In this episode, Jeremy sits down with Jonathan Hufnagel, founder and CEO of Dash, the leading fan activation platform used by over 400 sports teams across North America. What started as a digital auction tool has evolved into a comprehensive fan engagement and e-commerce solution helping teams drive revenue, generate leads, and create unforgettable in-game experiences.
Jonathan shares the story behind Dash's creation, how they're helping teams simplify promotions like jersey auctions and mystery tickets, and why now is the time for teams to lean into digital engagement — not shy away from it. Plus, hear real-world success stories from teams like the Florida Everblades and Coachella Valley Firebirds that are driving major ROI through creative, data-driven activations.
Whether you're in ticketing, sponsorship, or marketing, this episode is packed with actionable ideas to help your team move faster, sell smarter, and activate fans more effectively.
🔑 Topics Covered:
- The origin story of Dash and its evolution beyond auctions
- Why "making it easy" is the key to digital fan engagement
- How to drive revenue with creative promotions like:
- First Goal Puck auctions
- Guaranteed giveaways
- Mystery tickets
- Tips for using Dash to activate sponsors AND collect leads
- How front offices can start simple and scale over time
- Why you shouldn’t assume your fans won’t engage digitally
- Using data (like names, emails, and transactions) to close the loop with fans
- The shift from sponsorship “branding” to sponsorship performance
💡 Notable Quotes:
“You’ve got to stop making buying decisions for your fans before you've even given them the opportunity.” — Jonathan Hufnagel
“Most people want to win. When there's urgency, limited quantity, and emotion involved, you sell more.”
“Activations are moving from signage to experiences. That’s where ROI lives.”
🔗 Resources & Links:
- Learn more about Dash: https://winwithdash.com
- Follow Jonathan on LinkedIn: Jonathan Hufnagel
- Watch Jeremy’s tutorial on how to use Dash (coming soon!)
📲 Subscribe & Follow:
Don’t miss a future episode of The Sports Marketing Machine!
Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine
Popular Podcasts
NFL Daily with Gregg Rosenthal
Gregg Rosenthal and a rotating crew of elite NFL Media co-hosts, including Patrick Claybon, Colleen Wolfe, Steve Wyche, Nick Shook and Jourdan Rodrigue of The Athletic get you caught up daily on all the NFL news and analysis you need to be smarter and funnier than your friends.
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com