• by Jess Nelson , January 27, 2017

Pacers Sports and Entertainment Group, the organization behind the Indiana Pacers NBA team, has partnered with local email technology and marketing technology company Sigstr to boost sponsorship opportunities with dynamic, clickable email signatures. 

The Pacers partnered with the Indianapolis-based Sigstr to seek new opportunities for their corporate sponsors.

Sigstr converts email signatures into dynamic, clickable content ads. Since the emails are dynamic, the banners populate in real time when the consumer clicks on the email, as opposed to when it was sent.

The Pacers leveraged Sigstr’s technology to incorporate one of their sponsors, Kroger, into their employee’s email signatures ahead of Kroger’s sponsorship of the 2016 Opening Night basketball game.

About 175 employees from the Pacers Sports and Entertainment Group implemented Sigstr’s technology into their emails ahead of the October tip-off. The email signature campaign was seen on every 1:1 email sent by Pacers’ employees, resulting in over 53,000 brand impressions and 228 clicks in six days.

The email marketing campaign presented the Pacers with an opportunity to promote ticket sales alongside marketing for their corporate sponsors. Sigstr also provided metrics to the Pacers that proved how the NBA organization generated measurable returns for their sponsor, thus securing Kroger’s sponsorship for the Opening Night of the 2017-2018 season. 

“We were able to show Kroger the exact number of impressions on each email, and to use this in tandem with the numerous other places we were highlighting their game night sponsorship,” states Michael Lake, corporate partnership sales director atPacers Sports and Entertainment Group,in a Sigstr case study.

Over the next two months, the Pacers partnered with Sigstr on an additional nine email signature campaigns promoting corporate sponsors. Over this time, Pacers generated another 300,000 views and 1,300 clicks. 

Founded in 2013, Sigstr has been growing at a rapid pace. The company increased its user base by 470% in 2016, including securing the Indiana Pacers, and boosted its Annual Recurring Revenue by 550% year-over-year.

Sigstr says it powered more than 100 million email signatures last year.