KOJO has announced a partnership with the National Basketball League (NBL) to develop and deliver a brand platform and marketing campaign for the 2023-24 season following a competitive tender.
The appointment marks the agency’s first entry into the rights holder space for brand and marketing services, building on long-term partnerships in Sports Presentation with rights holders across many codes.
Utilising its expertise in fan engagement, sports presentation and sports tech innovation, KOJO will develop a multi-platform brand strategy launching in September 2023, with the goal to support the NBL’s trajectory to be the leading sport in Australia for summer.
Ben Jenkins, NBL’s general manager of Marketing, said: “It’s an exciting prospect to be working with KOJO, who are experts when it comes to delivering creative strategies that grow brand reach and awareness, deliver on key marketing objectives and provide maximum fan engagement.
“The NBL has experienced incredible year-on-year growth across all key metrics, and we are now in a position to elevate this even further for our fans by creating unrivalled experiences at every touchpoint.”
Basketball has seen significant growth in Australia in recent years, attracting 1.1+M game attendees across the 22-23 season, according to Austadiums, a +55% uplift compared to the season prior, and is the second most popular sport to play after soccer, reported AIHW. Currently, outside of the National Basketball Association (NBA), the NBL is considered the best basketball league globally, and by partnering with a creative agency, it will continue to elevate its profile among new and existing audiences.
Chantella Perera
Chantella Perera, KOJO Sport’s general manager, a four-time WNBL champion, is responsible for leading the KOJO Sport team to produce some of the most game-changing creative campaigns and fan experiences seen in Australia.
“We are thrilled to be working with the NBL to increase its presence and profile among Australians in new and exciting ways. Utilising our unrivalled FanX model, our team are experts in engaging fans at every point of the fan journey and driving real commercial outcomes,” said Perera.
With 25 years’ experience, the agency specialises in sports presentations, brand and marketing campaigns, and in-stadium activations. The team has developed a unique FanX strategy model which provides rights holders, sporting venues, sports bodies, clubs, major tournaments and brands with a strategy blueprint across the full fan journey. This allows organisations to deliver against key outcomes at each step of the fan journey and build greater internal collaboration, efficiency and transparency.