KAGR
KAGR (Kraft Analytics Group) is a privately held SaaS and professional services company that provides data warehousing, predictive analytics, and strategic consulting to professional sports leagues, college athletics, and entertainment properties, helping organizations unify fan data across ticketing, retail, digital, and sales channels.
- Company typePrivate
- Founded2016
- HeadquartersBoxborough, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What KAGR does
KAGR (Kraft Analytics Group) is a privately held SaaS and professional services company providing data management, advanced analytics, and strategic consulting to the sports and entertainment industry. Founded in 2016 as a spin-off from The Kraft Group, the company was built on the analytics technology originally developed internally for the New England Patriots ownership, and today it serves clients across the majority of major U.S. sports leagues, college athletics, and international sports properties. The company is headquartered at Gillette Stadium in Foxborough, Massachusetts, and remains a subsidiary of The Kraft Group (owned by Robert Kraft), with CEO Jessica Gelman — who co-founded the MIT Sloan Sports Analytics Conference in 2006 — leading the business.
KAGR's core product is a proprietary cloud-based platform (accessed via portal.kagr.com) that combines a centralized data warehouse, dashboard modules, predictive analytics models, and bi-directional data feeds, with optional professional services covering implementation, training, and ongoing client support. The platform consolidates fan and customer data from ticketing, retail, digital, and sales channels into a unified view, enabling predictive use cases such as season-ticket-holder retention modeling. The company also publishes the Fan Demand Index, a proprietary indicator tracking fan willingness to return to live events using market and behavioral data.
KAGR sells exclusively through direct enterprise field sales, structured around Master Client Agreements with Statements of Work governing per-client subscription terms, authorized-user counts, and implementation services. Pricing is not publicly disclosed; contracts are multi-year with non-cancellable, non-refundable payment obligations. Named customers include the NCAA, AC Milan, Seattle Storm, Kroenke Sports & Entertainment (Nuggets/Avalanche/Rapids/Mammoth), HBSE (76ers/Devils/Prudential Center), Philadelphia Eagles, Los Angeles Rams, Minnesota Timberwolves/Lynx, Tepper Sports & Entertainment, Philadelphia Flyers, NASCAR, Real Salt Lake, Sacramento Kings, On Location, and Comcast Spectacor. JPMorgan Chase acquired a minority stake in June 2021, becoming both investor and client.
KAGR firmographics
Firmographics- Name
- KAGR
- Legal name
- KAGR LLC
- Website
- https://kagr.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- KAGR (Kraft Analytics Group) is a privately held SaaS and professional services company that provides data warehousing, predictive analytics, and strategic consulting to professional sports leagues, college athletics, and entertainment properties, helping organizations unify fan data across ticketing, retail, digital, and sales channels.
- Ownership category
- akta.pro rank
KAGR industry classification
Industry- Product category
- Sports Analytics Software
- akta.pro primary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
- akta.pro secondary industries
- Customer Support, CRM & Fan Engagement for Ticketing (MPAGAJAI), Ticketing & Event Distribution Networks (Affiliates/Partners) (MPAGAJAE), Subscription Fan Membership Platforms (Paid Communities) (MPACAFAA), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI)
Keywords
Where KAGR is headquartered
LocationHeadquarters
- HQ city
- Boxborough
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
KAGR business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Platform Subscription Services: Subscription-based licensing of the KAGR Platform for access by Authorized Users during the Platform Subscription Term. Fees are set forth in Statements of Work (SOWs) and include non-cancellable, non-refundable payment obligations. Subscriptions cover platform access, implementation services, client services, and training.
- Professional Services: Consulting services including Platform Implementation Services (discovery, design, data warehouse implementation, dashboard modules, analytics models), Platform Training Services, and ongoing Platform Client Services (support, maintenance, dashboard enhancements). Billed as part of SOWs with reimbursable expenses for travel and other out-of-pocket costs.
- Data Strategy Consulting: Strategic consulting services to help organizations develop data-first approaches and use analytics to grow revenue across ticketing, retail, digital, sales and other areas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Subscription-based platform licensing with tiered Authorized User counts |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
KAGR product offering
Product offeringCore offering
KAGR (Kraft Analytics Group) provides a proprietary cloud-based SaaS data analytics and warehousing platform (the KAGR Platform) that consolidates fan and customer data from ticketing, retail, digital, and sales sources for sports and entertainment organizations. The platform delivers dashboard visualizations, predictive analytics models, and a unified data warehouse, and is complemented by data management, advanced analytics, and strategic consulting services. The proprietary Fan Demand Index is also offered as a standalone indicator measuring fan willingness to return to live events.
