Sports marketing is one of the most competitive and fast-moving businesses, and nowhere is that more apparent than in the NBA . Tatiana Holifield-Arthur (pictured above) is ground zero as the vice president and head of digital strategy for Pacers Sports & Entertainment. In this capacity, Holifield-Arthur is in a position to influence the digital marketing strategy of one of the most successful sports franchises. We had the opportunity to discuss the changing nature of fandom, the challenges of diversity, and the shifting role of players as influencers .
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