Indiana Fever and PS&E Leverage Salesforce’s Agentforce to Enhance Personalized Fan Engagement and Drive Growth

Indiana Fever and Pacers Sports & Entertainment (PS&E) have partnered with Salesforce to leverage its advanced AI solutions, specifically Agentforce, Data Cloud, and Marketing Cloud, to enhance and personalize fan engagement. This move comes after the Indiana Fever achieved unprecedented growth in 2024, setting new records in viewership, game attendance, and digital engagement. The team sold the most game tickets in franchise history and witnessed a 265% increase in attendance from the previous season. To capitalize on this momentum, the Fever aims to scale its marketing and sales efforts through AI-driven automation and personalization. Agentforce, Salesforce’s digital labor platform, will play a crucial role in this initiative by autonomously managing and deepening connections with the team's expanding fanbase. By integrating with the Salesforce Data Cloud, which consolidates data from various sources, Agentforce will create detailed fan profiles that encompass ticket purchases, merchandise transactions, and service requests. This rich, unified data allows for highly personalized marketing and sales interactions. For example, the system can automatically generate birthday discounts, notify fans when their favorite player’s jersey is back in stock, or promote games featuring top matchups, all without manual intervention. Marketing Cloud will further empower the Fever to execute targeted and intelligent engagement strategies. It will enable the team to craft individualized email campaigns and other communications that align with each fan's specific interests and behaviors. The combination of these tools ensures that every interaction feels customized and relevant, enhancing fan loyalty and overall satisfaction. Joey Graziano, Executive Vice President of Strategy & New Business Ventures at PS&E, is enthusiastic about the partnership. He believes that the collaboration with Salesforce will significantly contribute to building the most valuable database in professional sports. "This partnership is a crucial step towards our goal of enhancing fan engagement and unlocking new opportunities for the Indiana Fever and the entire PS&E ecosystem," Graziano stated. Adam Evans, Senior Vice President of Product at Salesforce, echoed Graziano’s optimism. "The Indiana Fever and PS&E are seizing a pivotal moment by using our unified Salesforce Platform to understand and nurture their rapidly growing fanbase. This partnership sets a new standard for fan engagement in the WNBA and beyond," Evans noted. Looking ahead, PS&E plans to expand the use of Data Cloud to unify customer data across all its properties, including the Indiana Pacers, the Gainbridge Fieldhouse event venue, online stores, point-of-sale (POS) systems, and ticketing platforms. The organization is also developing a fan-centric "ONE loyalty program" that aims to create a single, integrated app for fans to manage and interact with every touch point across all PS&E properties and channels. This app will further streamline the fan experience and deepen PS&E's understanding of its audience. Salesforce, known for its AI-driven CRM (Customer Relationship Management) solutions, is well-positioned to support PS&E in its mission. Agentforce, a key component of this strategy, seamlessly integrates with Customer 360 applications and Einstein AI, allowing for efficient and effective fan engagement. By automating routine tasks and providing insights that inform strategic decisions, Agentforce helps PS&E's marketing and sales teams focus on more impactful activities. The integration of these AI solutions is expected to revolutionize how the Indiana Fever and PS&E connect with fans. Not only will it improve the fan experience, but it will also drive operational efficiency and open up new revenue streams. Industry insiders view this partnership as a forward-thinking move that aligns with the growing trend of leveraging AI to personalize and scale fan engagement. They believe that the Fever's innovative approach could serve as a model for other WNBA and NBA teams looking to enhance their digital presence and fan relationships. Salesforce's commitment to reimagining business with AI and its robust platform capabilities make it an ideal partner for PS&E. As the Fever continues to grow and gain recognition, particularly with the addition of standout player Caitlin Clark, the use of AI will be crucial in maintaining and expanding their fanbase. The partnership is anticipated to set a high bar for fan engagement in professional sports, demonstrating the potential of technology to transform the way teams interact with their supporters. Pacers Sports & Entertainment, encompassing the Indiana Pacers, Indiana Fever, Noblesville Boom, Pacers Foundation, and Gainbridge Fieldhouse, is dedicated to delivering quality entertainment and exceptional service. Their innovative use of Salesforce's AI tools underscores their commitment to staying at the forefront of technological advancements in the sports industry.