NBA Brazil - Marketing Campaign of the Year - Media & Entertainment Companies

Company: NBA Brazil, Rio de Janeiro, Brazil
Company Description: NBA Brazil is the local office of the National Basketball Association (NBA) in Brazil. The team is based out of Rio de Janeiro and leads local initiatives with sponsorship, licencing and media partners. NBA Brazil was established in 2011 and has since grown the business in the country by multiple times in both revenue and fan base while producing a wide range of successful local events.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Media & Entertainment Companies

Nomination Title: Budweiser – A New Media Partner for the NBA in Brazil

Specify the date on which this campaign or program was launched: February 25, 2021

The Budweiser-NBA initiative in Brazil was initiated to deliver NBA live games and content in Brazil through a fan-centric partnership model that taps into growing digital audiences.
The partnership model provides (i) increased accessibility of NBA content, particularly among young fans, (ii) customized and localized NBA content to reach a broader array of fans, (iii) engagement through building community, and (iv) a unique opportunity for Budweiser to associated its brand with the NBA in the country in a much deeper and personal level.

NBA Brazil decided to seek a direct content relationship with a sponsor and take control of content distribution and productionwhile Budweiser was looking for new ways to connect with consumers. Bud was rolling out a new corporate strategy that aimed to “stop interrupting [with commercial spots] and start entertaining [with content] consumers”. So, together, the two companies came up with a new model of partnership with the following pillars:

- Budweiser would no longer advertise during NBA games (indirect connection) but rather deliver apremium package of NBA live games and content with a unique Budweiser brand look&feel to fans (direct connection);
- Budweiser’s NBA games and content would not be exclusive to any media platform but instead would be distributed by as many platforms and channels possible in order to meet fans wherever and whenever;
- Budweiser’s NBA content should ultimately build and feed a new digital Creator ecosystem that would help spread Budweiser’s brand connection with the NBA while tapping into different demographics and interests (gaming, fashion, music etc.).

The partnership debuted with the Bucks vs Pelicans game on Feb 25th 2021airing simultaneously on FTA TV, Pay TVand YouTube. Reactions from fans were unanimously positive. Here are some of the great results achieved in this 1st season (up to June 30, 2021):

- 100+ Bud-NBA Live Games broadcasted (simultaneously on Pay TV, FTA TV and Digital);
- 500+ hours of localized and customized content produced by our team for Budweiser;
- 10M+ Watch Hours, 4.4M Total Reactions (Comments, Likes, Shares), 33.7M Videoviews and 462M Total Impressions on YouTube with Bud-NBA related content;

As we add more digital creators to the mix and allow them to intuitively interact with our content (including live), we add several exciting layers to Bud’s coverage of the NBA. We also added the second-most popular Twitch gaming streamer in the world (Gaules) to Budweiser’s content creator ecosystem.

With this initiative, we believe the NBA and Budweiser are displaying how companies can adapt to changing consumer habits and reinvent their partnerships to better meet the needs and varied interests of fans/consumers.

As demonstrated by the extensive local and international news coverage received since its launch (please see links to articles below), this deal has been recognized by the media and sports industries as trendsetting and innovative.

Local Press (links have been automatically translated to English):
Exame Magazine: https://tinyurl.com/3ydnwczk
Meio & Mensagem: https://tinyurl.com/mfzb2e6 p
B9: https://tinyurl.com/62hhen4
Brazil Journal: https://tinyurl.com/mv4xhwsp

International Press:
Labs News: https://labsnews.com/en/news/technology/budweiser-nba-broadcaster-in-brazil/
Sports Pro Media: https://www.sportspromedia.com/news/nba-budweiser-brazil-live-stream-games
Sport Techie: https://sporttechie.com/budweiser-social-channels-to-livestream-nba-games-in-brazil
Sports Business Journal: https://www.sportsbusinessjournal.com/Daily/Global/2021/02/24/NBA-Brazil.aspx#:~:text=Budweiser's%20new%20deal%20with%20the,present%20a%20weekly%20liv
2 Playbook: https://www.2playbook.com/media/patrocinio-cambio-tv-budweiser-emitira-partidos-nba-en-brasil_2476_102.html