NBA EUROPE FAN ENGAGEMENT

THE CHALLENGE

NBA Europe wanted to deepen engagement with the sport across European markets, moving beyond awareness towards stronger fan connection and participation.

THE STRATEGIC MOVE

Understand the different modes of NBA fandom in Europe, from committed league followers to NBA-curious culture fans, and use those insights to shape creative territories.

THE WORK

I spoke to a range of NBA fans across Europe to identify different fan types, motivations and modes of engagement. The research explored how fans discover, follow and connect with the NBA across live games, social content, fashion, gaming, players, highlights and basketball culture.

The insight helped Ear to the Ground develop creative territories designed to convert high awareness of the NBA into deeper engagement across European markets.

THE IMPACT

Developed audience insight and creative territory guidance to support NBA Europe’s fan engagement strategy.

THE ROLE I PLAYED

Led audience research, fan insight development and creative territory definition while freelancing with Ear to the Ground.