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Rejuvenation: BBL is planning the big hit on Twitch | Special | Sports Marketing Summit

The agency The Ambition, which specializes in hip-hop, is rejuvenating the easyCredit Basketball Bundesliga brand, W&V reported in mid-April. Cultural marketing is called in technical jargon when brands position themselves in a certain cultural genre. In the specific case, the coolness of hip-hop should radiate onto the Basketball Bundesliga, or BBL for short, and thus activate the young target group.

Chances are that this will work. Because the sport and hip-hop culture have always been closely interwoven, emphasizes Sebastiano Provenzano, who heads the strategic marketing of the BBL. When realigning the brand, Provenzano is also keeping an eye on young channels. Twitch plays the most important role in this. At the beginning of the year, the league and the video streaming platform entered into a long-term partnership.

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