Sony SIX & NBA partner to undertake special on ground activations!

The National Basketball Association (NBA) and Multi Screen Media (MSM) recently announced a new multiyear television partnership that makes SONY SIX the NBA’s exclusive broadcast partner in India. Following that development SIX and the NBA have taken the next step into consumer engagement by announcing a marketing tie-up with Mood Indigo. SIX along with the NBA will be conducting multiple fun-filled and exciting on ground activations at Mood Indigo, IIT Bombay’s annual cultural festival which is also Asia’s largest cultural festival.

This integration will create a new level of sporting fervor into the event, adding to the current attractions of the festival. This unique initiative, embarked on by the broadcaster and the sports property, consists of organizing special interactive gaming events customized to focus and engage with the Indian youth by bringing together the best of fun and excitement of basketball and the NBA. The comprehensive partnership will include an array of games for fans and fanatics of the sport, giving them an up-close and personal experience of the game through this initiative. The main basketball activities undertaken will be an NBA 3X tournament, 3 point  shooting competition, dribbling sprints and much more across the four days of this festival.

Through this engagement Sony SIX and the NBA are reiterating their joint commitment to host grassroots basketball events on the ground. The companies have gone a step further and setup an online registration site synced with the event’s website for basketball loyalists to log on and directly register for the NBA 3X tournament..

Commenting on the tie-up N P Singh, COO Multi Screen Media, the parent company of SIX, said: “We realize the power of these cultural events, and in a country like India, college events like these are a great place to attract youth across demographics. Through this initiative we aim at educating and influencing the masses as well as increasing the fan base for the NBA. This initiative is our way forward into engaging with today’s sporting youth and generating a special interest for the game.”

Mood Indigo one of Asia’s largest cultural festival, sees a yearly footfall of over 80,000 students from more than 600 colleges across the country. The event looks at giving these dynamic youngsters a platform to showcase their talents as well as acts as a melting pot of cultural art that educates these students on the world of creativity.

SONY SIX broadcasts NBA games LIVE every week on Thursday, Friday and Sunday with replays in prime-time. In total, fans in India will have access to 72 NBA regular season games, up to 18 NBA Playoff games, the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events including the All-Star Game, All-Star Saturday Night, and the Rising Stars competition. NBA and Multi Screen Media first announced a partnership during the 2010-11 NBA season. This announcement represents a substantial expansion of the NBA's previous partnership with Multi Screen Media.