Australian tech consultancy, Engaging.io has been appointed by a leading Texas-based US National Basketball Association (NBA) team to revamp its marketing and communication strategies. It did not name team.

The Sydney-based agency, known for its expertise in CRM implementation, will transition the NBA team from Oracle’s Eloqua marketing automation platform to HubSpot, aiming to drive greater efficiencies and personalisation for fans.

Engaging.io's appointment follows the successful completion of a Ticketmaster integration and HubSpot onboarding for a Sydney NRL team. The agency's custom integration with Ticketmaster for the NBA team is expected to provide fans with event-specific and tailored game day interactions, enhancing the overall fan experience.

The move to HubSpot is intended to streamline communications for the Texas NBA side and their associated sporting and entertainment franchises. This shift is part of a broader trend in the sports industry, where teams are increasingly leveraging technology to improve fan engagement and operational efficiency.

Michelle O’Keeffe, CEO of Engaging.io, said: 'It’s not every day an Aussie agency gets to work with one of North America’s leading basketball teams, and while they are a little publicity shy, were a real joy to work with. As a forward-thinking business they recognised the need to migrate from their legacy CRM platform to create a more seamless experience for fans that includes new marketing automation functionality.'