The NBA is about to launch its summer grass roots effort, “NBA Nation� aimed at getting fans involved in the game and winning new fans. The tour, with legendary
dunker Darryl Dawkins as League ambassador signing autographs and making appearances in host cities, will head a roster of major markets this year, including Phoenix and Cleveland. The tour is in its
fourth year.
The NBA’s director of events and attractions Karen Barberan tells Marketing Daily that the markets chosen for grass roots events like NBA Nation vary from year
to year. "Routing the NBA Nation tour year after year is a challenge, as we are constantly balancing efforts to hit well-attended events and festivals in key NBA markets, while satisfying the
marketing targets of our tour [brand] partners," she says.
Last year the NBA Nation tour visited Atlanta, Los Angeles, San Francisco, Portland, New York, Washington DC, Chicago, and Dallas.
Both Phoenix and Cleveland -- two strong NBA cities with teams in the post-season -- are new this year per Barberan.
Barberan says the NBA does a local marketing plan in each market comprising
radio, print, TV (in limited markets), and online ads. Also teams in the markets do email blasts to season ticket holders, in-game promotions (when available), team websites, and team social
networking sites. The league also promotes tours in its digital assets: NBA.com, NBA Nation website, Facebook, and Twitter pages.
Says Barberan, "There is nothing more compelling than
being able to give fans the opportunity to touch and feel the NBA brand that would not normally have the opportunity to attend NBA games and see players on a basketball court, let alone get up close
and personal with players, Legends and team talent in an interactive setting." She says that last year the NBA held just under 450 international events on some 1800 event days in 30 countries.