Product overview
KAGR (Kraft Analytics Group) offers a unified platform-plus-services model combining its proprietary KAGR Platform (a SaaS-based data analytics and warehousing system) with professional services. The platform provides Dashboard Modules for data visualization, Analytics Models for predictive forecasting, and a Data Warehouse for consolidating client data. These are complemented by Data Management Services, Advanced Analytics Services, and Strategic Consulting. The company also offers proprietary products like the Fan Demand Index. The architecture includes a Portal interface for authorized users, a Direct Database for client data storage, and various implementation and training services.
Differentiator
Problem solved
Functional benefit
Products and services
- KAGR Platform A proprietary cloud-based, on-demand data analytics and warehousing SaaS platform for sports and entertainment organizations. Provides data management, dashboard visualizations, predictive analytics models, and a unified data warehouse, accessed by Authorized Users via subscription through the KAGR Portal (portal.kagr.com).
- Fan Demand Index A proprietary index developed and published by KAGR that measures and forecasts fan willingness to return to live events and sports venues. Incorporates market data, COVID-19 factors, economic indicators, and consumer behavior information to track fan avidity and demand.
- Data Management Services Implementation and ongoing data management services including discovery, design, data warehouse implementation, and data standardization/cleansing for sports and entertainment clients. Billed as part of Statements of Work under the Master Client Agreement.
- Advanced Analytics Services Analytics services including the development and deployment of Analytics Models, dashboard creation, and ongoing data analysis to derive business insights across ticketing, retail, digital, and sales functions. Includes Platform Client Services for ongoing support, maintenance, and dashboard enhancements.
- Strategic Consulting Services Strategic consulting to help sports and entertainment organizations develop data-first approaches and use analytics to grow revenue across ticketing, retail, digital, and sales operations. Includes Platform Training Services for Authorized Users.
Quantifiable outcome
- If a season ticket holder misses a fourth game in one season, she is probably not going to renew - enabling targeted intervention
- +2 more outcomes
Companies that use KAGR
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles4 records
KAGR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature6 records
KAGR partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- On LocationcoreMulti-year extension of partnership to drive continued growth through data-driven consumer and market insights. On Location is a leading global provider of premium hospitality experiences for more than 120 rights partners. The partnership enhances world-class hospitality experiences using KAGR's analytics capabilities.
- Seattle StormcoreMulti-year agreement to innovate and enhance fan experience while driving business growth through investments in data, analytics and technology. Seattle Storm became the first WNBA team on KAGR's SaaS platform.
- Denver Nuggets/Avalanche/Rapids/Mammoth (Kroenke Sports & Entertainment)corePartnership to accelerate the Denver properties' understanding of their fans and drive growth through data-driven consumer and market insights. Covers NBA, NHL, MLS, and NLL teams.
- AC MilancoreGroundbreaking partnership to pioneer fan experience with new fan data strategy initiative. KAGR's deep expertise and data-first approach will evolve AC Milan's consumer understanding and create a new gold standard in European football. Partnership aims to enhance fan engagement, drive experience, and unlock new revenue streams through global retail and brand sponsorships.
- Real Salt Lake/Utah Royals FCcoreMulti-year partnership to accelerate the Utah soccer properties' joint data-first approach to growing soccer fandom in Utah.
- NCAAcorePartnership to innovate fan experience with new data and insights. The collaboration will build one of the largest college sports fan databases in the country.
- Minnesota Timberwolves/LynxcoreExtended partnership to create transformative growth and double fanbase over next five years. KAGR CEO Jessica Gelman supports analytic and consulting efforts with emphasis on exponential growth of women's athletics.
- Tepper Sports & Entertainment (Carolina Panthers/Charlotte Hornets)coreMulti-year agreement focused on technology platform, centralized data warehouse, and strategy services to enrich fan experience with new data and analytics capabilities.
- NASCARcoreMulti-year partnership extension focused on innovation and enhancing fan experience. Includes new ticketing partner RFP process. KAGR supports NASCAR's data-powered sales engine.
