by Brianna Stopher, graduate student
Introduction
In professional sports, success isn’t just measured on the scoreboard—it’s also built in the conversations happening off the court. For Indy Ignite Volleyball, a professional women’s team based in Indianapolis, the story of their growth is being told in local headlines, digital features, and community buzz.
Over the past season, the team has been steadily building visibility. But with rising recognition comes an important question: How can Indy Ignite turn this momentum into measurable sponsorship value?
Background on the Project
Indy Ignite competes in a city with a vibrant sports scene, sharing the stage with the Indy Fuel (ECHL hockey) and Indy Eleven (USL soccer). While these teams may have larger or longer-established fan bases, Indy Ignite offers something unique: a deep connection to the local community and the rising cultural energy around women’s sports.
The challenge was to quantify that value. Specifically, to measure the impact of earned media (news coverage, blog posts, and mentions the team didn’t pay for) and identify how this data could strengthen sponsorship pitches.
The working hypothesis? Indy Ignite’s media attention is concentrated in hyper-local sources, making it especially attractive to brands that want to reach audiences in Central Indiana.
Methods and Tools
To evaluate Indy Ignite’s media footprint, we relied on a comparative media analysis supported by MuckRack, a media monitoring and public relations tool. The goal was to measure not only the amount of coverage the team received, but also its geographic reach and potential sponsorship value.
For consistency, earned media coverage was collected for one complete season for each team, including Indy Ignite, Indy Fuel, and Indy Eleven. The dataset pulled together a wide range of content—articles, press releases, online mentions, and blog posts—to capture a comprehensive picture of visibility across platforms. Each mention was then categorized by geographic origin, distinguishing between local (Central Indiana), national, and international sources.
Several key metrics guided the analysis. Article count measured the total number of media mentions, while UVM (Unique Visitors per Month) provided an estimate of the audience size reached by each outlet. To translate coverage into dollar value, we applied Advertising Value Equivalency (AVE), which estimates the dollar amount of each specific article. We also tracked engagement metrics, including likes, shares, and comments, to understand how audiences interacted with the coverage. Together, these measures painted a fuller picture of both visibility and impact.
To ensure accuracy, the dataset went through a cleaning process that removed duplicate or irrelevant mentions, such as those that included a team’s name without actually focusing on it. Geographic information was verified using MuckRack’s metadata and manual checks where necessary. This process created a reliable foundation for comparison, allowing us to benchmark Indy Ignite’s performance against its local peers and identify unique strengths that could translate into sponsorship value.
Key Insights and Takeaways
1. Indy Ignite Holds Its Own in Media Value
While some teams generated more overall mentions, Indy Ignite’s coverage stood out for its quality. The outlets featuring the team tended to provide high-value exposure, meaning their presence in the media landscape is impactful even if the total volume of coverage is smaller.
2. Local Coverage Is a Strategic Asset
A significant share of Indy Ignite’s coverage came from Indianapolis-based outlets, creating strong visibility within the community. Compared to other teams, this local exposure was especially valuable, highlighting the team’s ability to connect brands with a geographically concentrated audience.
3. Engagement Levels Show Audience Connection
Coverage of Indy Ignite consistently sparked strong interaction, particularly within local media. Fans were not just reading about the team—they were actively sharing, liking, and commenting. This high level of responsiveness reflects a loyal and engaged fan base, something sponsors increasingly look for.
4. Media Peaks Offer Activation Opportunities
Coverage tended to cluster around key moments such as important matches, seasonal milestones, or special events. These natural peaks in media attention create ideal opportunities for aligning sponsor activations, social pushes, or community campaigns.
5. “Less Noise, More Focus”
Although other teams may receive more frequent mentions, Indy Ignite’s media presence is more concentrated and community-driven. This creates a sharper, more targeted narrative, appealing to brands that value efficiency and meaningful engagement over sheer volume.
Why This Project Matters
For Indy Ignite, this isn’t just about media tracking—it’s about positioning. By understanding and articulating their unique media strengths, the team can:
- Offer sponsors data-backed value.
- Emphasize their deep community connection.
- Differentiate themselves from other sports properties in Indianapolis.
At a time when sponsors want meaningful local impact, Indy Ignite’s media footprint is one of its strongest selling points. This research transforms abstract media buzz into concrete sponsorship leverage.
Conclusion
Indy Ignite’s earned media profile tells a powerful story: while the team may not dominate headlines in sheer quantity, the coverage they do earn is local, high-value, and highly engaging. This translates into real sponsorship potential for brands aiming to connect with Central Indiana.
By owning their hyper-local advantage, showcasing engagement, and timing campaigns with natural media peaks, Indy Ignite can confidently present themselves as a premier community sports partner—one whose value extends far beyond the court.
#SportsInnovation #SportsAnalytics #Indy4Sports
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