NBA teams have begun to launch in-arena activations and ticketing promotions for In-Season Tournament games, encouraged by debut attendance numbers last week that reached a 26-year high. Average attendance for the seven debut IST games on Nov. 3 was 18,559, the largest figure on a second Friday in an NBA season since the 1997-98 season. Heading into tonight’s second slate of games, the league has sent out a best-practices reel so individual teams can emulate or build on some of the first weekend’s game presentations and graphics.
Some of the activations last week included an IST out-of-town scoreboard, an interactive NBA Cup fan cam and a Motorola-sponsored atrium party in Chicago; a playoff-type and IST-themed player intro video in Denver; an instructive IST trivia contest in Milwaukee; a replay wipe that included IST graphics in Indiana; and an IST mini-plan ticket package at Golden State.
“I spoke with the game presentation leads from all seven teams that had home games last Friday night, and they all reported there was a different buzz in the arena,” said Mike Chant, the NBA’s Associate VP/Team Programming and Game Presentation Management. “It just felt like a different atmosphere and even playoff-like.”
Criticism of IST on social media has ranged from the painted courts being an eyesore to the games creating faux drama. But, according to NBA SVP/Team Marketing & Business Operations Jonathan Tillman, the league has sent NBA-produced educational videos about IST to teams — which can then be shown during games on arena videoboards — to go with other graphics such as IST standings to increase fan understanding and interest. “We’ve certainly met expectations here at the start,” Tillman said.
Upcoming activations, starting tonight in Sacramento, include enhanced pyrotech at Golden 1 Center to go with a special halftime performance. The 76ers, who are hosting their first IST game next Tuesday, are introducing a two-game tournament package in collaboration with partner Chick-fil-A that involves an exclusive IST T-shirt and a complimentary Chick-fil-A sandwich or nuggets. The Hawks, in a week, will offer commemorative IST tickets and an IST T-shirt giveaway.
The last time the second Friday of an NBA season averaged more fans — November 7, 1997 — Michael Jordan played a rare game against the Hawks at the Georgia Dome, drawing a crowd of 45,790 and skewing that night’s numbers.
NBA In-Season Tournament arena activations
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Tom Friend
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