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Sr. Manager, Client Services · MarketScale

Katie Steinberg

Katie Steinberg is Sr. Manager of Client Services at MarketScale, leading the client experience for Fortune 500 brands. She also serves as a host on the Game Changers sports and entertainment series.

4 articlesWebsite ↗
Contributor Brief·Katie Steinberg · 4 articles
Updated Feb 11, 2025

Authenticity and security drive modern sports experience economics

Steinberg argues that fan-generated content and proactive security infrastructure are no longer marketing add-ons but essential drivers of attendance and brand loyalty. She demonstrates that venues treating safety and authentic audience participation as foundational business decisions—rather than afterthoughts—unlock measurable competitive advantage and willingness-to-pay premiums.

69.3%

of fans factor security into attendance decisions

“Fan-created content became the heartbeat of Super Bowl 59, amplifying brand reach through real experiences.”

What Super Bowl 59 Taught Us About UGC

Fan priorities in sports attendance decisions

Security factors into attendance decision69.3 %
Willing to pay extra for security70 %
Venue engagement via UGC impacts loyalty60 %

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35%Security factors
Security factors into attendance decision
Willing to pay extra for security
Venue engagement via UGC impacts loyalty

3 out of 4

eventgoers treat security as attendance prerequisite

Setbacks on and off the field became the foundation for mentoring the next generation of athletes.

Eric Dickerson Turns Career Struggles into Lessons for Young Players

Most fans won't attend events unless they feel safe, forcing venues to rethink their entire security approach from the ground up.

From Gates to Game Time: Lessons in Proactive Stadium Security

“Safety sells—and 69.3% of fans are buying in.”

Themes:Security as revenue driver and attendance prerequisiteUser-generated content as core brand amplification strategyAuthenticity and lived experience reshape sports economics

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  • AM
    Alex M.·2h agoquestion

    What sparked your research into disruptive innovation?

    Curious what the original insight was that led you to the Innovator's Dilemma framework.

  • SL
    Sophia L.·1d agoidea

    Would love a deep-dive into EdTech adoption barriers.

    Your framing of sustaining vs. disruptive innovation feels directly applicable to school systems.

  • DR
    David R.·3d agoquestion

    How do you see AI changing the personalized learning landscape?

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