FanThreeSixty - Comprehensive Analysis Report

Summary

FanThreeSixty, founded in 2011 and headquartered in Kansas City, is a data-driven engagement platform specifically designed for the sports and entertainment industries. Its central mission is to streamline data analysis and translate it into actionable strategies for organizations of all sizes, ultimately driving impactful fan engagements and revenue growth. The company positions itself as "tech veterans" in its sector, offering unique solutions to connect organizations with their fanbases. FanThreeSixty's significance in the industry lies in its ability to provide a 360-degree view of fans, helping clients understand fan behavior, engage with them strategically, improve business efficiency, and expand revenue streams.

1. Strategic Focus & Objectives

Core Objectives

FanThreeSixty's primary objectives are to simplify data analysis for its clients and empower them to maximize their revenue potential. The company aims to help organizations understand fans, engage them intentionally, improve business efficiency, and grow revenue streams.

Specialization Areas

FanThreeSixty specializes in providing an all-in-one engagement platform that optimizes the entire fan journey through data-driven solutions. Their expertise lies in deciphering intricate fan behavior and engagement patterns to deliver personalized experiences. Key areas of specialization include:

Connecting disparate data sources to build comprehensive fan profiles.

Enabling targeted and segmented marketing.

Optimizing business processes for sports organizations, entertainment venues, and other entities.

The company's technology transforms fan data into actionable insights to enhance fan experience, save time, and increase revenue.

Target Markets

FanThreeSixty partners with a diverse range of clients, from intimate venues to large stadiums with over 150,000 attendees, across various industries. Their target markets include:

High school associations.

Theaters.

College sports teams.

Professional sports teams.

Multi-use venues.

Race tracks.

2. Financial Overview

Funding History

FanThreeSixty has not raised any funding rounds and has been described as an unfunded company by some sources. However, the company made a strategic acquisition on March 24, 2017, acquiring the assets of StepOne, Inc. This acquisition included patented software featuring data intelligence, analytics, automation, and a recommendation engine. The move was intended to accelerate the development of a proprietary business intelligence layer for sports and entertainment clients.

FanThreeSixty's estimated annual revenue is approximately $7.4 million per year. Some sources estimate their revenue to be in the range of $25 million to $50 million.

3. Product Pipeline

Key Products/Services

FanThreeSixty offers a comprehensive suite of solutions designed to manage the entire fan journey:

Fan Data Platform: This platform captures and centralizes data from multiple sources to create single, comprehensive fan profiles. It links and identifies nearly 16 million duplicate profiles annually, ensuring data consistency and accuracy through continuous audits and proprietary intelligence for enrichment. The platform provides a full picture of the fanbase by connecting all disparate data sources and engagement points.

Mobile App: This product functions as a digital home for audiences, offering fan-favorite features and allowing teams to manage app layout and content. It includes real-time analytics and AI-driven visualizations through integrations, powered by in-house resources for efficient development and quality user experiences. FanThreeSixty supports over 1.6 million mobile users across the United States and Canada.

Sales CRM: A sales management platform crafted to enhance sales efficiency through a simplified interface. It features "Forms" for collecting fan information—which are flexible, embeddable, and map directly into fan profiles—and "Campaigns" to track revenue and sales activities, generating actionable lead lists.

Email: Facilitates automated targeted email campaigns directly within the platform, enabling organizations to measure engagement and achieve higher conversion rates by strategically targeting specific audience segments. Over 120 million emails were delivered to nearly 5 million fans in one year.

Texting: Enables personalized, one-to-one conversations with fans to build trust and deliver targeted messages.

Membership: This product integrates a card, point tracking system, and scanner within the mobile app. It allows organizations to gain a better understanding of attendees, acquire valuable information for retargeting, and create loyalty programs to increase engagement and app registrations. The membership product can be used for simple check-ins at non-ticketed events, providing crucial attendance data.

Recent platform enhancements include Salesforce Integration, which allows sales leads to be sent directly to Salesforce for prompt follow-up.

