INDIANAPOLIS - A team executive says a recently-announced partnership between Pacers Sports and Entertainment and Inc. (NYSE: CRM) is part of an effort aimed at becoming a leader in team sports technology. PS&E President Rick Fuson says the idea was hatched about 15 months ago after a meeting between team owner Herb Simon and Salesforce Marketing Cloud Chief Executive Bob Stutz. "There's no doubt that Herb Simon and (co-owner) Steve Simon want us to be a leader in the technology field," said Fuson. "Really, Herb met Bob Stutz and said let's talk about this partnership that we're going to be number one is sports and the best in sports to be able to personalize this fan experience."

In an interview on Inside INdiana Business with Gerry Dick, Fuson and Stutz talked about the partnership and how the 2021 NBA All Star Game in Indianapolis could expand it on a global stage.

Calling it the "Ultimate Indiana Pacers Fan Experience," Fuson says the team and Salesforce will collaborate to connect with fans on a "personalized journey" via email marketing, social media, digital advertising and customer service.

Plans call for the partnership to extend to all PS&E teams and brands, including the Indiana Fever of the WNBA, Fort Wayne Mad Ants of the NBA G League and Pacers Gaming in the NBA 2K League as well as concerts and events at Banker's Life Fieldhouse.