ScoreMore is extending its collegiate engagement platform into travel commerce, partnering with Badger Connect to launch a hotel booking tool that ties Wisconsin Badgers fan spend directly to athletic and youth sports support. The integration gives fans a purpose-driven booking channel while generating incremental revenue for program stakeholders — positioning ScoreMore at the intersection of loyalty tech and collegiate hospitality.
The platform operates as a white-labeled hotel booking engine surfaced through Badger Connect's existing fan community infrastructure. When Wisconsin supporters book accommodations through the portal — whether for game-day travel, family trips, or conference stays — a portion of the booking revenue is directed back to Badgers-affiliated programs and youth sports initiatives. The model requires no point-of-sale hardware or property management system changes on the hotelier side, relying instead on API integration with existing OTA-adjacent inventory channels to aggregate bookable room supply.
The move reflects a broader pattern in hospitality tech: affinity-based booking platforms that convert captive communities — alumni networks, sports fan bases, association members — into high-intent travel audiences. Rather than competing head-on with OTA giants on price, these platforms differentiate on cause alignment and community identity, reducing customer acquisition cost while driving incremental bookings for participating hotel partners. For hotels, the channel offers pre-qualified leisure demand with lower commission friction than traditional OTA exposure.
Collegiate athletics represents a largely underpenetrated vertical for travel commerce. Fan travel — bowl games, away matchups, recruiting weekends — generates substantial hotel demand that typically flows through generic OTA channels with no revenue benefit to the institutions that drive that demand. ScoreMore's model attempts to recapture a slice of that GMV within a branded ecosystem, a strategy that mirrors what affinity credit card programs have done in the payments space for decades.
ScoreMore has not disclosed ARR figures or the specific take rate applied to completed bookings, but the Badger Connect launch is framed as a replicable template for expansion across other collegiate programs on its platform. The company's trajectory suggests an intent to build a network of fan-community booking hubs, each operating as a revenue-sharing node tied to a specific school or athletic brand. Operator and athletic department commentary on near-term rollout targets has not been made available at publication time.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
