NBA Finals Marketing: Pacers & Thunder Success
- The Indiana Pacers and Oklahoma City thunder both advanced to Game 7 of the NBA Finals, elevating their sports marketing, merchandise, and media presence.
- By 2012,when a team featuring Kevin Durant,Russell Westbrook,and james Harden reached the Finals,the city had just over 601,000 residents.
- This year, with Shai Gilgeous-Alexander named league MVP and memories of three losing seasons (2021-2023) fading, the Thunder continued their "Onward" marketing strategy.
The Oklahoma City Thunder and Indiana Pacers capitalized on deep playoff runs, achieving significant wins in sports marketing and merchandise sales, all while boosting community engagement. The Thunder’s “Onward” strategy and the Pacers’ “Gold Out” campaign are prime examples of effective playoff sports marketing. Discover how these NBA teams, spotlighting primary_keyword marketing strategies, drove fan engagement, brand partnerships, and ultimately, revenue. News Directory 3 covers the key elements and the impact of these secondary_keyword marketing initiatives. discover what’s next for these teams as they build on this momentum!
Pacers, Thunder Score Big with Playoff Sports Marketing
Updated June 22, 2025
The Indiana Pacers and Oklahoma City thunder both advanced to Game 7 of the NBA Finals, elevating their sports marketing, merchandise, and media presence.
Oklahoma City welcomed the Thunder in 2008. By 2012,when a team featuring Kevin Durant,Russell Westbrook,and james Harden reached the Finals,the city had just over 601,000 residents. The city’s population has as grown to more than 713,000, becoming the 20th-largest in the U.S. and more diverse.
This year, with Shai Gilgeous-Alexander named league MVP and memories of three losing seasons (2021-2023) fading, the Thunder continued their “Onward” marketing strategy. This approach integrated fans, brands, and community partners, featuring all 18 players on merchandise and graphics, commissioning local designers for special gear, and driving sales through their website and events.
Clay Syring, the Thunder’s vice president of corporate communications and community relations, said that the team had record revenue in 2022-23, despite not making the playoffs. He noted that while partners leverage the Finals’ exposure, American Fidelity sponsors the Thunder’s book bus, and Devon energy bought naming rights for the NCAA Women’s College Softball World Series venue, demonstrating a commitment to the community that translates to engagement and sales.
The oklahoma City council approved a new $1 billion arena, overwhelmingly supported by voters, securing the team in the city for at least 25 more years.
“In pro sports, I would argue you are only as good as the level of engagement you get from your community,” Syring said. “As your community drives ticket sales. It drives sponsorships. It drives fan growth. It drives bookings in the camps that Michelle’s team is running. It drives merchandise sales. If your team, your community, is only engaged when your team is playing well, it’s very challenging to run an effective business.”
‘Certain victory’
During the playoffs, the Pacers distributed tens of thousands of gold shirts and placards throughout Indianapolis, branded with partners Starry, Kroger, and Key Bank.
“It is hard to go anywhere in Indianapolis right now and not see a number of variations, because we do ‘Gold outs’-and we did them all last playoffs and this playoffs.That means there are like 20 different designs out there,” said Todd Beadlescomb, chief marketing officer for Pacers Sports & entertainment. “You’ll be at a restaurant downtown, and you might see five different playoff shirts that people have worn in the last month.”
The “Yes ‘Cers” slogan is displayed throughout the city, including on the JW marriott near Gainbridge Fieldhouse. Downtown bars feature gold signs, towels, and posters. Even during away games, the team hosted watch parties at Gainbridge Fieldhouse, with $5 tickets benefiting the pacers Foundation.
The team highlighted Haliburton’s clutch shots and the fact that eight players averaged at least 10 points during the playoffs. They emphasized the bond between players, fans, and other Indiana teams, promoting the idea that “basketball matters more in Indiana.”
Following an Eastern Conference Finals against the New York Knicks that averaged nearly 7 million viewers per game, the Pacers spotlighted supportive celebrities like ESPN commentator and former Indianapolis Colts punter Pat mcafee, actor Terry Crews, TNT playcaller and Pacers legend Reggie Miller, and Indianapolis 500 winner Alex Palou.
The increased attention on Indianapolis during the NBA Finals also benefited other ventures, including the Wheeler-Dowe Boys & Girls Club of Indianapolis, the Fever’s WNBA Commissioner’s cup run, and Indianapolis’ upcoming WNBA All-Star host duties in July, marked by a Tamika Catchings mural.
“It’s been an unbelievable time for us in the city and the pacers and Fever brands simultaneously occurring-you can’t fake or manufacture that type of energy,” Beadlescomb said. “We always try to leverage the opportunities at hand and make the most of them, but sometimes that timing is so perfect and and the synergy provides just extra special opportunities, and we’re there, so we’re trying to cherish it, enjoy it, and maximize it for our city and our state.”