Case Study: Golden State Warriors achieves expanded fan reach and data-driven growth with Momentive

How the Golden State Warriors drive their business with market research by Momentive

The Golden State Warriors turned to Momentive market research solutions to better understand fans, expand reach beyond the 18,000‑seat Chase Center, and rapidly adapt business and live-event strategies—especially during the uncertainty of the COVID‑19 pandemic. Their challenge was to listen to both core and casual fans, identify new market opportunities beyond basketball, and make faster, data‑backed decisions across branding, ticketing and digital experiences.

Using Momentive, the Warriors ran brand‑health trackers, pulse and bimonthly surveys to guide programming and safety decisions. Momentive insights led to changes such as adding diverse halftime dance teams (which proved wildly popular), swapping Golden Guardians jerseys for hoodies, testing second‑screen app features, and evaluating the “Oakland Forever” jerseys’ community impact. During COVID‑19, Momentive helped narrow 100+ safety proposals to a dozen community‑endorsed measures—enabling the Warriors to welcome fans back in April 2021 with contactless ticketing, mask and vaccine protocols—and produced faster, more confident, data‑driven outcomes across the organization.

Golden State Warriors

Charles Gao

Senior Manager of Business Strategy and Analytics