- Los Angeles RamscoreMulti-year agreement to innovate in data and analytics to better capture, understand and engage fans and partners, both in the Los Angeles market and beyond. KAGR data platform empowers the Rams using foundational data management and warehousing.
- Philadelphia EaglescoreAnalytics partnership for better targeting and monetization of wide range of fans from high rollers to overseas followers, including personalization push.
- Comcast Spectator/Philadelphia FlyerscoreBuilding analytics organization through platform implementation and ongoing analytics support.
- Philadelphia FlyersminorPartnership to build out data infrastructure. KAGR supports NHL club's data warehousing and analytics needs.
- Philadelphia 76ers/New Jersey Devils/Prudential Center (HBSE)coreMulti-year partnership to accelerate collection of customer information across three HBSE properties and improve HBSE's data strategy.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
KAGR competitors and assessment
Company assessmentBroad incumbents
- Tableau (Salesforce): General-purpose data visualization and BI platform commonly used by sports organizations for internal analytics. Represents the DIY alternative against which KAGR must justify its vertical value-add.
- Salesforce: General-purpose CRM and analytics cloud whose Marketing/Analytics Clouds are sometimes used by sports organizations instead of vertical solutions like KAGR. Adjacent alternative buyer-side choice.
- Sportradar: Large public sports data and content company serving sportsbooks, leagues, and media globally. A broader incumbent that increasingly competes in fan-engagement/CRM adjacent to KAGR's core.
- SAP Sports & Entertainment: Enterprise software incumbent offering analytics and CRM solutions to large sports organizations. Wider portfolio play overlapping with KAGR at the upper end of the sports team market.
Direct peers
- Catapult Sports: Provider of athlete tracking, performance analytics, and team-management software used by elite sports teams globally. Overlapping buyer (sports organizations) and category (team-facing analytics SaaS).
- Genius Sports: Sports data and technology company serving leagues, sportsbooks, and media. Increasingly expanding into team-facing analytics and fan engagement, putting it in direct competition with KAGR.
- Second Spectrum: AI-powered sports tracking and analytics company focused on professional teams and leagues, particularly in basketball and football. Competes with KAGR for advanced team analytics contracts.
- Stats Perform: Major sports data and AI analytics provider serving teams, leagues, and media with Opta data feeds and team analytics platforms. Direct competitor to KAGR in the sports team/league analytics segment.
- Hudl: Sports video and analytics platform primarily serving college and high-school athletics with performance analysis tools. Comparable in customer segment overlap (NCAA) and category of team/athlete analytics SaaS.
Emerging players
- Kinexon: Real-time location and analytics provider for sports and industry. Partial overlap with KAGR via sports team customers, but with a different core technology (tracking hardware/software).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
KAGR social profiles
Digital presenceKAGR financial estimates
Financial estimateRevenue estimate
Valuation estimate
KAGR leadership team
Management profileNumber of profiles
Profiles1 record
KAGR funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KAGR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about KAGR
What does KAGR do?
KAGR (Kraft Analytics Group) provides a proprietary cloud-based SaaS data analytics and warehousing platform (the KAGR Platform) that consolidates fan and customer data from ticketing, retail, digital, and sales sources for sports and entertainment organizations. The platform delivers dashboard visualizations, predictive analytics models, and a unified data warehouse, and is complemented by data management, advanced analytics, and strategic consulting services. The proprietary Fan Demand Index is also offered as a standalone indicator measuring fan willingness to return to live events.
Is KAGR a public or private company?
KAGR is a private company. It is classified as corporate owned and is currently operating.
When was KAGR founded?
KAGR was founded in 2016. It employs 51 to 100 people.
Where is KAGR based?
KAGR is headquartered in Boxborough, United States, in the North America region.
How does KAGR make money?
Three revenue lines are on record. Platform Subscription Services are the primary driver. The others are professional Services and data Strategy Consulting.
Who are KAGR's main competitors?
Broad incumbents on record are Tableau (Salesforce), Salesforce, Sportradar and SAP Sports & Entertainment. Direct peers are Catapult Sports, Genius Sports, Second Spectrum, Stats Perform and Hudl. Kinexon is listed as an emerging player.
Does KAGR have an API?
No public API is recorded for KAGR.
What industry is KAGR in?
KAGR's product category is Sports Analytics Software. Its primary akta.pro industry code is MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned), with a secondary code of MPAGAJAI, Customer Support, CRM & Fan Engagement for Ticketing.