Bulletins from Sports Marketing Professionals

OKC_GlobalGamesThe National Basketball Association (NBA) have stepped on new ground today by launching a new marketing campaign for the first time targeting International fans.

The campaign titled “One Game One Love” will tip off in conjunction with NBA Global Games, one of the most comprehensive schedules of international games in the league’s history.

The season-long campaign is designed to communicate the shared love for the game from country to country and across different cultures.  It will include a series of six television commercials, print and online advertisements, and integration in NBA international events.

The “One Game One Love” television commercials will debut for international fans in each of the eight cities across five continents hosting games as part of NBA Global Games beginning on Oct. 5 in Istanbul.  The preseason Global Games will feature the Chicago Bulls, Golden State Warriors, Houston Rockets, Indiana Pacers, Los Angeles Lakers, Oklahoma City Thunder, Philadelphia 76ers and Washington Wizards. Following the in-arena debut, the spots will begin airing on television in 43 countries and territories and in 10 languages at the tip-off of the 2013-14 season on Oct. 29 and throughout the season.

The spot opens on a sequence of NBA players and fans going through their pregame rituals as the anticipation builds to a crescendo. Finally a basketball is heaved up for the opening tip-off and viewers are reminded, “It’s the NBA. And it’s for all of us. One Game One Love.”

During NBA Global Games 2013, players on each of the participating eight teams will wear special “One Game One Love” shooting shirts during all eight of the preseason games.

“One Game One Love” will also be integrated into the NBA’s international events, which include two regular-season games in London and Mexico City, NBA 3X, the league’s global grassroots event which combines an exciting 3-on-3 competition with authentic NBA entertainment and basketball activities, Basketball without Borders, the global basketball development program run in partnership with FIBA (International Basketball Federation) that uses sport to create positive social change. The NBA will host more than 125 events in 67 cities and 27 countries in 2013.

The eight preseason games as part of NBA Global Games will include the first-ever NBA preseason games to be held in Brazil and the Philippines, and in the cities of Bilbao, Spain and Manchester, U.K.  It will also include games in Beijing, Shanghai, Taipei, and Istanbul.  At the conclusion of the 2013-14 season, the NBA will have staged 148 games (regular-season and preseason) in 20 countries and territories across Europe, the Americas and Asia since 1978.

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