Syring noted that 2022-23 was a record revenue year for the Thunder, but it was also a year that they didn’t make the playoffs. While Syring said Thunder partners certainly take advantage of the exposure the Finals bring—with credentialed press from 40 countries in Oklahoma City for the event—having American Fidelity sponsor its book bus or Devon Energy buy the Thunder’s Loud City Partnerships’ naming rights for the home of the NCAA Women’s College Softball World Series (and 2028 Olympic softball host site) demonstrates an enduring commitment to the surrounding community that’s repaid in engagement and sales around the Finals.
This year, the Thunder also received city council approval for a new $1 billion arena that was overwhelmingly supported by voters and will keep the team in Oklahoma 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. “Because your community drives ticket sales. It drives sponsorships. It drives fan development. 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 difficult to run an effective business.”
‘Certain victory
The Pacers have handed out tens of thousands of gold shirts and placards throughout Indianapolis during the playoffs, with brand partners Starry, Kroger, and Key Bank stamped on each iteration.
“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,” Beadlescomb said. “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 visible throughout the city from a graphic on the JW Marriott, less than a mile from Gainbridge Fieldhouse. Bars downtown are awash in gold signs, gold towels, and gold posters. Even when the Pacers have been on the road, the team has filled Pacers watch parties at Gainbridge Fieldhouse, with seats going for $5 apiece and proceeds going to the Pacers Foundation.
