LAS VEGAS – The inaugural NBA Con, produced in partnership between Emerald and the National Basketball Association (NBA), drew more than 25,000 attendees and over 45 exhibitors and brands to the Mandalay Bay Convention Center July 7-9 for three days of basketball action and culture.
Also on hand at the show were the NBA’s global partners, including AT&T, ESPN, Pepsi, Michelob Ultra and The Bleacher Report, among other major companies and brands. NBA Con also partnered with Amazon Music, and through this partnership, the event unveiled more than 500 exclusive NBA merchandise and products and hosted five live musical performances, including two Billboard Live top 10 artists.
The NBA also used the convention to announce the new in-season NBA tournament live on ESPN in front of more than 4,200 fans. This first-of-its-kind tournament for the NBA will feature all 30 teams competing for the new NBA Cup starting November 3, 2023, with the semifinals and championship games taking place at T-Mobile Arena in Las Vegas.
“The ultimate goal of NBA Con is the fans themselves,” said Ron Walden, senior vice president of strategic sales at Emerald. “They are at the heart of the event and their experience has been at the forefront of our minds throughout the development process. Our goal was to create an unprecedented event that would give fans exclusive access to their favorite players, an opportunity unlike any other at NBA Con.”
NBA Con is the brainchild of Walden, who came up with the idea for the event while attending the NBA All-Star Game in 2018. “As I immersed myself in this week-long event, I couldn’t help but notice an opportunity to forge a stronger, deeper connection between fans and the sport,” Walden said. “That’s when the idea came to me: Why not create a singular space where fans could come together, under one roof, and have an immersive experience with the game and the rich culture that surrounds basketball? I envisioned a place where basketball fans could engage not only with the game itself, but also with the intersections of fashion, music, art, technology, education and everything else that defines the NBA experience.”
Emerald Expands Presence with NBA Partnership and Launch of NBA Con
Intentionally designed around neighborhoods, the showroom included different spaces, all tied to basketball culture. “Basketball is the flagship sport where the rich culture of the game translates off the court through the lifestyle of fashion, music, art, technology, gaming, and more. Only the NBA can truly embody the pillars of culture, so we wanted to clearly define neighborhoods that reflect different aspects of the culture and create immersive fan experiences in each of these areas,” Walden said.
The park district featured a full-size basketball court for attendees to watch players practice, a pickle ball court, and plenty of benches. With chain-link fencing and the use of grass, the space resembled a real park. There were also games for attendees to play, such as the 20-foot hoop and NBA-themed arcade games.
Culture played a significant role in the creation of the neighborhoods, as the NBA is closely tied to a variety of media, including art, music, and fashion. Designers and artists have exhibited and sold their work in The Drip, with products ranging from clothing and hats to artwork and vinyl.
Part of the appeal of NBA Con was the presence of professional players, scheduled to appear in the autograph signing area and on the NBA CONvos stage, where fans could attend panel-style conversations.
“We hosted 14 panels with more than 50 speakers, and streamed live content across NBA Con digital channels. Additionally, we gave fans access to unique and limited merchandise and the opportunity to ‘take pictures’ with players on official center court,” Walden said.
Legends like Kareem Abdul-Jabbar and rising stars like Victor Wembanyama gathered on stage to discuss the evolution of basketball, what it’s like to be an NBA coach and athlete-agent relationships, among other topics throughout the convention.
With big plans for future NBA Con events, fans will not only get a unique experience unique to the show, but can also expect more of what they saw at the inaugural event. Walden said of future NBA Con events, which also include international shows, “Get ready for an abundance of players, an expanded roster of exhibitors, captivating performances from top musical talent, exclusive product collaborations with renowned creatives and an expanded program of events taking place at center court. Future iterations of NBA Con promise to be nothing short of extraordinary.”
Contact Ron Walden at Ron.Walden@emeraldX.com