Case Study: Oklahoma City Thunder achieves 97%+ season renewals and personalized fan experiences with Oracle Marketing Cloud

Oklahoma City Thunder Creates Personalized Fan Experiences

Oklahoma City Thunder, the NBA franchise, set out to deepen fan engagement by delivering highly personalized, relevant communications. The team faced two core challenges: creating genuinely meaningful fan experiences and ensuring every communication was pertinent and personalized to individual preferences.

Using a CRM and Oracle Marketing Cloud segmentation tools, the Thunder built a preference center that captures 25–52 data points per fan (favorite player/opponent, birthday, social profiles, demographics, etc.) and supports cross-channel, content and social marketing. That approach powers personalized emails and dynamic campaigns—more than 15 million messages a year—helping the team collect over one million data points, achieve annual renewal rates above 97% for the past three years, and sustain an 85% net promoter score over four years.

Oklahoma City Thunder

Scott Loft

VP of Ticket Sales, Retention, and Database Operations