To strengthen its connection with Brazilians, the NBA annually hosts NBA House—the league’s largest immersive experience outside the U.S. The challenges for the 2024 edition were to surpass the 2023 attendance record in a new, larger venue and to establish the event as a platform for boosting the brand’s presence in the country.
Our PR strategy (100% organic) focused on reinforcing the concept of the “House” as a unique experience—blending music, entertainment, and lifestyle around the sport for people looking to come together as a community to have fun and celebrate.
We worked across four pillars: creating additional content centered on topics of broad public interest; generating significant news stories within the House relevant to Brazilian sports; launching communications early to drive ticket sales; and maximizing opportunities with commercial partners to generate interest from business and marketing media.
The results included record-breaking attendance and unprecedented media and influencer coverage. Our PR efforts successfully cemented the House’s relevance within the country’s sports and entertainment event calendar, attracting new audiences beyond just basketball fans.