We were tasked with developing a creative platform that makes the NBA more relevant to African audiences, while also creating space for local and African basketball stories to be told. Our research revealed a key insight: many of our audience lacked a strong emotional connection to the sport.

To bridge this gap, we launched a through-the-line campaign centered around a 32-episode TV show — a first-of-its-kind narrative-led format that immersed fans in the drama, passion, and culture of basketball. Through powerful, character-driven storytelling, we took viewers beyond the court, spotlighting the personal journeys of players, team dynamics, rivalries, and cultural moments that often go unseen.

The content was backed by a digitally focused fan engagement strategy that brought the audience closer to the action and each other — from interactive social content to behind-the-scenes access. By telling authentic stories and making basketball feel personal, we not only grew engagement but also helped build a deeper, emotional connection with the NBA across the continent.