July 17, 2023 Published On: Sports Business Journal

601 Analytics inks data deal with Saints, Pelicans

601 Analytics is announcing this morning a new deal with the Saints and Pelicans to help both organizations build out their data efforts, including the provision of data insights and predictions around ticketing, food and beverage, merchandise, marketing and fan engagement. The G-League Birmingham Squadron, which is also owned by Gayle Benson, is included in the partnership. 601 Analytics’s client roster includes other multi-team ownership groups like Ilitch Sports & Entertainment. “If I’m a multi-portfolio (organization) and I want to pull in data from three different parking systems from two different venues, that’s challenging but we’ve already done that for them,” said 601 Analytics co-founder Matthew Jafarian.

601 Analytics, which originated within the HEAT organization, now has clients in the NBA, NHL, MLB, NFL, as well as other entertainment venues, representing 38 sites in total. Jafarian said that 601 Analytics has grown to more than 35 employees and that its revenue for FY 2023, which just ended, was up 3.5 times year-over-year.

Quote from Rich Barbier, Vice President | Consumer Insights & Analytics, New Orleans Saints & Pelicans:

“We’re thrilled to be partnering with 601 Analytics – a team that not only knows data but is also deeply familiar with the challenges unique to sports and entertainment. We are up-leveling our ability to gain insight into our fans, operations, and revenue sources. This will unlock our data’s full potential, helping us to deliver greater value to our customers and improved efficiency for our ownership.”