Monster Jam® creates new opportunities for stadium business: Magnus Danielsson


Monster Jam®: Magnus Danielsson

It’s pure adrenalin rush!

Scores of Monster Jam® trucks executing eye-popping stunts as they push through piles of dirt and debris, much to the delight of a cheering audience in a packed stadium. With more than 350 live events each year, Monster Jam performs in some of the most high-profile venues around the world providing the most unforgettable experiences for the entire family!

“Monster Jam is the perfect family entertainment brand mixing racing, showmanship and the ultimate fan experience into one incredible, action-packed live show that is suitable for all families and all ages,” says Magnus Danielsson, the man responsible for the sales and marketing of Monster Jam worldwide in his role as the International Vice President of Feld Entertainment’s motor sports division. “One of the great things about Monster Jam is that it so easily translates into any language or culture because it’s all about the entertainment and action, which is universal,” Magnus Danielsson tells Coliseum in an exclusive interview.

“Monster Jam features some of the most recognizable trucks in the world including Grave Digger®, Max-DTM, ZombieTM, El Toro Loco®, and more. Our pre-show experience provides unparalleled access allowing fans onto the actual racetrack where they can meet the drivers, get up close to the Monster Jam trucks, collect autographs, take photos and explore the obstacles… before they get demolished,” he adds.

World is where the action is

Danielsson oversees all international sales and marketing for Feld Entertainment’s motor sports activities around the globe. This encompasses every region outside of North America, and puts him in charge of a vast team working with the brand.

During his tenure, Feld Entertainment has experienced strong and steady growth internationally, opening up new markets and regions year on year. With a clear strategy and focus on international expansion of the brand, Danielsson hopes to continue leading his team to maximize the growth of the business, and move Feld Entertainment productions into new, untapped markets.

Today, it is said that the world is where the action is. To that extent, Monster Jam is all about action and in recent times the action motor sports has indeed reached out to the world.

“To date, Monster Jam has performed in 48 cities in 24 countries outside the continental United States and we fully expect those figures to increase each year. Monster Jam events are now broadcast globally on television in over 200 countries and fans from over 45 countries follow and interact with us on social media,” elaborates Danielsson.

“There’s no question that the live show benefits from this increased exposure but it remains the most important driver of our global business,” he adds.

Bringing new customers to stadiums

The growing popularity and ever-increasing fan base of Monster Jam means that it is emerging as a great alternative revenue option for the stadium and sports venue sector. “The primary focus of most stadiums is sporting events with the occasional concert or festival. Monster Jam allows a stadium to further diversify its offerings with a family show that can bring new customers to the venue and create added value for existing club and suite holders as well as sponsors,” explains Danielsson.

“Once we enter a market, a key goal for us is to try and build consistency by returning on regular basis, annually where possible. This means a venue can add Monster Jam to their regular booking schedule allowing them to be more opportunistic when considering ‘one-off’ opportunities such as concerts, etc.,” he says.

Elaborating further on how Monster Jam works with stadium operators to ensure smooth execution and maximum success of the show, Danielsson says, “Our Operations team visits every stadium before we go on-sale to layout the event footprint, design the track, confirm safety holds and address other logistical considerations.”

“It’s a real testament to our team that Monster Jam has successfully performed in just about every type of stadium configuration and environment there is,” he quips with a hint of deserving pride.

With more and more stadiums seeing the opportunities that Monster Jam creates for them, the venue options for the action sports show is also on the rise. Just last year, Feld Entertainment and Lagardère Unlimited Stadium Solutions announced plans to expand the number of Monster Jam performances in Lagardère’s stadiums in Europe and South America.

The deal appears to be a testimony of how Monster Jam is providing new audiences and revenue streams for stadiums and other such arenas.

“Wherever possible we route our show to take advantage of what would normally be a dark period in a stadium’s schedule creating new revenue streams in what would typically be a limited booking environment. A Monster Jam show with the Party in the Pits (our pre-show) can last several hours becoming a ‘day out’ for the family meaning increased F&B and other ancillary revenue opportunities,”

Fan experience, top priority

Danielsson also emphasises hugely on fan experience and safety as his top priority. “Fan experience and safety are the number one priority. We constantly develop our offer, content, etc. keeping this in mind,” he says.

Asked about what the company does with the data it collects of hundreds of new fans, Danielsson says: “We utilize it to enhance fan experience. We routinely contact our past customers to offer them best tickets at best prices when we go on sale. Moreover, the data help us in understanding who our audience are in each market and help to customize our shows to their preference. In many markets we have an established customer database from our years of touring Disney On Ice so we can also cross promote Feld’s larger portfolio of touring properties.”

“This data can result in additional enhancements to the show such as bringing trucks that might have greater appeal to a certain market. Also, knowing the ratios of customers coming with young kids can help in planning the timeline of the event and making sure we allow sufficient time for all the guests to access facilities during the intermission,” he says.

“Furthermore, when we know where our customers come from we are able to work with public transportation management to make adequate arrangements and make sure customers can have a great experience during the whole day out,” he adds.

Big passion for motorsports

And who would know it better than Danielsson, who has built a career around motorsports and entertainment marketing over decades.

Danielsson has a big passion for motorsports and entertainment marketing and a broad experience from several different racing classes and lines of business spanning from Formula 1 to running one of the largest racing teams in Scandinavia.

Before joining as Vice President of Feld Entertainment’s motor sports division, Danielsson was the President at Touring Exhibitions, a world leader in creating interactive exhibition features. As President, he managed a large team who developed and toured internationally ABBAWORLD, a travelling interactive exhibition about the musical phenomenon ABBA. Danielsson was also the driver behind the opening of the permanent ABBA the Museum in Stockholm, Sweden. He has held key positions at Live Nation Scandinavia as well, last as Head of Marketing.

This is Danielsson’s second role with Feld Entertainment, the world’s largest producer of live touring family entertainment. He previously served as a Senior Director with Feld Entertainment’s motor sports division (formerly Live Nation Motor Sports) from 2004 to 2008, where he was responsible for establishing Monster Jam and other motorsports properties in Europe.

Feld Motor Sports will offer new insights on its journey and expansion plans at this year’s Coliseum Summits in Doha, Las Vegas and Beijing. Participants will get a ringside view of the road ahead from Feld Motor Sports representatives who will make exclusive presentations and also chat in person at the summits.

Keep following for more information.

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