BBL | AND THE NEW

A LAUNCH CAMPAIGN FOR THE 2022/23 BRITISH BASKETBALL LEAGUE SEASON THAT DELIVERED A 128% INCREASE IN VIEWERSHIP

The Challenge

The BBL’s ambition is to become one of the best basketball leagues in the world. With new investment to meet this ambition, following years of underfunding, the BBL needed to relaunch the new season in a way that both engaged the current community on a deeper level than ever before and attracted new fans in the process.

With only six weeks until season tip-off and a huge campaign to plan and execute, including Sky Sports TVC slots, the BBL turned to AND THE NEW to bring the dream to life and drive viewership across all platforms. So that’s exactly what we did...

A LEAGUE-WIDE CAMPAIGN IN 6 WEEKS? YOU MUST BE CRAZY!

The BBL needed a complete end-to- end marketing campaign, from the creative message and the strategic positioning through to the final delivery with a clear action plan. With only six weeks to go until season start, there was no room for mistakes. There wasn’t a awareness issue for the sport in the UK, but there was an awareness issue for the professional game across the country.

We needed to grow awareness. We needed to build heroes and idols. We needed to drive relevance. The Know Our Name campaign was built to deliver a UK realness, embrace local home teams and rivalries, and as a message for each player to be proud of and shout about.

WORKING WITH TEAMS AND PLAYERS ACROSS THE LEAGUE

As the first ever integrated marketing launch campaign for the league, we worked with all 10 teams to develop the message and create assets for. The AND THE NEW team delivered over 150+ assets for the team and their players to easily share in the build up for the season, in addition to the League’s assets.

For the League, we worked with players from every team to feature in our hero campaign videos, paid promotion creatives, organic social content, and BTS content. The results?The biggest launch ever with players and teams being positively highlighted on a higher level like never before!