Every ticket buyer across the 2025 and 2026 seasons, joined to their ZCTA demographic profile and the closest home venue. The headline numbers below recompute as you change the filters above.
Read this before quoting anything. Every figure on this page is built from the same data and counts the same way.
A buyer is one unique email address on a Vivenu ticket order. Online orders and box-office orders both count whenever an email was captured. Walk-up cash sales with no email are not buyers; their tickets and revenue still count at the match level as anonymous walk-up. Group, season, premium, and single-game orders are all the same here: a buyer is a buyer regardless of what they bought, deduplicated by email across both seasons.
Each figure recomputes with the filters above. The line under every number says exactly what it counts.
Use this card on a one pager, in a deck, or as the lead slide in a sponsor pitch.
Every buyer falls into exactly one cohort relative to the 2026 season. STH wins over almost STH, which wins over new and returning.
STH . active 2026 season ticket holder.
Almost STH . attended 4 or more 2026 matches, no STH pass.
New . first purchase ever in 2026, zero 2025 activity.
Returning . bought in both 2025 and 2026.
Lapsed . bought in 2025, zero 2026 activity. The winback list.
ZCTA level concentration relative to the four home venues. Useful for catchment claims, sponsor zip targeting, and growth zip identification.
Sortable by any column. Empty rows are matches not yet on sale.
Useful for ad spend scheduling, match week pushes, and understanding the typical sales curve.
Shop = Vivenu sales channel. Promo codes show net of redeemed discount.
2026 is partial. The footnote calls out any metric where the partial picture skews the comparison.
2026 figures are point in time as of last refresh. Several matches have not yet gone on sale, so revenue and ticket totals will continue to climb. STH count, geographic concentration, and demographic profile are the most apples to apples metrics this early in the season.
Definitions, data sources, and how the cohort math works.
Each unique email lowercased = one buyer. Walk up POS sales without an email are aggregated separately and counted in match attendance but not in unique buyer totals. Comp tickets are tracked but excluded from revenue. Premium ticket detection is name pattern based; the regex used is in the definitions column.
Demographic stats (median HHI, family with kids, owner occupied) come from the buyer's billing address ZCTA, joined to ACS 2024 5 year estimates. Buyers without a SC, GA, or NC zip are excluded from the demographic averages but still counted in raw audience numbers.
Distance is Haversine from the ZCTA centroid to the closer of four home venues (Paladin in 2025; Stone, Clemson, and GE Vernova in 2026). Catchment = within 25 miles of any.