Michigan State Implements Seat Adjustment for Men’s Basketball

Michigan State University, looking to capitalize on the success of their men’s basketball program, implemented a seat adjustment for the 2009-2010 season. The Spartans finished as the national runner-up in the 2008-2009 season and added a fifth Final Four appearance in the past 11 years. The Spartan Fund – the fund raising arm for Michigan State Athletics – is leveraging this perennial success as well as increased engagement from both current and new donors.

Michigan State has not administered a seat adjustment since 1995, while a large number of top programs across the country reseat on a consistent basis. Under the new seat adjustment, season ticket holders earn priority seating through the new “Spartan Points” system, which reflects the donor’s overall investment in MSU Athletics. Spartan Points rankings were used to schedule each donor’s seat selection time using the popular Seat Relocation Management System (SRMS) by Ballena Technologies.

Seat relocations allow universities to maintain a more market-driven approach to seating. Permitting donors to stay in the same seats each year without increasing their giving level does not allow the athletic department to secure the highest potential value for each seat. Reseating ensures donor turnover and allows for donors who are willing to pay the maximum value a chance to secure their preferred seats. Clearly, this is a revenue-maximizing initiative, while programs such as Spartan Points also make certain donors are still being rewarded for their loyalty to their program. Although no immediate figures are available, Michigan State has positioned itself for long-term increases in giving to the Athletic Department.

By Matt Kirinovic