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Marketing and Sponsorship

Pacers Hire Shamrock S&E To Find Sponsorships Outside Of Central Indiana

The Pacers recently "signed a deal with Portland, Maine-based Shamrock Sports & Entertainment to help the team land blue-chip national sponsors in nine categories," according to Anthony Schoettle of the INDIANAPOLIS BUSINESS JOURNAL. The primary focus of Shamrock’s hunt "will be outside central Indiana." The 18-month agreement signed earlier this fall and first reported by SportsBusiness Journal "marks the first time the team has signed with an outside sponsorship sales firm in at least 15 years." Local sports marketers said that the Pacers "are likely looking for Shamrock to bring them a range of six-figure-per-year deals." The Pacers "are looking to ink deals with national sponsors in several categories, including auto insurance, household products, personal grooming, wireless, airlines and electronics." Pacers Sports & Entertainment VP/Corporate Partnerships Terry Tiernon said team officials are already "in 'active discussions' with multiple prospects Shamrock has brought to the team." While the Pacers "are Shamrock’s first NBA client," other clients include NASCAR, the PBA and World Series of Poker. The Pacers "currently have 130 sponsors, more than the 80 or so most NBA teams have." But many of those deals "are small and local." Tiernon said that the Pacers "are emphasizing more category-exclusive deals and might pare down the number of sponsors to 100" (IBJ.com, 11/20).

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