New ways

The easyCredit Basketball Bundesliga appoints THE AMBITION as their new cultural and lifestyle consulting partner. With this collaboration, the easyCredit BBL is continuing to develop the brand in order to tap into new target groups and get them excited about German professional basketball.

A natural connection

To successfully reposition their brand in the highly competitive market, the easyCredit BBL identified “Sporttainment” and “basketball lifestyle” as the strongest and most authentic differentiators. In order to increase its pop-cultural appeal in the coming years, they will be consistently locating the brand in the lifestyle sector.

For that, basketball’s connection to hiphop culture plays a substantial role. As an important part of everyday life for its target audience, the potential of hiphop culture is enormous.