Bayern, Zalgiris and Lokomotiv win Devotion Marketing Awards

Jul 04, 2018 by Print
Bayern, Zalgiris and Lokomotiv win Devotion Marketing Awards

The Devotion Marketing Awards have annually recognized the best efforts of Turkish Airlines EuroLeague and 7DAYS EuroCup clubs in their various marketing campaigns since 2007. This season, 18 Euroleague Basketball clubs in total presented their best marketing strategy of the season to compete for the gold, silver and bronze Devotion Marketing Awards. Anadolu Efes Istanbul, CSKA Moscow, FC Barcelona Lassa, FC Bayern Munich, KIROLBET Baskonia Vitoria Gasteiz, Lokomotiv Kuban Krasnodar, Maccabi FOX Tel Aviv, Valencia Basket and Zalgiris Kaunas were the clubs whose projects were selected for the final short-list. The nine finalists reviewed their fellow clubs' projects and were eligible to vote for any of the other nominees, but not for themselves.

FC Bayern Munich was chosen as the GOLD Devotion Marketing Award winner for its Airport Basketball Days. The club took over Munich Airport for three days last September, highlighted by an exhibition game against Real Madrid. A court was brought in and grandstands were constructed to create a basketball happening that brought the best of European basketball and basketball-related entertainment to fans, families and potential new spectators in an extraordinary setting – between two airport terminals.

"On behalf of our whole organization, FC Bayern Munich basketball, this is great confirmation of our work in recent years," said Robin Gollbach, representing the club's business development department. "At the same time, I've seen the projects of the other clubs and looked at them. We found some inspiring ideas there and we will copy one or two of them next year."

Zalgiris Kaunas was awarded the SILVER Devotion Marketing Award for its exceptional Ticketing Acceleration program. The club piloted a ticketing strategy project based on new market needs and requirements. It is a clear example of how to meet and exceed fans’ expectations, improve their game-day experience, increase their engagement through social media, and explore new ticketing sales opportunities that consequently lead to ticket revenue increases.

Lokomotiv Kuban Krasnodar's creative artwork and comic book campaign earned it the BRONZE Devotion Marketing Award. The comic book presented all the members of the Lokomotiv first-team squad as superheroes and their opponents as supervillains. Each player's superpowers were inspired by their real-life basketball skills. The comic book had multiple editions with each inspired by real-life events that took place within the club during the season.