That’s the answer sports teams’ marketers have been looking for ever since Butch Cassidy asked the Sundance Kid that question.

Earlier this month our briefing posited that a sports team really wants to find out all they can about the person actually in the seat, not the season ticket holder. Pretty basic. It also leads to the question of the value of the season ticket holder.

Some season ticket holders are purists, meaning they themselves attend the games along with a small circle of family, friends or close associates. Other account holders are conduit, meaning they sell a great many of their games in order to spread out the costs of their ticket account, as well as profit from a team’s success. But by being conduit, they give the team a much broader account base to market to.

So the purists, like me, don’t really help a team tap into new revenue streams. Conversely, an account holder who routinely sells their seats on the secondary market, while being considered somewhat mercenary by some, brings more patrons to the team.

Circling back to entrenched expectations versus the ability to market to those actually attending the games needn’t be a one-size-fits-all solution. So too whether a team stays with traditional access versus mobile access should be a process where the account holder’s own behavior can help formulate the best strategy, remembering that adoption and not adaption, is usually the best path.