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Summary
Mississippi State University Athletics sought to modernize fan engagement with ticketing, information, and game-day experiences. With a diverse fan base and multiple ticketed and non-ticketed sports, their team sought a way to reduce friction, create revenue opportunities, and scale outreach without relying solely on outbound calls.
“We want to make it easier for fans to be able to reach us at any time.”
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Challenge
While the chat was used as a day-to-day tool for the team, getting connected to fans directly and faster still presented a challenge. With demand increasing due to team success, and fans often having questions outside of office hours this led to missed opportunities and limited visibility into fan interest across non-ticketed sports. The team started to brainstorm ways to make navigating the website simpler for not just fans but anyone looking for information on Mississippi State Athletics.
“We would rely more on our emails or people filling out ticket interest forms and calling them.”
Solution
Mississippi State integrated Satisfi Labs’ AI agent with FEVO ticketing embedded. Now, fans can buy single-game tickets directly in chat. With the chat transcript and content capture features, sales reps can quickly call warm leads, already understanding what a fan was looking for, and provide detailed information and upsell to more relevant and valuable packages. As the success of the team has grown this season, as they climb up the rankings, staff is already scaled to meet every fan’s question along the way. The AI agent also provides tailored information about all sports, including those not currently ticketed. The chat captures true fan intent, and runs around the clock, ensuring revenue is captured even when staff aren’t available.
“The website chat turns into a really warm lead. We know someone is interested in attending the Texas game in two weeks and know what they’re looking for based on chat messages. It gives us a better lead than a straight cold call, where you don’t really know what the person is thinking when they pick up the phone.”
Ashley Williams
Director, Revenue Generation, Mississippi State
Results
Mississippi State’s AI agent quickly proved its value, driving $10,000+ in new ticketing revenue so far this year (2025) and accounting for 30-35% of all warm leads for the sales team, depending on the season. Roughly one in four tickets were purchased entirely within chat, including many after hours — “we’re actually making money even when we’re not here,” Ashley explained. For the sales team, the biggest win has been the quality of the leads: “chat brings us warm leads, not cold calls,” giving reps better conversations and faster closes. Beyond immediate sales, the agents are also helping Mississippi State cultivate future fans, capturing interest across non-ticketed sports and building relationships that will translate into season tickets, group sales, and even future philathropic donations.
“Chat has changed the way we think about ticket sales. We’re actually making money even when we’re not here, because fans can buy directly through chat after hours. The biggest benefit for our team is that it brings us warm leads, not just working a cold call list, so we already know what fans are looking for before we pick up the phone. And it’s not just about today’s tickets. We’re using chat to connect with fans across all of our sports, even non-ticketed ones, so we can build those relationships now and turn them into lifelong supporters down the road.” “The best part for our sales team is that the chat brings us warm leads we can actually work with. It’s selling tickets even when we’re not at our desks, and it’s helping us build real relationships with fans that turn into future sales.”
Ashley Williams
Director, Revenue Generation, Mississippi State