Case Study: NBA future-proofs fan engagement with Clear M&C Saatchi

NBA future-proofs fan growth across 4 territories with CLEAR

The NBA, a cornerstone of American sports and entertainment, faced the challenge of engaging Gen Z fans in a landscape where it now competed for share of time and mind beyond just sports. To future-proof their brand, they partnered with CLEAR to gain a fresh perspective on the key drivers behind next-gen fan decisions and to uncover opportunities for growth.

CLEAR conducted a deep dive into Gen Z motivations to identify new growth territories and integrate these learnings into the NBA's core platforms. This resulted in four key territories to guide renovation and innovation, from branding to future licensing. CLEAR then led an ideation session with the product development team, which ultimately informed new ways to stretch the NBA proposition into Gen Z's world, anchoring both short- and long-term initiatives in fan-centric motivations.

NBA