“I Can’t Sit Courtside Anymore”: From TicketManager Partner Summit Insights to a Social-Born Activation
November 6, 2025
When Mike Nichols, Chief of Sponsorship Strategy and Activation at Group 1001 , joined our Inside Sports Sponsorships: Deals, Measurement & Managing Change panel at TicketManager Partner Summit 2025, moderator Chrystal Young, MBA asked him a question every brand faces in this new era of athlete-driven fandom:
“How do you adapt your ticket allocations or hospitality strategies when those things happen?”
Mike laughed. “That question might’ve been custom-written for me.”
Then he told a story that perfectly captured the moment we’re in.
Watch below: Mike Nichols explains how Caitlin Clark changed everything for Gainbridge and the Indiana Fever (3-minute watch).
Before Caitlin Clark arrived in Indiana, Gainbridge Fieldhouse would open its doors just 30 minutes before tip-off. Courtside seats? Widely available.
“I’d sit courtside every time I was in town,” Mike said. “Nobody wanted the ticket.”
Then came Caitlin.
“Overnight, everything changed. I can’t sit courtside anymore—our sales team gets those now. And that’s the best problem in the world, because tickets have become what they should be: a business tool.”
It was a powerful reminder of what we talk about every day at TicketManager: when demand surges, access stops being a perk and starts being a platform.
From the Court to the Course
That same mindset — listen, adapt, and act fast — just played out again in real time.
After Gainbridge announced Caitlin Clark’s return to play in The ANNIKA driven by Gainbridge at Pelican, the Indiana Fever’s Instagram post sparked something unexpected. Teammates Sophie Cunningham and Lexie Hull jumped into the comments, joking about joining her on the course.
Gainbridge’s team spotted it, connected with Pacers Sports & Entertainment, and within days the comments turned into confirmation: Sophie and Lexie will serve as celebrity caddies for Caitlin’s foursome at the Pro-Am on November 12 in Belleair, Florida.
They’ll join defending champion Nelly Korda, sponsor invite Lauryn Nguyen, two-time Olympic gold medalist Briana Scurry, and NASCAR driver Carson Hocevar, whose No. 77 car at last May’s All-Star Race promoted Indianapolis as host of the 2025 WNBA All-Star Weekend.
“Having Briana and Carson joining Caitlin at The ANNIKA is an opportunity for Gainbridge to showcase the variety in our sports sponsorship portfolio,” Nichols said. “As partners with the Indiana Fever, we look forward to welcoming Caitlin’s teammates Sophie and Lexie to Tampa Bay to elevate and shine a spotlight on women’s sports.”
Why It Matters
From the hardwood to the fairway, Gainbridge is living the philosophy Mike shared on stage: listen to your audience, move quickly, and turn access into advantage.
Their portfolio spans the LPGA, WNBA, USWNT, and NASCAR, each anchored by authentic athlete relationships: Annika Sörenstam, Briana Scurry, Billie Jean King, and Caitlin Clark. Every partnership is built on the same foundation: visibility for women’s sports, business value for brands, and unforgettable live experiences for fans.
It’s the perfect example of sponsorship done right: organic, inclusive, and instantly resonant.
Our Take
We couldn’t be prouder of our partners at Gainbridge and our friends at Group 1001.
From Caitlin Clark’s arrival to The ANNIKA activation, they’re proving that tickets are more than seats; they’re strategy. The courtside chair Mike used to sit in? Now it’s a relationship-building tool for sales. That’s the evolution of access.
Because when partners like Gainbridge listen closely, act quickly, and create authentic connections across sports, it reminds everyone why #TicketsMeanBusiness, and makes business that much more fun.
