From Bleacher Report
Analysis by Jauan Latney in SRM 435 (section 1)
This article was all about increasing the fan experience in
the all-star weekend contest for the NBA. The most anticipated was the new
style of the dunk competition which added a freestyle round and is putting three
western conference players against 3 eastern conference players. It goes into
the changes to other invents like the skills competition being a two-man relay
and the three point competition having one full rack of money balls placed
wherever the shooter chooses. They also talk on how the young players get a
chance to put their names out there during the all-star weekend and possibly
get themselves some endorsements.
The NBA has
the best all-star event compared to the rest of the top professional sports.
From a marketing standpoint, companies have their names on events that go on
involved in all-star Saturday night as well as other events throughout the
week. All the fans that are in town for the four day weekend are seeing ads and
being involved with these sponsors of the NBA. They came out with a “JAM BAND”
for this year at the Jam Session events where you sign in with the bracelet
using your information and swipe in at different events. When people swipe in
at these events/stations the sponsors of that station can see that and send
them mail in the future. The bands can also compare the fans stats to their
favorite NBA player in the “Draft Combine” drill. When you’re having events
like this, social media is always good to have and you can post to social media
with the use of the bands as well. When it comes to sales this was the cheapest
all-star game in history to get into but they were also more focused on the
whole fan experience this year. With the use of the many performances
throughout the weekend and meeting all the players the experience was
definitely boosted this year along with the JAM BANDS for Jam Session events.
This is
relevant to the course because it covers getting the experience that all fans
crave and the way the NBA gets sponsors involved in their all-star weekend. It
also is about reaching out to those fans after the event is over to reach them
about sales in the future and to ask about their experiences from the weekend.
The NBA all-star weekend is the ultimate example of any all-star event in the
top professional sports, even greater than the NFL. They get into the marketing
and promotion standpoint to make current and future sales and reaching out to
obtain new customers due to their combination of being with the NBA.
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