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Broadway’s No Guarantees Productions invests $2.5 million in SINE Digital

The digital marketing firm represents several of the 2023-2024 Broadway season’s shows.

SINE Digital has received $2.5 million in seed funding from the Broadway production company No Guarantees Productions. The investment will allow the U.K.-based live entertainment and sports marketing agency to expand its presence in the U.S. market and further develop its technology.

Founded in 2017, SINE uses data science to eliminate marketing wastage (inefficient marketing strategies) and turn single-event ticket buyers into repeat customers. SINE has provided digital marketing on seven of productions seen on Broadway in the 2023-2024 season, including the new musicals “Back to the Future” and “Water for Elephants” as well as revivals of “Merrily We Roll Along” and “An Enemy of the People.” 

“This is a fantastic milestone for SINE Digital that will accelerate our expansion in the U.S. and globally,” said James Dale, CEO of SINE, in a statement. “Since we launched, we’ve shown those in live entertainment and sports how data science can unlock new audiences, eliminate marketing spend ‘wastage’ and deliver exceptional returns. No Guarantees Productions is at the forefront of innovation in the theater industry and saw our potential, providing support and direct investment to expand our team and in-house tech capability.”

No Guarantees Productions has won Tony Awards as part of the producing team of 2019’s “Hadestown,” the 2021 revival of “Company,” 2022’s “Lehman Trilogy” and 2022’s “Leopoldstadt.” The company is currently nominated for three 2024 Tony Awards for co-producing “Merrily,” “Hell’s Kitchen” and “Stereophonic.”

“SINE Digital has developed a stellar reputation for its innovative and data-first marketing approach across theater and live entertainment, and we are thrilled to partner with them to help Broadway expand its digital presence, which our recent research shows is deeply needed,” Megan O’Keefe, executive vice president of No Guarantees, said. “Broadway continues to be over-reliant on traditional marketing channels, but new audiences are increasingly focused on digital, particularly post-shutdown, and our marketing must be as well. No Guarantees Productions is proud to invest in SINE Digital to help them bring their pioneering approach to the U.S., to help Broadway cultivate new audiences and ensure the industry has a strong future.”

Along with the investment announcement, SINE has also named Scott Lupi as SINE’s new executive director and Beth Watson as executive vice president. Both appointees are no strangers to digital marketing. Lupi served as chief operating officer at Super Awesome Friends, while Watson was vice president/account director at SpotCo.

“We’re delighted to welcome Scott Lupi and Beth Watson who bring a wealth of experience and share our passion for using performance marketing to transform the audience reach of live entertainment brands,” Dale added. “We can’t wait for the next stage of our growth.”

“I am thrilled to be joining the SINE Digital team at this milestone moment,” said Lupi. “The agency is redefining audience engagement for live entertainment and sport. Sitting at the crossroads of art and technology, SINE Digital creates transformative digital strategies where marketing is elevated by data-driven insights. I look forward to helping brands reach new demographics, make marketing spend more efficient and translate ticket buyers into loyal fans.”

“This is an incredible opportunity to be part of leading SINE Digital’s Broadway and U.S. expansion, building on the unmatched results already being achieved by the agency for its clients,” commented Watson. “I am really looking forward to being part of a team applying a new blueprint for how data science can transform audience reach for clients.”