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Success Story
The Objective
The objective of this campaign was to achieve widespread coverage of the BAL Tournaments across all 54 African countries and beyond, but to also increase brand awareness and visibility around the BAL.
Following a successful first season in May 2021, the Basketball Africa League (BAL) topped off its season 2 in Dakar, Senegal on March 5th, 2022 in a 3-month tournament that is to include stops in Cairo, Egypt and Kigali, Rwanda
The Strategy
The BAL Season 2 strategy involved splitting 12 teams into Sahara and Nile conferences, leading to a final in Kigali, aiming to promote basketball across Africa despite COVID-19 challenges.
The Basketball Africa League (BAL) Season 2 featured 12 teams divided into Sahara and Nile conferences, culminating in the 2022 championship held in Kigali, showcasing the league's potential to promote basketball across Africa and the NBA's global brand, despite COVID-19 challenges, after delays from its original 2020 launch
The Service
Services provided by APO Group included media attendance and media coverage.
APO ensured sports journalists across Senegal, Egypt, and Rwanda were informed of BAL Season 2's schedule, coordinating media attendance and guiding them through the NBA's registration process, including vaccination requirements. In Dakar and Cairo, APO facilitated journalists' applications and communication, overcoming obstacles promptly.
They also organized daily press conferences, facilitated interviews with key players and coaches, and kept media informed of side events such as round-table talks and partnership signings, ensuring comprehensive coverage across Senegal, Egypt, and Rwanda.
The Results
3
Successful Media Events
9
Press Releases Distributed Across Africa
94
Interviews Secured
+29M
Reached Through Social Media
+43M
Total PR Value Achieved
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