A Thank-You to Jim Irsay: The Marketing Visionary Who Transformed the Indianapolis Colts
Jim Irsay’s legacy in the NFL is often discussed in terms of bold decisions, dramatic moments, and the complicated personality that made him one of the league’s most fascinating figures. But one of the least appreciated—and most transformative—aspects of his leadership was his instinct for marketing. While he was not a consummate marketer in the traditional sense, it was his passion for the Colts, his confidence in Indianapolis, and his unshakeable belief in what the franchise could mean to the community that pushed him toward a series of marketing initiatives that proved nothing short of visionary. He didn’t study marketing theory; he acted on conviction. And that conviction reshaped both a team and a city.
I had the privilege of working within the Colts organization during the years leading up to our Super Bowl championship, a time when that instinct was on full display. Irsay encouraged us to embrace emerging digital channels long before it was standard practice in professional sports. Under his direction, the Colts didn’t just participate in social media—we invested in building a true digital community. We learned to segment fans, personalize messaging, and make every interaction feel meaningful. Those weren’t textbook strategies; they were born from Irsay’s belief that fans deserved a deeper connection to the team he loved so fiercely.
His vision extended beyond the franchise itself. When Indianapolis set its sights on hosting a future Super Bowl, the organization undertook a massive digital PR campaign to position the city as the next great host. This was long before the selection was made, and long before most cities understood how powerful digital mobilization could be. Irsay recognized that the bid wasn’t just about logistics; it was about showing the world who Indianapolis was and what it could become. His enthusiasm pushed us to think bigger, rally broader support, and tell a story that ultimately helped secure the city’s place on the national stage.
Alongside these marquee efforts were countless decisions that quietly elevated the Colts brand. Irsay modernized the team’s identity, strengthened its emotional appeal, and encouraged deeper integration across digital marketing, public relations, community engagement, and game-day experience. His instinct to make the organization more transparent, more empathetic, and more connected to its fans fundamentally changed how the Colts communicated and grew.
What made all of this possible was not formal expertise, but the force of his belief. Irsay saw football as something larger than entertainment. He saw the Colts as a civic pillar and Indianapolis as a city destined for greater prominence. He invested in people, in culture, and in stories that reflected pride, resilience, and possibility. His philanthropic commitments, his support for the arts, and his civic involvement reinforced the idea that the team and the city were intertwined—and that elevating one helped elevate the other.
As we marched toward a Super Bowl victory, the momentum didn’t just come from the field. It came from a fan base that felt seen, a city that felt inspired, and an organization empowered to innovate. For those of us who worked through that era, it was an extraordinary moment—one fueled directly by Jim Irsay’s passion and the trust he placed in his people.
Now, reflecting on his passing, the gratitude is profound. Jim Irsay wasn’t a marketer by discipline, yet he accomplished what many seasoned marketers never do: he built belief. He connected people. He reshaped narratives. And he made a franchise and a city feel bigger than they were.
Thank you, Jim. Your spirit, your conviction, and your willingness to dream out loud changed all of us who were fortunate enough to work under your leadership. Your impact lives on in the Colts, in Indianapolis, and in every person who watched you transform passion into possibility.