4. Technology & Innovation

Technology Stack

FanThreeSixty's technological platform focuses on data-driven fan engagement. Key components and capabilities include:

Proprietary Technologies: The company acquired patented software assets from StepOne, Inc., in 2017, which brought leading-edge data intelligence, analytics, automation, and a revolutionary recommendation engine. This accelerated the development of a proprietary business intelligence layer specifically for sports and entertainment. Their platform also develops "golden records" for each fan by cleansing and enriching data.

Significant Scientific Methods: FanThreeSixty employs predictive analytics and dynamic audience segmentation to optimize fan interactions and drive revenue. They leverage fan insights and predictive modeling to help clients make informed decisions in ticket sales, sponsorship, marketing, and fan engagement. The company's approach allows for the identification and prediction of fandom even from small engagements.

AI-Driven Capabilities: The company integrates AI-powered sports analytics, particularly through partnerships like with ShotTracker, to embed real-time analytics and AI-driven visualizations into client mobile apps. Their AI capabilities enable clients to identify fans with up to 25 times higher likelihood of purchasing tickets and spending up to 4 times more on tickets. They also perform over 600 daily data quality checks per client.

5. Leadership & Management

Executive Team

Cliff Illig - Founder: Cliff is a principal owner of Sporting Club, Sporting Kansas City, and FanThreeSixty. He co-founded Cerner Corp., an S&P 500 healthcare IT company, and is a recognized leader in data and technology fields.

Troy Tetzlaff - Chief Executive Officer: As CEO, Troy oversees the company's vision, growth, and operations. A former chemist and tech veteran, his focus is on developing solutions that make data actionable and valuable for clients.

Jerad Frey - Chief Technology Officer: Jerad possesses over 20 years of experience in delivering quality software products. He is responsible for technology development and contributes to the company's future strategy.

Heidi Mead - Chief Services Officer: Heidi is a tech veteran with over 20 years of experience in leading consulting organizations and building strong client relationships. Her role focuses on creating client value through the company's people, services, and products.

Greg Moore - Chief Revenue Officer: Greg is an experienced leader with a background in journalism, marketing, and software product management. He focuses on integrative leadership and fostering strong partnerships to support FanThreeSixty's continued growth.

Sasha Victorine - Chief Growth Officer: Sasha is responsible for global business opportunities, client service, and product strategy. As a former professional soccer player, he brings a deep understanding of the sports industry and corporate knowledge of innovation and digital strategy.

Recent Leadership Changes

In 2018, FanThreeSixty announced the hiring of David Longstreet as Chief Data Scientist.

6. Talent and Growth Indicators

Hiring Trends and Workforce

FanThreeSixty, based in Kansas City, typically seeks experienced professionals across various departments, including engineering, product design, marketing, and client support. The company's employee count has varied across reports, with estimates ranging from 24 employees as of December 31, 2022, to approximately 52 or 57 total employees.

In 2023, FanThreeSixty welcomed an average of 42,213 new monthly registrations, accumulating a total of 506,558 new registrations for the year through its platform, primarily in the United States and Canada.

Employee sentiment from earlier reviews indicates a positive company culture and opportunities for learning. However, some observations highlighted challenges related to constantly changing teams and goals.

7. Social Media Presence and Engagement

Digital Footprint

FanThreeSixty maintains an active presence on professional and social media platforms, including LinkedIn and Facebook. The company utilizes these platforms to disseminate news, share thought leadership content, and provide updates on partnerships and product enhancements. They also promote webinars and events related to fan engagement and data analytics. Their brand messaging emphasizes being "Data Fueled. Fan Driven."

8. Recognition and Awards

Industry Recognition

FanThreeSixty has been recognized for its business achievements:

Small Business Superstar: The Greater Kansas City Chamber of Commerce has named FanThreeSixty a "Small Business Superstar" for three consecutive years, including 2024 and 2026.

