Basketball was rumored to have been born in Springfield, Massachusetts, and used old peach baskets as hoops. Since then, it has grown exponentially, and the National Basketball Association now operates in more than 200 countries. As a global brand, it has worked hard to embrace new marketing efforts and increase its fanbase.
Fan Engagement
The NBA knows that without its fans, it is nothing. It celebrates their level of fandom with unique opportunities. One of these has been the ability to make a digital fan banner.
This shows a fan’s favorite team, if they are a season ticket holder, and if they subscribe to the streaming service. By creating this tiered system, it also allows the NBA to split them into handy demographics based on engagement levels.
While an app is a given these days, the NBA really utilizes theirs for fan engagement strategies. As well as providing live streams, it has other features that help people personalize and engage.
These include daily quizzes and games, the ability to connect with friends in immersive experiences, and personalization, allowing people to follow teams. More than this, it fosters community by connecting fans so they can celebrate milestones and achievements.
Moving Into New Verticals
The NBA is always keen to move into new verticals. As the iGaming boom has spread across the US, the NBA has been keen to utilize its growth. This is an area recording around 5.6% year-on-year, which is predicted to continue as more states develop legislation for sports betting.
Yet it is not just the betting field, but also casino games that the NBA has moved into with its own slots. The global slot machine market is valued at USD 10.38 billion globally, and has a range of interesting themes.
Some of these video slots are based on sports ideas like fishing, while others may employ mythology or even existing movie licenses. As a casual, low-wagering title, they have attracted new players with attractive bonuses, and many franchises and entertainment brands are waking up to the benefits a branded slot can bring.
Sponsorship and Collaboration
The exposure working with the NBA can bring is huge. However, this also works the other way. Choosing the right collaborations and brand sponsors is a way to showcase the NBA to new audiences.
One example of this can be found in the 2024 NBA Cup. This was rebranded as the Emirates Airlines x NBA Cup. This collaboration with the Saudi Arabian Airlines not only gave them a huge revenue boost but also gave them a presence in the lucrative Middle Eastern market.
Even cutting-edge products like the Google Pixel have been used to show the league’s future-proof nature. This collaboration used the tech firm’s new technology to highlight how it could create content from special moments and players, allowing fans to interact with it and share it on social.
The NBA is constantly refocusing and refining its marketing efforts. From new verticals to engagement, it is not just following trends but is revolutionizing marketing in the modern era.
