Give it the old razzle-dazzle
This October, America’s two premier sports, Basketball and American Football, were in town and drew huge crowds to London’s O2 Arena and Wembley Stadium. As much as European sports marketers try to emulate the experiences created by our cousins from across the pond, it pains me to say that no one gives sport the old razzle-dazzle like the Americans.
I was lucky enough to get a ticket to the inaugural NFL International Series game in 2007 where the Giants took on the Dolphins. The stadium was packed and had an amazing atmosphere, not to dissimilar to a rugby international, where fans from all areas of the country show their personal allegiances by coming dressed in their team’s shirt as well as showing their support the game/teams on the field. I must have seen club shirts from half of the NFL teams represented in the crowd (it’s been a long while since I’ve been able to get up early enough at the weekends to see an episode of Trans World Sport so couldn’t recognise them all).
Giants V Dolphins, Wembley Stadium
Despite being in our seats for roughly four hours there was never a moment where I disengaged from the experience as the entertainment just kept coming – pre-game warm-up, cheerleaders, anthems, first-quarter, cheerleaders, t-shirt giveaways, second-quarter, half-time show, cheerleaders, third-quarter, cheerleaders, ticket giveaways, fourth-quarter, cheerleaders.
The game was given extra spice by the fact that it was a regular season game and so had real meaning for the players and their league position.
This is in contrast to the NBA’s Europe Live series game between the LA Lakers and Minnesota Timberwolves that took place at the beginning of October. Despite not having any bearing on the league and lacking a little bit of competitiveness, I have to say it didn’t make the experience any less entertaining.
In spite of the tube strike, thousands of fans packed into The O2. The court was a hive of activity with the pre-game warm ups taking place, cheerleaders (them again), celebs, mascots and VIPs all on the floor to soak up the atmosphere.
Lakers v Timberwolves, London's O2 Arena
Every ounce of time was dedicated to entertainment and the spectacle of the NBA. Players announced individually to the floor, cheerleaders at every time-out plus ticket and merchandise giveaways, music throughout the game to encourage fan chants, entertainment from the team’s mascot’s and dunk team at the end of each quarter, and a half-time show (which was actually quite terrible and not very NBA at all!)
There was a strong focus by the MC on the celebs and sports stars that were in attendance (Chris Moyles, James Corden, Nicholas Holt, Carlton Cole, Cesc Fabregas, Nicolas Bendtner, to name but a few) which is all part of the appeal of the NBA and how they market their sport.
Lakers v Timberwolves London's O2 Arena
Admittedly the format of basketball and American football games does allow for what some traditionalists might see as interruptions. But credit where it’s due, they do maximise all possible engagement and commercial opportunities to keep fans interested and spending.
Out of all the sports that I watch regularly I’d say that only Formula One comes close to this. Now I don’t mean the racing itself as I know it’s not everyone’s cup of tea, but attending a Formula One Grand Prix also includes a full day of support races, a drivers’ parade, autograph sessions for fans, an experiential/merchandise area, concerts following the Grand Prix and sometime parties that follow the concerts.
Although rugby, cricket and football in the U.K. are starting to up their game, they all still have a long way to go.
The first NBA league matches to take place in the UK will be in March. For more info and to buy tickets click here.
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