How New York Red Bulls Drives Innovation Through Experimentation

New York Red Bulls analytics director Vamsi Krishna Kunapuli describes how the club has moved beyond judging fan value by ticket price alone, instead measuring total matchday engagement across concessions, merchandise, activations, attendance patterns, and repeat visits. Drawing on experimentation experience from YouTube Originals and Fanatics, his team combines fan segmentation with A/B testing to assess how promotions, pricing, timing, and messaging influence both commercial returns and fan experiences. The club continuously updates audience segments because each event has different opponents, schedules, and attendee profiles, while treating unsuccessful tests as useful evidence that can prevent costly decisions and guide root-cause analysis. Kunapuli also emphasizes that experiments should support shared organizational goals, with commercial teams generating practical hypotheses and analytics providing the infrastructure and strategic support needed to test them rigorously.

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