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AND THE NEW have been appointed by the British Basketball League (BBL) as their creative-digital agency for the launch of the 2022/23 season, following a competitive pitch process.

Responsible for delivering end-to-end, integrated marketing campaigns across digital, social, paid platforms and out-of-home platforms throughout the launch period, AND THE NEW will bring its vast experience across basketball and global sport to help the brand reach new heights during a new chapter for the BBL.

While everyone's eyes were glued to House of The Dragon for the majority of September, AND THE NEW had been working tirelessly on creating a campaign for a very different season…one with Lions, Gladiators, Giants and Phoenixes!

Last weekend saw the long-awaited return of the BBL Championship as crowds gathered in sold out arenas across the UK to watch the newest iteration of the league - now in its 35th year. Kicking it off was our campaign - Know Our Name!

Incorporating all 10 BBL teams, we delivered a campaign that speaks to British Basketball's roots, its players, its fans and the power of the sport to unite the basketball community. Inclusive of a hero film, hundreds of bespoke social and creative assets and a paid media drive, the campaign also ran across Sky Sports in the build-up to and throughout the season launch.

The BBL is entering a new era, with this season set to be like none gone before it. Under newly-appointed Head of Marketing, Joe Edwards, the BBL will further celebrate and embrace the game's rich history, culture and talent, with AND THE NEW at the forefront of the delivery.

Edwards said: “Over my 20 years in the marketing industry, I've never worked with an agency that has delivered such a high calibre of work in such a short space of time. From the outset, they showed they understood the brief and went and found real-world examples of the challenges we face as a league to deepen their - and our - understanding.

"They then delivered a brilliant campaign across almost every channel and medium you could think of, all in just 35 days from the brief being written to campaign delivery, which included filming shoots with a number of the BBL teams. I felt confident they could deliver from the outset and they've done so in abundance. If you or your brand or rights holder are looking for a fresh approach and a bucket load of creative excellence, I'd highly recommend AND THE NEW.

"We're gearing up for the best season the league has ever had due to a host of investment being made into the BBL and the individual teams across it. We have a talent pool unlike any other seen before in the UK, giving the league a whole new pull."

And The New’s Creative Director, Sophie Bennett, who boasts impressive experience across basketball having previously held senior roles at the likes of FIBA, added: "There's never been a better time to be involved with basketball in the UK. It’s finally attracting the spotlight and recognition it deserves. For us to be leading creative and digital campaigns for the BBL for the 2022/23 season really is the holy grail for me.

"Our team at AND THE NEW have a fantastic understanding of building communities, increasing engagement and driving results across creative and digital, and I can't wait to see how our campaign evolves across the season."


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