How the Indiana Pacers Use Marketing to Engage Fans and Build Their Brand

In the highly competitive world of professional basketball, marketing is as crucial as the talent on the court. The Indiana Pacers, a team with a generous history in the NBA, have embraced modern marketing strategies to enhance fan engagement, increase ticket sales, and establish a distinct brand identity. By leveraging technology, executing creative social media campaigns, and fostering community connections, the Pacers have positioned themselves as innovators in the sports industry.

This article explores the different types of marketing tactics employed by the Indiana Pacers, including data-driven personalization, community-focused initiatives, digital content strategies, and innovative partnerships that continue to elevate the team’s presence in the NBA.

Data-Driven Personalization

The Pacers have shifted their focus from broad brand marketing to a more personalized approach, creating more relevant experiences for individual fans. By integrating transactional data from Ticketmaster into Salesforce using Mulesoft, the marketing team tailors outreach based on sales and fan personas. This allows them to send targeted promotions, customized ticket offers, and personalized messages that enhance engagement and loyalty.

The Pacers leverage real-time data to determine when and how to reach fans most effectively. For example, they analyze when a fan last attended a game, what kind of tickets they typically purchase, and even their engagement with past promotions. This approach enables the team to send strategic emails, notifications, and messages that feel directly relevant to each fan.

“We’re moving from a brand-driven approach to a fan-driven approach, where we use data to engage people on a personal level,” said the Pacers’ marketing team in an interview with Salesforce.

Community Engagement

Basketball is greatly embedded in Indiana’s culture and history. Understanding this, the Pacers’ campaign “We Grow Basketball Here” is an example of how the team celebrates the state’s love for the sport while connecting with fans on a more personal level. From youth leagues and high school championships to college basketball and the professional stage, this campaign reinforces the idea that Indiana is the heart of basketball in America, and the Pacers are a central part of that legacy. The initiative also highlights the Pacers’ commitment to their homegrown fan base.

Beyond branding, the Pacers actively participate in local events and engage with their community in meaningful ways. A great example is their surprise jersey launch at the River West StreetFest, where they unveiled their new branding in front of an enthusiastic local crowd. Rather than opting for a corporate press event, the Pacers chose an authentic, grassroots setting, making fans feel like an integral part of the franchise’s evolution.

Community-focused initiatives like youth basketball camps, local charity events, and outreach programs further solidify the Pacers’ place in Indiana’s sports culture. These efforts not only build brand loyalty but also ensure that future generations remain invested in and engaged with the team.

Digital Content and Social Media Innovation

With such a digital presence in today’s digital age, social media is a vital component of any sports marketing strategy. The Pacers have fully embraced this trend, producing high-quality, engaging content across platforms, including Instagram, TikTok, X, and YouTube.

One of their most successful campaigns was the “Hali-ween” project, a creative Halloween-themed tribute to their star player, Tyrese Haliburton. The campaign featured a horror-movie-style video that transformed Haliburton into a supernatural force on the court. The campaign highlighted his growing reputation as a rising star while engaging fans in a fun, seasonal way. The results were remarkable, with about fifteen times more engagement than the team’s average Instagram posts and about five times more engagement on TikTok.

Another standout example of their digital marketing excellence was the Gainbridge Fieldhouse Opening Night content series. The Pacers created an animated journey through the newly renovated arena, showcasing the fan experience throughout the event. In addition to these campaigns, the Pacers have effectively utilized multimedia marketing by sharing highlight reels, behind-the-scenes footage, and personal interviews across various platforms, strengthening their connection with the community.

The team’s strategy is not just about creativity, it is about leveraging engagement throughout the duration of events being hosted. During live games, the Pacers’ social media team shares highlights, behind-the-scenes content, and interactive polls that keep fans engaged even if they are not in the arena. This approach has helped them increase online interactions and build a stronger digital presence.

Technological Integration

To stay ahead in the constantly changing sports marketing efforts and trends, the Pacers have embraced technology-driven partnerships. One of the most effective collaborations has been with Salesforce, which has allowed the team to streamline customer relationship management (CRM) and optimize their fan engagement strategy.

Through Salesforce Marketing Cloud, the Pacers have been able to automate email campaigns, track fan engagement, and refine their targeting methods based on real-time data. This ensures that their marketing efforts are not only personalized but also data-driven and results-oriented. 

In addition, the Pacers have focused on improving the experience for those in the arena through digital enhancements. Features like mobile ticketing, in-seat ordering, and interactive area maps provide fans with a seamless, tech-enabled experience on game day. By integrating these digital conveniences, they ensure that attending a Pacers game is as easy and enjoyable as possible.

How Businesses Can Learn from the Pacers 

The Indiana Pacers’ marketing success provides valuable lessons for businesses looking to strengthen their brand and customer engagement. One of the key takeaways is the power of personalization. The Pacers utilize Salesforce as their customer management system (CMS) to track fan interactions and preferences, allowing them to tailor their outreach with data-driven insights. This ensures that fans receive content and offers that align with their interests, enhancing engagement and fostering loyalty. A well-implemented CMS is one of the most efficient ways to market to engaged and high-value customers, following the 80/20 rule where 80% of revenue often comes from the top 20% of customers. For smaller businesses, leveraging a CMS can streamline marketing efforts, maximize customer retention, and drive sustainable growth by delivering highly targeted campaigns.

data-driven insights to tailor their outreach, ensuring fans receive content and offers that align with their interests. Businesses can go about this approach similarly, by leveraging customer data to create targeted marketing campaigns that foster loyalty and drive engagement. 

Another important lesson is the importance of community engagement. The Pacers have built a really strong local following by actively participating in events, supporting youth basketball programs, and reinforcing their connection to the culture of basketball in Indiana. Businesses can replicate this by investing in community initiatives, partnering with local organizations, and creating campaigns that resonate with their audiences more.

The team’s digital approach highlights the significance of social media. By producing innovative campaigns and leveraging engagement during games, the Pacers keep their audience entertained and invested. Businesses can benefit from adopting a content strategy that is more interactive and compelling to make sure attention is captured by their audiences or clients.

Finally, the Pacers’ integration of technology through partnerships with Salesforce has helped them optimize fan experiences and marketing strategies being made. If businesses look into similar partnerships, they can enhance their efforts and capabilities.

Conclusion

The Indiana Pacers’ marketing success lies in the team’s ability to adapt, innovate, and connect with their audience in meaningful ways. They have set a new standard in the NBA for fan engagement and brand building by embracing personalization, community engagement, digital content innovation, and partnerships. 

The Pacers’ approach should serve as an example for ways that other businesses could enhance their connection with fans. The Pacers have proven that a strong marketing strategy can be just as impactful as a great team on the court.