Pacers Sports & Entertainment Teams Up With Salesforce to Revolutionize Fan Experience Through AI

Partnership Leverages Salesforce’s Agentforce AI Platform to Capitalize on Indiana Fever’s Record Growth

INDIANAPOLIS – Pacers Sports & Entertainment (PS&E), parent organization of the Indiana Fever and Indiana Pacers, has entered a transformative partnership with Salesforce to redefine fan engagement through cutting-edge AI technology. The collaboration comes as the Indiana Fever franchise rides an extraordinary wave of popularity, boasting:

Record-shattering ticket sales
Unprecedented 265% surge in game attendance
Historic merchandise sales growth

The AI-Powered Fan Engagement Revolution

PS&E is deploying Salesforce’s new Agentforce AI platform alongside Marketing Cloud and Data Cloud to create:

Unified Fan Profiles
- Aggregates data from ticketing, merchandise, service history, and digital interactions
- Enables hyper-personalized communication at scale
Automated Personalization Engine
- AI-generated birthday offers, game day promotions, and merchandise alerts
- Dynamic content creation without manual intervention
Next-Gen Loyalty Program
- “ONE” digital platform launching soon
- Unified access to tickets, rewards, and exclusive content across all PS&E properties

Strategic Impact

“This partnership establishes the technological foundation for what we believe will become one of professional sports’ most valuable fan engagement ecosystems,” said a PS&E executive. The integration allows:

Real-time personalization for 500,000+ fans
Seamless cross-platform experiences from arena to app
Data-driven decision making to anticipate fan needs

The Fever Effect

The timing coincides with the Indiana Fever’s meteoric rise, fueled by star power and surging WNBA popularity. Salesforce’s AI capabilities will help PS&E:

Capitalize on momentous fan growth
Convert casual viewers into lifelong supporters
Deliver premium experiences that match on-court excitement

Industry Implications

As sports organizations compete for fan attention in the digital age, PS&E’s AI implementation represents a new playbook for:

Scaling personalization without proportional staffing increases
Monetizing engagement through smart loyalty programs
Future-proofing fan relationships with adaptive AI

The partnership signals a new era where every fan interaction—from ticket purchase to concession stand visit—becomes part of a continuous, intelligent conversation powered by artificial intelligence.

About the Partners

Pacers Sports & Entertainment: Owner of NBA’s Pacers, WNBA’s Fever, and Gainbridge Fieldhouse
Salesforce: Global leader in CRM and AI solutions, now bringing agentic AI to sports

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