ACTIVATING AT SUMMER LEAGUE

The NBA Summer League in Las Vegas has become an annual gathering for the world of basketball. NBA teams, rookies, and young players showcase their skills in a series of exhibition games that provide fans of the game and the culture the opportunity to mix and mingle.

It's also become a popular hub for basketball fans, featuring not only NBA teams but also international squads and players from various leagues around the world. With all of this focus and concentration of activity in one city, Summer League can provide brands with an excellent opportunity to activate on and off the court.

The questions that need to be asked first and foremost are (a) what do you want to do at Summer League and (b) what can you do at Summer League?

For most brands, the 14-day league provides ample opportunities to activate around for fans and players alike.


Now, let's talk options.

Vegas has become the world's capital for sports and entertainment. The ways in which a brand can activate are as wide and diverse as the imagination will allow. So, while there are many tactics that you can deploy, as an experiential agency, we focus on how to bring brands to life in impactful and meaningful ways. As a thought starter, here are some ideas on how you can bring your brand to life.

Two weeks can be an eternity in Vegas. If you are planning for longer-term activations at Summer League, having a brand home (literally and metaphorically) can provide you with a cost-effective way to attract influencers and athletes alike. Many brands find that this allows for the flexibility over the two week period to cater to individuals with otherwise packed schedules. Being able to program a space for two weeks provides the "always on" type of brand messaging.

Many main activations tend to take place at the beginning or at the close of summer league. If you know exactly when you want to be there, going all in on a specific activation for one night can often prove to be the most impactful. There are lots of on property venues at Las Vegas resorts that can be taken over to create brand installations. Alternatively, there are also other off premise venues such as event spaces, bars, and restaurants that can be activated.

Whether at the stadium or at specific destination resorts and hotels, there's always an opportunity to create pop-up retail moments allow guests to experience your brand and get there hands on limited edition or customized product.

Feeling bold? Adventurous? Let's go big or go home! One of our personal favorites is being able to create completely immersive experiences. Creating a full event production in Vegas seems fitting for many brands since the expectation of being in Vegas is that the sky is the limit.

Not all situations demand a mind blowing experience, just given the audience at Summer League, it may be that product sampling is just the ticket with fans at the stadium or on the strip. In Vegas, there are ample opportunities to connect.

No activation would be complete without the right crowd, so integrating influencers into any campaign will enhance it onsite and amplify your experience through social. Creating photo worthy environments has become an important aspect of any activation and will allow your brand messaging to be carried far and wide on social media.

Lastly, for those brands looking to leave something impactful behind, having a community building element can really make a difference with the city and its residents. From basketball court refurbishments to product donations and athlete involvement - there are many ways brands can do more good and support those less fortunate.

We can help.

NRG can be a true partner for all your Summer League needs. So, if you have an idea, we can bring it to life. Meticulously. If you don't have ideas, its OK, we can help craft something exceptional for you.

From design, build, staffing, set up/strike, and overall management, our team has you covered. Front of house, F&B, Talent and SWAG is all in the skill set.

Warehousing, shipping, fulfillment and logistic are all the key to success behind the scenes. We do the leg work, the heavy lifting, and take care of all the details so you can focus on your brand.

Our mission is to simply provide you with all the tools


Why NRG?

At NRG, we have the knowledge, experience, and understanding to help. We provide a full range of services that make our activations smooth and seamlessly integrated.

With over 20 years experience activating around the intersection of sports and culture, we can provide the guidance and expertise needed that make every activation a success.

It’s about having the right tools, literally and figuratively, to build proper solutions that work in the real world. Not just on paper.

We approach all projects–large or small– with the same passion, dedication, and drive. We blend creative talent, strategic thinking, agility, and innovation with uncompromising production.

Are you ready to make an impact? Give us a shout!