When you step inside Lumen Field on a Sunday afternoon, you can feel the thunderous surge of energy from tens of thousands of fans. The Seattle Seahawks’ “12s” are more than spectators; they’re part of the action, driving a connection that defines what it means to be a sports fan.
That connection has always been emotional. But increasingly, it’s also digital. Every ticket purchase, app download, concession order, and online interaction tells a piece of a fan’s story. The challenge for teams, as it is for nearly every brand today, is putting those pieces together into something meaningful.
At Amperity, that’s the challenge we set out to solve. And nowhere has that mission come to life more vividly than in our hometown, through our partnership with the Seattle Seahawks.
A Hometown Collaboration
As a Seattle-based company, partnering with the Seahawks to help them celebrate their 50th anniversary felt both natural and personal. We already work with the Mariners and the Sounders, so collaborating with the Seahawks meant helping yet another team in our backyard strengthen its connection with the community we share.
The Seahawks have one of the most passionate fan bases in professional sports. Their fans show up—online, in person, and all year long. But behind the scenes, like most modern organizations, the team’s fan data lived in silos: ticketing here, retail there, digital interactions somewhere else. Without a unified view, it was nearly impossible to see each fan as a whole person, let alone deliver personalized experiences that reflect their loyalty.
The Power of Seeing the Whole Fan
That’s where our technology comes in. Using Amperity’s multi-patented identity resolution, the Seahawks unified all their fan data from ticketing, retail, digital, and engagement systems into a single, trusted view.
The impact was immediate. They achieved a 61.5% de-duplication of fan records, discovered 5,000 previously unidentified fans, and cut segmentation time from days to minutes. Marketing teams gained the ability to reach broader audiences with enriched, standardized data that powers more relevant campaigns.
Those aren’t just numbers; they represent a deeper understanding of real people. Fans who were once invisible in the system can now be recognized, appreciated, and invited into the larger Seahawks community. It’s about turning hidden data into human connection.
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From Data to Experience
You can’t deliver great fan experiences without great data. When that data is unified, the possibilities expand exponentially. A single, accurate fan view allows teams to anticipate needs, reduce friction, and make every touchpoint feel personal.
For the Seahawks, this means everything from personalized game-day offers to smoother experiences at Lumen Field. Maybe it’s a reminder about parking for season ticket holders, a merchandise offer tied to a favorite player, or an exclusive invite for long-time fans. Online, it could be content tailored to engagement patterns or a loyalty program that rewards both passion and participation.
When fans feel recognized, it deepens their emotional connection to the team. That connection is what keeps them coming back year after year.
Building a Foundation, Not Replacing Systems
One of the most common misconceptions about data platforms is that they replace existing systems. In reality, our job is to make those systems work better together.
Amperity connects directly to a team’s marketing, ticketing, and data-warehouse platforms—in this case, the Seahawks’ Snowflake environment—to reconcile inconsistencies, merge duplicates, and fill in missing details. The result is a “single source of truth” that flows back into the team’s existing tools.
That clarity eliminates wasted marketing spend, ensures the right message reaches the right audience, and creates a clear line of sight between marketing effort and business impact. It’s the difference between guessing what fans want and actually knowing.
The Shift from Personalization to Prediction
As AI and predictive analytics mature, we’re entering a new era of fan engagement that moves from personalization to prediction. Instead of waiting to see how fans behave, teams can anticipate what they’ll want next.
Imagine knowing when a fan is likely to renew season tickets, or what kind of merchandise they’ll be interested in before a big game. That’s no longer hypothetical; it’s happening today.
By connecting patterns of behavior across channels, AI can help teams craft experiences that feel effortless and relevant. It’s a quiet revolution: technology working in the background to make every interaction more human.
Beyond the Stadium
While sports are an ideal showcase for what connected data can do, the lessons extend to nearly every industry. Whether you’re an airline, retailer, or hotel brand, the challenge is the same: fragmented customer data prevents you from fully understanding and serving your audience.
The Seahawks offer a visible, tangible example of what’s possible when that data is unified. You can literally see it on game day—the smoother operations, the personalized touchpoints, the moments that feel almost anticipatory. But the same principles apply anywhere relationships drive business outcomes.
Every organization wants to engage customers more deeply. The key is trust in your data, in your systems, and in your ability to act on insights responsibly.
Keeping Data Clean—and Useful
Of course, data isn’t static. Fans evolve. New ones join the community, while long-time supporters change their habits. The data foundation that powers engagement must evolve, too.
Amperity continuously ingests and reconciles new data to ensure every fan profile remains accurate and actionable. It’s not just about keeping information clean; it’s about keeping it useful. A fan who bought a jersey last season might be interested in a new one this year, but only if you know who they are and what they care about.
This is where technology serves something larger: the human experience of being seen, valued, and understood.
The Future of the 12s
As the Seahawks celebrate fifty years of football, they’re also laying the groundwork for the next fifty. The partnership between the team and Amperity is about more than analytics, it’s about honoring the passion of the 12s. We do that by meeting them where they are, both physically and digitally.
Every roar from the stands begins with a single fan. Now, thanks to unified data, the Seahawks can hear those individual voices more clearly, respond more thoughtfully, and keep the conversation going long after the final whistle.
Technology doesn’t replace the heart of fandom, it amplifies it. And when you combine the emotion of sports with the intelligence of data, you create something powerful: experiences that feel personal at scale, memories that last, and loyalty that grows stronger with every season.