The Frecciarossa Final Eight of the Italian Cup which took place from 16 to 20 February 2022 at the Vitrifrigo Arena in Pesaro, with the victory of Olimpia Milano, reached record numbers on social channels with 35 million cumulative users. A strategic success claimed by Lega Basket Serie A, chaired by Umberto Gandini, who, thanks to the collaboration with the Official Advisor Infront, increasingly focuses on the editorial enhancement of social channels, in combination with the involvement and activation of influencers & media digital partners to diversify the tone of voice and the storytelling of sporting events.
Generation Z e Millennials
The influencer marketing project, which involved talents in the “urban music” field, was identified because it was coherent and representative of a target population and fans similar to basketball. The artists – including Drefgold, Roshelle and Mondo Marcio – were involved not only with their presence in the parterre, but also to develop a storytelling capable of involving the Gen-Z / Millennials target, through the distribution of content on their own channels and on those of Lba. The six digital media partners present, coming from the world of sport, strongly vertical in basketball but not only, have guaranteed an increase in the notoriety of the event, through a rich content production plan. Each reality was involved with an editorial plan in line with its own ‘tone of voice’, so as to diversify the contents and arouse interest in their respective target audiences. The contents produced have embraced different areas, from sports news to Challenges, from interaction with players to live stories behind the scenes.
Social channels and Nft
On LBA’s social channels, the main objective was to strengthen the brand awareness of LBA and the event through an editorial plan aimed at the distribution of numerous sports story content (and more lifestyle content), through unpublished images and involvement of the protagonists who generated over 250 thousand interactions in the days of the event. offers fans the opportunity to collect the most spectacular moments of the event, as well as some memorable action from the history of the competition.