Welcome to THE ULTIMATE TOOLKIT Unlimited

A message from
Steve DeLay

the ultimate toolkit unlimited Overview

60 Years of Revenue Growing Experience for Less Than Your Monthly Rent 

Sounds crazy doesn’t it?

Crazy that you can get all of Jon Spoelstra and my experiences in growing ticket and sponsorship revenue and running teams for less than your monthly rent.

The Ultimate Toolkit Unlimited is a radical departure from what you’re used to from consultants. Typically, a consultant would charge you an arm and a leg to show up and tell you how to improve your business, and then leave you to figure it out. We’re flipping the script. We’re giving you all of the material from The Ultimate Toolkit to Sell the Last Seat in the House AND The Ultimate Toolkit – Sponsorships for less than what you pay in rent.

Here is the catch. There are only ten teams or organizations that will be able to purchase this on a yearly basis. 

Here’s what’s included:


I’ve recorded all new video modules going step by step through the strategy and tactics to increase ticket sales including new material on:

  • Sellout Strategy
  • Ticket product development including perks, benefits, packages, groups and single game.
  • How to negotiate All-You-Can-Eat with your food service provider.
  • Ticket Marketing
  • Sales Staff Structure
  • Reporting
  • Sample sales collateral sheets. No need to re-create the wheel. Just cut and paste what my salespeople use on sales calls.
  • This is perfect for anybody involved in ticket sales and marketing

Our most popular online training program walks you step by step through the group sales process for full-time salespeople, seasonal salespeople and interns. Unlimited access.

You get unlimited access to our online B2B ticket sales training program for anyone selling on businesses to sell tickets. It’s the same material I would provide in an in-person boot camp and I still review all the videos submitted.

Don’t waste time telemarketing single game buyers without the right training for your sales staff and a digital marketing strategy. This online program gets new salespeople up and running and making calls in one day.


Some have called this the bible for dramatically increasing corporate partnership sales. It works at all levels of sport sponsorships including colleges. You’ll receive:

Sponsorship Strategy & Tactics – Video version. The video version covers step by step the how to on:
• Capturing all your possible inventory. In the building, media, online and off-site are covered.
• Building corporate partnership packages with Anchor Partnerships. Don’t just use a menu, package partnership inventory with a purpose to reduce the number of partners and increase revenue.
• Pricing. There is no science but gut feel. How to price your corporate partnerships to set records.
• Naming Rights deal. Stadium/Arena strategies, interior naming rights deals and more.
• Non-traditional corporate partnership categories. These categories are ones you normally wouldn’t even think of calling on but we give you strategies on how to develop packages that meet their business goals. Have your Sponsorship sales and service staff members go through this program.

True, traffic driving promotions including retail promotions, online promotions, and more. The steps needed to truly create traffic driving promotions that meet the 5-Question Acid Test including promotions already written up by category.

Sales training on how to get the appointment and how to make the sponsorship sales pitch.

Sample partnership proposals including Naming Rights, Founding Partnership, Signature, B2B and HR Proposals.


You will have regularly scheduled calls twice a month with Steve where you bring the agenda. 

Email Steve anytime for help or with questions.

A few of our recent team successes

"Our ticket revenue is up over $500,000 this year and Steve's philosophies have been very easy to implement and get the team behind."

Minor League Hockey Team
"I've had a long history of using the Sellout Mentality to impact athletics programs. At Xavier, we went from 6,500 fans per game to 98 percent capacity and selling out 10 of 12 home games. The success allowed us to move forward in building a new facility."
Mike Hermann
Senior Associate Director of Athletics
Pacific University

"We are up $141,000 in group sales this summer and The Ultimate Toolkit has been a big factor in that increase!"

Trish Rasberry
General Manager
Lake Country DockHounds

Unlimited online course membership:
get all of our ticket & Sponsorship tools
for one monthly membership of $995 per month.

You will have full access to Ticket Sales Strategy & Tactics, Group Sales Superstar, B2B Ticket Sales Superstar, Inside Sales Superstar and The Ultimate Toolkit – Sponsorships. You will have everything you need to dramatically increased ticket and sponsorship revenue.

Yes, your entire team can be using the training materials at the same time. 

Unlimited access is $995 per month for a minimum of 12 months. After 12 months you can cancel at any time. You can still purchase individual courses through the information below.

SEPArate course offerings

Group Sales Superstar

Group Sales Superstar is a proven method to dramatically increase group sales. It will teach a salesperson how to find the right group leader, what questions to ask, how to make the right recommendation, handle objections, make the sale and finally how to get the renewals and referrals along the way.

B2B Ticket Sales Superstar

Selling tickets to businesses takes specific skills and training. This program teaches a salesperson how to get an appointment with any top-level executive, how to make an effective ticket sales presentation, recommend the right product and successfully develop relationships across your community’s business landscape.


Inside Sales Superstar

Inbound and outbound calls to Joe Fan have their own unique approach. In these Modules, we will teach various strategies to help your Inside Sales team succeed in selling more tickets.

Strategy & Tactics 3.0

The idea behind this program is to build on what we launched with the original Ultimate Toolkit and help you sell even more tickets. We have added new ideas and tools into the online version for 3.0.

From strategy & tactics to in-depth training,
we will quickly help your team dramatically
increase ticket and sponsorship revenue.

About Us

Steve DeLay

Managing Partner

More than 30 years of experience in the sports industry as an executive, consultant and now team owner, Steve co-wrote The Ultimate Toolkit to Sell the Last Seat in the House with Jon Spoelstra, the industry standard for ticket sales strategy, tactics and training.

Brandon Raphael

Executive Vice President

With more than 20 years in the sports industry, Brandon is currently serving as the president of the Macon Bacon and co-owner, along with DeLay, of the Florence Flamingos. He has worked in major professional sports, minor league baseball and college athletics.

Michael Brinkman

Vice President, Sales

Michael has spent 20+ years in sports generating revenue on both the team and agency side. He worked with Steve while in Las Vegas and later worked for the Minnesota Wild before joining back up with The Ultimate Toolkit.

Need More Information?

We can schedule a call to discuss how we can assist your team in raising its revenue through ticket sales or sponsorships. 

Steve DeLay



Michael Brinkman