The Indiana Fever and parent organisation Pacers Sports & Entertainment are implementing Salesforce's Agentforce digital labour platform to autonomously scale personalised fan engagement and augment marketing operations with agentic AI. The deployment follows the Fever's record-breaking 2024 season, which delivered a 265% increase in attendance from the prior season and the most game tickets sold in franchise history.
The implementation centres on Salesforce Data Cloud unifying previously siloed data to create comprehensive fan profiles incorporating ticket purchases, merchandise transactions, and service requests. Agentforce within Marketing Cloud will leverage this unified data to autonomously craft individualised email campaigns tailored to fan preferences and behaviours. The system analyses contact records and automatically generates marketing recommendations using transactional, behavioural, and demographic insights without manual intervention.
Specific automated capabilities include alerting sales representatives about upcoming fan birthdays with suggested discount codes, notifying customers when preferred player jerseys restock, and promoting games featuring preferred matchups. The AI-driven approach addresses the franchise's need to scale personalised content creation and distribution for its rapidly expanding fanbase.
"We are building the most valuable database in professional sports, and this partnership with Salesforce is a significant step in that direction," said Joey Graziano, EVP, Strategy & New Business Ventures, Pacers Sports & Entertainment. "Agentforce will help us enhance how we engage with our fanbase by offering personalised recommendations at scale, unlocking new opportunities for the Indiana Fever and the entire PS&E ecosystem."
Data Cloud will unify customer data across all PS&E properties including the Indiana Fever, Indiana Pacers, Gainbridge Fieldhouse, online stores, multiple POS systems and ticketing platforms. Future plans include deploying Agentforce to power the fan-centric "ONE loyalty program" through a unified app for managing interactions across all PS&E properties and channels.
The deployment demonstrates enterprise AI's capacity to transform fan engagement operations through automated personalisation at scale. The unified data approach enables cross-property customer insights while reducing manual marketing tasks. Success metrics centre on maintaining growth momentum from the record-setting 2024 season through enhanced fan experience delivery and operational efficiency gains.