This spring, Pacers Sports & Entertainment launched Fieldhouse Media Network: It's the first media network of its kind to be managed by a professional sports team with the goal of connecting advertisers with its fanbase.

Fieldhouse Media Network partnered with Deloitte and Yieldmo to make it possible for brands to reach Pacers and Fever fans beyond when they visit Indiana’s Gainbridge Fieldhouse to see a game.

In the last year alone, authenticated ticket purchasers and visitors to the arena have originated from all 50 US states and 57 countries, according to the Pacers.

Data and ad tech partners help the Fieldhouse Media Network reach these fans on preferred channels away from the game, matching ads with sports content they’re passionate about.

Reaching Pacers, Fever and Boom fans

Fieldhouse Media Network uses Converge by Deloitte for Sports, a fan data platform built on Deloitte Ascend. This platform draws on data from 250 million sports fans globally to activate Pacers Sports & Entertainment’s first-party fan data in a privacy-safe environment, according to a press release. This data layer enriches the first-party data Pacers Sports & Entertainment has in their Salesforce CDP for fans of the NBA’s Indiana Pacers, the WNBA’s Indiana Fever and the NBA G-League team, the Noblesville Boom.

The Fieldhouse Media Network currently includes over 500 publishers that can show ads to fans around digital news content and highlight videos, and through connected TV (CTV). Additionally, Fieldhouse Media Network offers email and SMS campaigns to advertisers.

There are also plans to open the network to social media platforms in the future, according to Kenzi Inman, associate vice president of business ventures and strategic development, at Pacers Sports & Entertainment. Some ad packages already include exposure on the Pacers’ social media accounts, Inman said.

The right fans in the right context

Since being a sports fan goes far beyond simply attending a game, a sports media network can open up ad opportunities to a much larger audience. Additionally, digital channels bring fans close to the action so they can participate even if they are out-of-state or halfway around the world.

“Fan behavior has really caught up to our technology,” said Li-Shen Lee, principal and general manager of Converge by Deloitte for Sports, Deloitte Consulting LLP. “Our fans are everywhere, they’re streaming, they’re scrolling, they’re buying merch at midnight. But the teams have really only been set up to monetize the ones who walk through the door.”

She added: “[Fans who don’t attend games] are very engaged, they’re authenticated fans, they may not live in the area or attend a game, and until now there really hasn’t been a way to package that audience as a media product with real measurement behind it.”

Ads are delivered to the Fieldhouse Media Network audience with the help of Yieldmo’s YMax.ai ad platform and this collaboration allows advertisers to reach fans alongside obvious Pacers and Fever content on the open web. But the trove of privacy-safe data allows media network ad placements to dig deeper into "intersections with lifestyles and passion points,” said Eric Herd, global head of sports and emerging products at Yieldmo.

“You might have a foodie who’s interested in tailgating, and a publication who’s talking about sports tailgating, and that may be of interest to a prospective partner of the Pacers and Fever who’s looking to sell charcoal,” Herd said.

Rolling out campaigns

Although the Pacers missed the playoffs while star Tyrese Haliburton recovers from a torn Achilles tendon, Indiana hoops fans will be engaged this summer by the Fever and generational star guard Caitlin Clark.

Fieldhouse Media Network advertisers will now have the opportunity to reach these passionate fans in a relevant context on digital channels.

The technology and data behind the media network give the Pacers confidence that fans will see messages that add to their digital experience.

“The experience for fans is that if they notice some more ads, they won’t be annoyed as much, because those ads will be more catered to their interest,” said Inman. “Personalized offerings, as a fan, will improve their online experience and increase the offering to our partners.”

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