Dynasty Sports could use M&A to add data capabilities, CEO says

18 October 2019 - 10:44 am UTC

by Joshua Armstrong in Charlottesville, Virginia

Dynasty Sports and Entertainment, a private equity-backed ticketing analytics firm, is hoping to expand its data offerings through organic growth or acquisitions, said founder and CEO Cole Rubin.

 

Targets in the concert, theater or collegiate spaces are attractive, as well as companies that specialize in premium or exclusive content, Rubin noted.

 

“There are interesting opportunities out there that could materialize over the next 12 to 18 months,” he said.

 

Jordan Turkewitz, managing partner of ZMC, which acquired a minority stake in Dynasty in 2018, confirmed that Dynasty is “on the hunt” for technological capabilities and would consider buying companies that provide a function that Dynasty cannot efficiently build on its own.

 

The Boca Raton, Florida-based company started in 2010 as broker in the secondary market for sports tickets, and it used the data from those operations to create an analytics product called Monarch that it licenses to event-hosting companies and sports teams. Competitors in the space include Eventellect.

 

In sports, major-league teams that traditionally use small local ticket brokers are looking for more services that provide broker services and data insights through revenue-sharing partnerships, Turkewitz said. He said there is a lack of companies with a national scope that provide that type of partnership in the live-event and collegiate spaces, he said.

 

Eventually, Dynasty would like to license its product in a software-as-a-service model, allowing rights holders to adapt the service to their needs more easily.

 

After ZMC invested in March 2018, Dynasty purchased distribution inventory and aggregation company Auto Processor. This past August, Dynasty acquired Orange, California-based The Ticket Group, which also provides data and analytics on ticket sales.

 

Because it is seeking bolt-ons for a product, there are no targets too small for Dynasty to consider. On the large end, ZMC would be willing to invest further to fund an acquisition that adds a function customers have requested or that differentiates Dynasty further, Turkewitz said.

 

“The door’s open to try to find something game-chanJuging,” the investor said.

 

Within several years, the company hopes to expand internationally, with Europe being an ideal location, Rubin said. Dynasty would look for markets where robust secondary-market services already exist and where regulations on ticket transfers don’t restrict the flow of that market, Turkewitz said.


Though the company has limited exposure outside the US now, its US partners could bring the product internationally. For example, one current client is Anschutz Entertainment Group (AEG), which could use Dynasty’s services for events at Mercedes-Benz Arena in Shanghai, the CEO said.


The company hears frequently from strategics and other private equity suitors, Turkewitz said. He has heard from potential buyers seeking to invest in entertainment, sports and broader SaaS plays, he added.


In September, AEG bought 100% of ticketing and data company AXS after eight years of holding a minority stake. Also this year, marketing and ticket platform ticktBox Enterprises sold to media research firm Screen Engine/ASI, and ticketing logistics company Vendini was sold by private equity firm Level Equity to Canadian live-entertainment ecommerce firm AudienceView.


Rubin, a co-founder, is the majority owner of Dynasty, and ZMC is the only other owner, they said.

 

Rubin declined to disclose financials. Dynasty has overseen more than USD 3bn in transaction volume to date and has more than 120 employees, the CEO said.