ATLANTA--(BUSINESS WIRE)--Aug 27, 2024--
The Harlem Globetrotters concluded their 10-day residency at American Dream in East Rutherford, New Jersey, and by all measurement and engagement tools the landmark brand experiment was a resounding success, with near capacity shows, the launch of the first-ever retail location for the brand, the first televised Harlem Globetrotter game in over 40 years and thousands of interactions and social posts by fans of all ages during the run, a first ever for a sports organization.
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Harlem Globetrotter Corey "Thunder" Law in action at American Dream. (Photo: Business Wire)
“We went at this with an entrepreneurial spirit and a great partner in American Dream, and we believe we have found a new, very unique way to engage with fans and expand our reach that can be the model for similar organizations going forward,” said Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios. “Like any startup opportunity we learned a great deal and can tweak the model going forward, but we achieved almost every goal, not the least of which was expanding our audience both at events and in the media, through these 10 days. We look forward to seeing where we can take this as we head towards our centennial in 2026 and beyond.”
Key highlights of the 10 days included the LIVE Sunday night broadcast that was seen in over 70+ markets across the country on Gray Television, the successful launch of a Harlem Globetrotters pop-up retail store with exclusive merchandise and memorabilia for the first time, and 16 live shows at The Rink at American Dream, which attracted thousands of fans, many of whom had never seen the Harlem Globetrotters up close during their regular touring season. The 10-day residency provided the legendary brand the ability to consistently market in a geographic area for an extended period of time, something that is difficult and not done in the standard business touring model.
Spalding, the brand's official ball partner, was able to activate during the residency, using a 12-foot-high inflatable version of their new Globetrotters ball to attract attention in the vast entertainment center. On the social side, Globetrotters social channels garnered over 1.47 million impressions, with videos being viewed over 1.2 million times, all in addition to the impact the live broadcast had on the brand.
Dawkins added that the organization is now looking to explore similar relationships with venues throughout the world, and is currently in discussions with American Dream on a second residency next summer, as well as potential events at their other large entertainment facilities: The Mall of America in Minneapolis, MN and the Edmonton Mall in Edmonton, Canada.
The Harlem Globetrotters 2025 World Tour as well as additional media platforms, will be announced in the coming weeks.
For all other details on the residency visit https://www.americandream.com/harlem-globetrotters
ABOUT THE WORLD-FAMOUS HARLEM GLOBETROTTERS™ / HERSCHEND ENTERTAINMENT STUDIOS
The Harlem Globetrotters™ are THE originators of basketball style; captured by their dynamic athleticism, unique skill and historical influence on the modern game of basketball. Since 1926, the Globetrotters, proud members of the Naismith Memorial Basketball Hall of Fame, have used their legendary global tour to showcase their iconic brand of basketball to tens of millions in over 124 countries and territories across six continents.
They have expanded the brand by coming back to network television for the first time in 40 years with their Emmy nominated NBC series “Harlem Globetrotters: Play it Forward” which also airs on Telemundo as “Harlem Globetrotters: Ganando Con La Comunidad.” Content partners include Hidden Pictures, Atmosphere TV, and Hearts Media Production Group; consumer partnerships include, Sprayground, Undercrwn, Macys, Hybrid; and additional partnerships include our official tour partner Jersey Mike's, official ball partner, Spalding, Viral Nation, Hoopculture, and Citi.
Coined by the U.S. State Department in 1951 as Ambassadors of Goodwill, the team leverages their moniker to drive its Corporate Social Responsibility (CSR) efforts around their strategic pillars of Health & Wellness, Education, and Community Empowerment. These efforts have yielded partnership with the likes of Microsoft, U.S. State Department Sports Diplomacy, The National Archives, ‘Great Assist’ in partnership with Jersey Mike’s Subs, Campus Multimedia Court of Creativity, and Comic Relief Red Nose Day.
For more information about the Harlem Globetrotters™ and the Tour, visit the Globetrotters' official website: www.harlemglobetrotters.com. The Harlem Globetrotters™ is a subsidiary of Herschend, the largest family-owned themed attractions company.
View source version on businesswire.com:https://www.businesswire.com/news/home/20240827781557/en/
CONTACT: MEDIA CONTACTS
Mirian [email protected]/ 917-834-6293
Joe [email protected]/ 917-566-8345AMERICAN DREAM MEDIA CONTACT:
Gregg [email protected]
KEYWORD: UNITED STATES NORTH AMERICA GEORGIA NEW JERSEY
INDUSTRY KEYWORD: BASKETBALL SPORTS ENTERTAINMENT MARKETING COMMUNICATIONS EVENTS/CONCERTS FAMILY CONSUMER LICENSING (ENTERTAINMENT)
SOURCE: Harlem Globetrotters
Copyright Business Wire 2024.
PUB: 08/27/2024 11:59 AM/DISC: 08/27/2024 11:59 AM
http://www.businesswire.com/news/home/20240827781557/en
