Indiana Fever President Kelly Krauskopf Says She Wants Franchise to Become an Enduring Global Brand Like Apple or Disney

Indiana Fever President Kelly Krauskopf isn’t just thinking about playoff contention or ticket sales. She’s thinking legacy. She’s thinking transformation. And perhaps most boldly of all, she’s thinking about Apple. Yes, that Apple — the trillion-dollar tech giant synonymous with innovation, excellence, and cultural ubiquity.

In a candid and ambitious moment during a recent interview, Krauskopf laid bare her aspirations for the Fever franchise: “We want to be more than a basketball team. We want to be an enduring brand. Like Apple or something.”

At first glance, the comparison might seem audacious. Apple revolutionized technology. The Indiana Fever, by contrast, are a WNBA team based in a mid-sized market that has historically struggled to maintain national relevance. But that’s exactly the kind of narrative Krauskopf intends to flip — permanently.

Krauskopf, the first woman to ever be hired into an NBA front office as an assistant general manager (for the Indiana Pacers), knows what it means to build. She understands the deep work of culture creation and branding — and she’s betting on a new era of the Fever to spark a movement that transcends the court.

“We’re living in a time when sports, identity, media, and culture are converging like never before,” she said. “And with athletes like Caitlin Clark, Aliyah Boston, and NaLyssa Smith, we have the perfect ingredients to create something that lasts — something that matters.”

Those three names are key. The arrival of No. 1 overall pick Caitlin Clark, arguably the most electrifying women’s basketball player of her generation, has already transformed the Fever into the WNBA’s most talked-about team. Clark’s presence alone has driven up ratings, merchandise sales, social media buzz, and national attention in ways that would’ve been unthinkable just a year ago.

But Krauskopf is careful not to make the vision solely about one player.

“Caitlin is phenomenal. She’s already iconic. But this is about building a system, a structure, and a culture that’s bigger than any individual. That’s what Apple did. Steve Jobs was a visionary, but it was the foundation he built that turned Apple into what it is today. That’s the lens I’m using.”

Indeed, her approach is rooted in more than metaphor. Krauskopf has been behind the scenes working to redefine every element of the Fever’s brand, from the team’s digital strategy and community outreach to internal player development and even merchandising. Her staff has grown. The Fever’s partnerships are multiplying. And the franchise’s national media footprint — once negligible — is now formidable.

“We’re building a lifestyle,” she continued. “This isn’t just about winning games. It’s about how we show up in culture, in fashion, in music, in philanthropy. It’s about how we empower the next generation of women and girls. That’s what branding is. That’s what Apple did with technology. That’s what Disney did with storytelling. Why can’t we do that with sport?”

If Krauskopf’s words sound lofty, it’s because she understands the power of setting a north star. She’s not shy about referencing other cultural powerhouses. In fact, she seems energized by the comparison.

“I think sports teams have boxed themselves in for too long,” she said. “They say, ‘We’re here to win games and sell tickets,’ and that’s the ceiling. But when you look at the global impact of a brand like Apple, you realize that loyalty is emotional. People line up for days to buy an iPhone not just because of the specs, but because they believe in what it represents. That’s the kind of emotional connection we want to build.”

Still, the path forward won’t be without hurdles.

The Fever, despite their influx of talent and attention, remain a team in transition. Their win-loss record this season has been underwhelming. The chemistry between young stars like Clark and Boston is still a work in progress. And the coaching staff has had to navigate intense scrutiny amid a dramatic surge in media pressure.

None of that deters Krauskopf.

“You don’t build something legendary overnight,” she said. “There will be bumps. There will be critics. But every brand that’s ever changed the world had to go through that phase — where people doubted, questioned, and pushed back. What matters is that we stay the course.”

That course includes a complete reimagining of how the Fever engage with fans. Krauskopf and her team have doubled down on immersive fan experiences at Gainbridge Fieldhouse. There are new mobile apps in the works. Digital collectables. Social campaigns featuring players in their off-court lives. A push toward positioning Fever players as influencers, activists, and icons in their own right.

“We want to break the mold,” she emphasized. “These women are more than athletes. They are content creators. They are entrepreneurs. They are role models. They’re funny, smart, stylish, and powerful — and we want the world to see every side of them.”

In that way, the “Apple” comparison becomes more than just branding bravado. It becomes a challenge to the entire sports world to think differently — to dream bigger.

Of course, Krauskopf knows the foundation of it all still rests on basketball.

“You can’t be a great brand if you’re not also a great team,” she admitted. “Winning matters. Performance matters. That’s why we’ve invested in player development, analytics, wellness, and leadership training. That’s why we’re bringing in mentors and consultants from other industries. Because this isn’t just about who’s on the floor. It’s about how we think.”

That thinking includes long-term community investments as well. The Fever have increased their footprint in Indianapolis with youth programs, STEM initiatives, and local business partnerships. Krauskopf sees it all as part of the same puzzle.

“When people feel like they belong to something — when they see themselves in it — that’s when brand loyalty happens. That’s what Disney does so well. That’s what Nike does. And that’s what we’re building here.”

To hear her say it, the Fever’s ultimate goal isn’t a title — it’s a transformation.

“We want to be that team little girls grow up watching and say, ‘That’s who I want to play for.’ But we also want to be that brand college students wear on their sweatshirts, even if they’ve never been to a game. We want to be something people believe in — something timeless.”

And perhaps, something revolutionary.

Time will tell whether Krauskopf’s ambitious vision can be realized. But one thing is certain: the Indiana Fever are no longer content to just be a team. Under Kelly Krauskopf’s leadership, they’re positioning themselves to be a movement — one that echoes far beyond the hardwood and deep into the heart of culture itself.

Just like Apple. Or something.