FYI

FIBA Basketball World Cup partners with Jack Morton

Brand experience agency Jack Morton has won the mandate for a couple of assignments from the FIBA Basketball World Cup being held in China this year. The first is the FIBA Basketball World Cup Trophy Tour. It involves showcasing the newly designed trophy to fans and encouraging them to cheer for their country, to create what the company claims will be “the world’s largest digital montage of cheering fans.” The fan activation tour will play out in Manila and Tokyo in the region, besides Milan, Paris, Madrid, New York and Los Angeles.

Jack Morton is also designing eight FIBA Basketball World Cup Houses across China. These will be in cities that are hosting the FIBA Basketball World Cup this year and will include mini-FIBA showrooms, cheering booths and other fan engagement activities.

The announcement:

The FIBA Basketball World Cup will take place in China across eight cities – Shenzhen, Dongguan, Guangzhou, Foshan, Wuhan, Nanjing, Shanghai and Beijing- for the first time ever. This year marks the 18th edition of the World Cup and the largest edition of FIBA’s flagship event with a record 32 participating teams. FIBA, the International Basketball Federation, has partnered with Jack Morton, the global brand experience agency, to create the iconic FIBA Basketball World Cup Trophy Tour.

Presented by Aeroflot, the tour brings the newly-designed golden trophy to fans globally in 24 countries across all five continents. The Trophy Tour sets off in June making its way to Europe, America, and Asia. The FIBA Basketball World Cup runs from August 31st to September 15th.

As part of the tour, Jack Morton is creating a unique experience for fans to interact with the authentic FIBA Basketball World Cup Trophy. Designed to unite fans globally, the activation will capture fans cheering for their national team to create the world’s largest digital video montage of cheering fans. The video will put the fans at the centre of the celebration and make them the stars of the film. This fan activation will tour across eight key cities including Milan, Paris, Madrid, New York, Los Angeles, Manila, Tokyo and Moscow. Fans will have the opportunity to share their cheering videos online and then search for themselves in the world’s largest digital video montage.

In addition to the Trophy Tour presented by Aeroflot, Jack Morton is designing eight FIBA Basketball World Cup Houses across China, designed for fans to celebrate and support their favourite teams. The World Cup Houses will be open for two weeks prior to the tournaments in each of the host cities and will include a mini FIBA showroom, cheering booths, a FIBA history wall and fan lounge, as well as various interactive activities to engage fans into the world of basketball.

“We’re thrilled to bring this year’s FIBA Basketball World Cup to the fans in China where basketball is the number one team sport.” said Frank Leenders, Director General of FIBA Media and Marketing Services. “With this truly global Trophy Tour, we want fans to be an integral part of the activation and to feel connected to basketball, wherever they are in the world,”

Natalie Ackerman, EVP of Greater China at Jack Morton said, “The Trophy Tour engages audiences of all ages, bringing them together through a fun and interactive activity and connecting them worldwide to FIBA through one platform. We’re excited to be a part of this game-changing experience for FIBA.”

Source: Jack Morton press release

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