionable fan profiles?
Fan data comes from from ticketing, retail, mobile apps, and concessions, and it rarely lines up neatly. Amperity’s AI-powered identity resolution finds the overlaps and stitches them into a single record, even when fans use different emails or names are entered inconsistently.
The result is a complete profile that shows ticket history, purchases, preferences, and engagement patterns. That’s what makes true personalization possible. Instead of guessing, the Seahawks can know each fan and connect in ways that matter.
How does having a unified fan data platform create opportunities for deeper partnerships with sponsors or brand activations?
With unified data, the Seahawks can offer sponsors a lot more than broad demographics. Together, they can co-create campaigns based on real fan behaviors — like families who attend multiple games, fans of specific players, or high-value merch buyers.
With unified data results are measurable. Sponsors can see how activations tie directly to sales, not just impressions. That makes partnerships more collaborative, more transparent, and ultimately more valuable.
What KPIs or benchmarks are the Seahawks using to measure success with this initiative over the next season?
The Seahawks are tracking two things: how strong the data foundation is, and how it translates into business results. On the data side, they’re looking at metrics like deduplication, new fans identified, daily profile refreshes, and segmentation time dropping from days to minutes.
On the business side, the focus lies on outcomes that fans notice: higher offer redemption, more merchandise and concessions sales, stronger attendance and renewals, and better engagement across channels. The connection is straightforward. Better data leads to better fan experiences, and better fan experiences drive growth.