9. Competitive Analysis

Major Competitors

FanThreeSixty operates in a competitive landscape within the sports and entertainment fan engagement market. Some of its key competitors include:

Teamworks: A company with a focus on sports team management.

GameChanger Media: Known for its scorekeeping, statistics, and live game solutions for amateur sports.

Golf Genius Software: Provides tournament management software for golf events.

KORE Software: Offers a data-driven platform optimizing partnerships and fan engagement for sports and entertainment.

Are You Watching This: A provider of real-time sports data and search technology.

Pico – Get Personal: A tool for collecting user-generated social content for brand promotion and fan engagement.

10. Market Analysis

Market Overview

The total addressable market for sports and entertainment fan engagement platforms is substantial and exhibits significant growth potential. Key market trends include the increasing demand for personalized fan experiences, the necessity of unifying diverse data sources, and the adoption of advanced analytics and AI for predictive insights. The market presents opportunities for companies that can effectively help organizations:

Understand fan behaviors and preferences.

Drive revenue through targeted marketing and sales.

Enhance efficiency in operations.

Create immersive and engaging digital experiences.

The focus on lifetime value of fans and the ability to track purchases over time to a unique fan profile are growing trends.

11. Strategic Partnerships

FanThreeSixty has established several significant collaborations to expand its market reach and enhance its offerings:

Starlight Theatre (April 2026): A local partnership providing Fan Data Platform, Mobile App, and Membership solutions to enrich the cultural experience.

Intersport (April 2026): Partnered to provide Fan Data Platform, Email, Sales CRM, and Mass Texting solutions.

Kansas Athletics (March 2026, June 2024, April 2022): Collaborations include driving revenue through season ticket campaigns, providing a new mobile app, and leveraging data for actionable strategies to grow their business.

Kansas City Symphony (March 2025): A local partnership providing Fan Data Platform, Mobile App, and Membership solutions to engage guests, members, and supporters.

ShotTracker (June 2025 rollout, 2024 pilot): A partnership to embed real-time analytics and AI-driven visualizations into client mobile apps, with a successful pilot during the 2024 basketball season for the University of Kansas teams.

United Soccer League (USL) (May 2024, 2019 partnership): Expanded partnership to enhance fan engagement and data utilization for 24 clubs.

SeatGeek (June 2023): Integrated with SeatGeek's new data sharing API to help clients leverage ticketing data.

Nederlander Theatres (March 2023): Partnered to bring FanThreeSixty's mobile application to several of their venues.

Tessitura Ticketing System (January 2026): Announced integration for enhanced entertainment client solutions.

Speedway Motorsports: Demonstrated success using the Fan Data Platform, generating millions in revenue.

Marvel Stadium, LSU: Notable clients utilizing FanThreeSixty's solutions.

12. Operational Insights

FanThreeSixty's competitive advantage stems from its comprehensive, all-in-one data-driven engagement platform tailored for the sports and entertainment sectors. By centralizing fan data, providing a 360-degree view of fans, and offering actionable insights through predictive analytics and marketing automation, the company helps clients achieve significant revenue growth and enhanced fan experiences. The integration capabilities with various ticketing systems and CRM solutions further streamline operations for its clients. Its status as "tech veterans" and the use of Sporting Kansas City as a "living lab" for development differentiates its offering and provides a practical foundation for its solutions. The company's Client Success experts have generated over $53 million in revenue across their client portfolio by leveraging data-backed strategies.

13. Future Outlook

Strategic Roadmap

FanThreeSixty's strategic roadmap focuses on continued platform enhancements, including further leveraging AI and expanding its client base across diverse segments within sports and entertainment such as high school associations, theaters, college sports, professional teams, multi-use venues, and race tracks. The company aims to empower clients to maximize their revenue potential by providing clear, precise, and actionable data. There is an ongoing focus on developing automated features and delivering immediate value through core solutions while identifying new, innovative approaches to expand ticket, development, and retail revenues. The 2026 FIFA World Cup in Kansas City presents a significant opportunity for the company to further showcase its capabilities and expand its influence.