Pacers Sports & Entertainment (PS&E) has joined forces with Salesforce to boost the experience of fans that watch its various sports teams and visit its venues.

The partnership will initially focus on the Indiana Pacers NBA basketball team, with PS&E setting a goal of creating the ‘Ultimate Indiana Pacers Fan Experience’.

PS&E will now deploy Salesforce DMP, Social Studio and Ad Studio with its use of Marketing Cloud, which it said will enable it to digitally interact with fans during games.

The organisation said by rolling out these various technologies, as well as adding Salesforce Einstein Analytics and MuleSoft, it will be able to unify its customer information on one platform and better understand fan behaviour and provide them with more relevant content.

PS&E also said the partnership will allow it to engage new fans on social media, email personalised content in the lead up to home games, and push real-time offers during games through the official Pacers mobile application.

Rick Fuson, president and chief operating officer of PS&E, said: “Our fans are the heart of our organisation and we want to deliver the best possible experiences to them.

“With Salesforce, we’re bringing digital to the forefront of the fan experience, using innovative technologies such as artificial intelligence to better engage with our fans when and how they want, with content that is highly personalised to them.”

In the long-term, PS&E plans to roll out Salesforce technologies across its Indiana Fever WNBA basketball team, Fort Wayne Mad Ants NBA G League development franchise and the Pacers Gaming NBA 2K League esports outfit.

The initiative will also extend to the Bankers Life Fieldhouse arena and Pacers Foundation.

Bob Stutz, chief executive of Salesforce Marketing Cloud, added: “With Salesforce, the PS&E organisation, including the Indiana Pacers, will be able to deliver a fully connected fan experience, engaging fans with the right message at the right time, on their preferred channel – before, during and after games, concerts and events to improve the experience for its fans around the world.”

Image: Peter Collins