The two participating teams will also use the opportunity to build their international fandoms. The Brooklyn Nets will aim to promote the culture of its hometown through various activations across Paris, such as a pop-up Nets-themed pizzeria, an orchestral tribute concert to the late Brooklyn-born rapper The Notorious B.I.G., a merchandise collaboration with Brooklyn-based fashion brand, KidSuper and a KAWS-inspired City Edition uniform exhibit.
The team already has a dedicated international marketing department that aims to grow engagement in priority markets, explained Andrew Karson, evp of brand marketing, strategy and solutions at its parent company, BSE Global.
“We are constantly strategizing around how to interact with global fans in unique ways, whether through creative campaigns or partnering with notable international brands or talent,” said Karson.
Meanwhile, the Cavaliers will open a Parisian-style “Cavs Café” at the NBA House.
Emma Lax, head of strategy at Havas Play U.K., said that while the NBA had a track record of innovation around fan engagement, expectations around events within the sports entertainment space were increasing.
“The NBA needs to show they are a step ahead and keep innovating around the things that matter to fans,” she continued. “There is a wealth of diverse cultural interests and causes that fans care about such as music, gaming, and fashion that the NBA can tap into to excite and engage fans and enable them to express their fandom in more diverse ways.”
Lax added that for the NBA to achieve international growth, it would need to introduce more regular moments across the calendar year, including during the Olympics and utilize its stars such as LeBron James and Steph Curry more.
[ad_2]
Source link
