With the sold-out Turkish Airlines Euroleague Final Four championships taking place at The O2 simultaneously, the three day Fanzone featured a basketball main court with a 15m high roof and 4-screened cube hanging from the centre, two satellite courts for exhibitions and a ‘Just Hoops’ area on the North Terrace which encouraged the public to get involved, plus numerous sponsor activations including the EFES Cheerleading Academy, Intersport Trophy Tour, Turkish Airlines VIP Lounge and more.
Euroleague appointed Generate to deliver the first ever UK basketball Fanzone to celebrate the 'Final Four' Championships in London. With a brief to create a unique and stand out event, Generate audaciously proposed the building of a main basketball court and arena right on Trafalgar Square. Despite the numerous space restrictions, a near full size basketball court and 15m high roof with sponsors branding throughout was constructed; surrounded by more activations than ever previously featured at any one time on the square.
Additional activity included the EFES Cheerleading Academy, the Intersport Trophy Tour (where fans could have their picture taken with the Euroleague Trophy) and the Turkish Airlines “Eye of the Fan” (an opportunity for fans to share their event photos through social media).Including Euroleague’s basketball CSR program, One Team, UEFA legends (Robert Pirès, Graeme Le Saux and Christian Karembeu) played a game against athletes from Special Olympics and children from Tottenham Hotspur Foundation to officially open the Fanzone on Friday morning.
Generate worked extremely closely with both the rights holder (Euroleague); the sponsors (Turkish Airlines, EFES Beer, Intersport, VTB and Spalding); and the Greater London Authority to ensure that all expectations were exceeded.
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