The American basketball league NBA wants to expand its potential in Europe and the Middle East.
The NBA is getting reinforcements: The US basketball league has hired Havas for communications and media work in the European market. Especially in Germany, this could further fuel rumors that the strongest league in the world will also play a game here.
The order applies to Germany, Great Britain, France, Italy, Spain, Greece, Serbia and the Middle East. In all of these countries, the NBA is seeing increased interest among basketball fans, which it wants to activate. For Havas – the Hamburg agency is responsible for this – the order is apparently unusual: the agency has not yet made a big name for itself in sports marketing. However, this is not the first time she has moved into the area of brand communication for sports brands. In recent years, Havas has carried out work for the LA Lakers and BMW Motorsport. At the network level, last year the “Havas Sports & Entertainment” brand was merged into the new umbrella brand “Havas Play” for brand activations in the fandom area. Taken together, this shows that there is an intention to develop the sports environment. Or, as a spokeswoman for the agency puts it: There are definitely long-term, strategic plans based on the areas of expertise, which also include sports communication.
In this respect, the NBA is more than interesting as a new customer. After all, she obviously has something planned. Rumors have been circulating in the German market since last year that the NBA could play a game here. NBA Commissioner Adam Silver said in an interview with ran: “We would like to come back. Europe and especially Germany are enormously important for us.” There have been some preparatory games in Germany in the past, but a game in the regular season would be a first.
The agency’s first priority is to exploit the growth potential in the countries mentioned. In addition to strengthening fan relations, the aim is to promote youth through the
NBA basketball development programs play an important role. In this country, the agency will also rely on the good atmosphere from the World Cup won last year. “There’s no doubt that Germany’s gold medal win will lead to an even greater increase in interest in the sport,” Silver said in the aforementioned interview. “And that will also help us get back to Germany.”
The NBA can orientate itself, among other things, on the success of the American football league NFL, which has been expanding its involvement in the European market for several years. Particularly due to its economic power, Germany is a focus market for internationally active leagues.
2024-01-12 07:25:00
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