How the WNBA’s fastest growing team is using Salesforce and the power of data to transform their business with recent heightened demand 

The WNBA’s Indiana Fever is tapping into Salesforce technology, including Data Cloud, Marketing Cloud, Service Cloud, Sales Cloud, and Tableau, to better engage with its rapidly-growing fanbase. This strategic move aims to transform new, one-time ticket holders into lifelong fans, ensuring sustained growth for the team and creating deeper connections with its audience.

Why it’s significant: The Fever is leading the WNBA in ticket sales this season, with more than 200,000 fans attending home games since the season tipped off in May. This marks the highest number of tickets sold in franchise history and a 265% increase in attendance over last season. 

The opportunity: A longstanding Salesforce customer, the red-hot WNBA team turned to Salesforce in a larger capacity to better capitalize on the team’s surge in popularity, bringing sales, service, and marketing efforts together to consolidate valuable data and insights to create personalized fan experiences.

Fast fact: In 2024, Indiana Fever jersey sales increased by over 1,000%. 

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Salesforce tools at play:

• The Fever uses Data Cloud to build a unified, scalable data ecosystem to consolidate data across multiple sources, including Ticketmaster, league data, and more. Data Cloud then integrates with Marketing Cloud to personalize fan engagement with tailored emails, web pop-ups, and customized offers, such as front-row seats at the next game, merchandise discounts, or exclusive events steered by previous purchases.

• Service Cloud, Sales Cloud, and Tableau help the Fever deliver efficient and meaningful customer service experiences by tracking fan interactions with the department over time. The Fever can also automate customer service tasks, like sending confirmation emails and responding to customer inquiries to ensure consistent, timely, and reliable service that puts the fan experience at the center. For example, if someone reports a problem, Service Cloud technology automatically creates a case, allowing customer service to address the issue promptly.

• The Fever is also using Sales Cloud to obtain an integrated view of fans. Paired with Marketing Cloud post-game fan experience emails, Sales Cloud surveys are integrated into fan emails so they can share feedback on their experience following home games. Fans who rate their experience low or identify problem areas will trigger a case, allowing the Fever’s customer service team to quickly address any fan experience issues.   

Fast fact: Since October 2023, the Fever has experienced a 10x increase in fan interactions on the WNBA app and team website. Plus, an additional 1.3 million followers are now following the Fever’s social media channels.

Now, as the Fever looks to capitalize on a wave of new fans, Salesforce technology is helping them scale their efforts, bringing data together with Data, Marketing, Sales, and Service Clouds to ensure every fan becomes a lifelong fan.

Marla Thompson, SVP, Cloud GTM Strategy

Salesforce perspective: “Since 2019, the Indiana Fever’s collaboration with Salesforce has guided this exciting team’s approach to fan interactions, creating a more personalized, engaging, and seamless experience,” said Marla Thompson, SVP, Cloud GTM Strategy at Salesforce. “Now, as the Fever looks to capitalize on a wave of new fans, Salesforce technology is helping them scale their efforts, bringing data together with Data, Marketing, Sales, and Service Clouds to ensure every fan becomes a lifelong fan.” 

More information:

• Watch Dreamforce 2024 for more customer stories
• Learn more about Data Cloud, Marketing Cloud, Service Cloud, Sales Cloud, and Tableau
• Read more Salesforce customer success stories