Bleacher Report today will formally roll out plans for its free fan activation event at NBA All-Star Weekend in Chicago, marking the third straight year that the Turner Sports brand has created the pop-up venue. A centerpiece for what is being dubbed “B/R CHI 2020” will be a transparent basketball court on the second story of the structure, which will serve as a stage for clinics, games and music acts on Sunday. B/R CMO Ed Romaine told THE DAILY that the company is expecting 2,500-4,000 fans from 12:00-6:00pm CT.
Romaine noted this is the largest footprint yet for the All-Star activation, which will be at Saffron Rails on Goose Island. It also is the largest roster of brands yet for the event, with 13 on board including Mtn Dew, Ruffles, Adidas, State Farm, Tissot, Gatorade, Intel, Remy Martin, Metro PCS, Wilson and Coors. One sponsor that is new to the B/R event is fashion brand Perry Ellis, which has not had a serious foray into sports in around a decade. Perry Ellis VP/Marketing & Communication Vincent Panzanella: “We do a ton of research to make sure we’re on the pulse of what’s happening with ‘our guy.’ Where he works. Where he plays. What we found is that ‘our guy’ loves sports, particularly the NBA.”
More on activation plans in today's issue of SBD.
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