'Every game feels like a festival'
In this interview series, we dive into the power of fandom, exploring its evolution and impact across various industries. I recently sat down with Mel Barry, senior director of brand marketing for the NBA’s New Orleans Pelicans, to uncover how this NBA team builds its fandom by embracing the culture of its hometown.
Muse: What’s it like to be a Pelicans fan? How does New Orleans shape that experience?
Mel Barry: When you walk into the arena, it’s like stepping into New Orleans itself. We bring in everything people love about this city—the music, the food and, of course, our celebrations. We’re a bit unique in that every game feels like a festival. Mardi Gras season? We go all out. We want Pelicans’ games to feel distinct—something you wouldn’t see in Cleveland or anywhere else. It’s New Orleans through and through.
You’re downtown. So, is it more of a “walk to the game” crowd, or do most fans drive?
A bit of both. We’re in the heart of downtown, so if people are staying in the area, it’s an easy walk. But the majority drive in, especially since our fan base stretches across the Gulf South, including Mississippi, Alabama and Texas. Some come from pretty far, especially for weekend games.
Tell me about the fan demographics. Are Pelicans fans different from fans of other NBA teams?
The Pelicans draw a younger audience compared to, say, the NFL. We work hard to make tickets accessible. So, we see everyone from high-net-worth fans in the suites to local families in the upper bowl. New Orleans has a deep sports culture, but our fanbase is still evolving. We’ve only been the Pelicans since 2013, which makes us one of the NBA’s youngest teams.
That brings up an interesting point—Pelicans fandom is relatively new. How has the city responded to a the team?
New Orleans has had basketball for a long time, going back to the Jazz and then the Hornets. So, while the Pelicans brand itself is young, there’s a history of basketball here. Many of our season-ticket holders have followed us since the Hornets days. It’s different from teams with decades of uninterrupted history. But our fans have embraced the Pelicans identity. They’re incredibly loyal, and we’re lucky to have them.
The NBA’s player-branding culture is huge. And I’d imagine each player brings something different to the team’s brand.
Our relationship with players is strong, thanks to good communications. For example, C.J. McCollum is incredibly community-oriented and has built the McCollum Scholars program, which we’re thrilled to support and amplify. When the players’ personal brands align with our organization’s values, that’s the key to making the greatest impact in our community. These guys have their own stories, and we want to support them so that their connection to New Orleans feels genuine and lasting.
Mel Barry
Author Photo
Damian Bazadona
Damian Bazadona is president and founder of Situation Group, a global collective of marketing, advertising and technology companies committed to helping brands build passionate communities across a range of industries worldwide.