Rivalry teams up with Basketball Forever on Gen Z-focused NBA media campaign

Toronto-based sportsbook and iGaming operator Rivalry has announced a partnership with digital media company Basketball Forever to launch a multi-platform media campaign tailored for Gen Z basketball fans in multiple international markets throughout the 2024 NBA Playoffs.

The partnership will see Rivalry and Basketball Forever develop a range of multimedia content tailored for digitally native NBA fans who are "increasingly consuming their favorite sports in new ways," according to a press release. This includes: 

• Animated shorts: Releasing snackable animated clips on Instagram, TikTok, and Twitter geared for next-generation NBA fans showcasing key matchups, player statistics, game highlights, and more alongside Rivalry's betting odds.
• Data-driven storytelling: Basketball Forever will leverage its editorial expertise and game data to outline narratives unfolding across the playoffs through a variety of video and static media assets.
• Social influencers: Rivalry will tap into its network of over 100 internet-based influencers to deliver playoff storylines, news, and highlights "through culturally relevant voices to resonate with a generation that receives nearly half of their content from creators."

"Gen Z consumers aren't engaging with media and sports in the same way that older generations have in the past," said Grant Flannery, Global Head of Marketing, Rivalry. "We've partnered with Basketball Forever to develop culturally relevant content on platforms where Gen Z fans are consuming their entertainment and positioning Rivalry's brand deeper within NBA culture."

"We have a huge global audience of predominantly Gen Z basketball enthusiasts, and we're excited to partner with a brand like Rivalry given their rapid growth over the last few years and their innovative marketing style," said Alex Sumsky, CEO, Basketball Forever. "It's something that really resonated with us." 

Leaning on Basketball Forever's global audience, consisting of more than 110 million unique monthly visitors, the partnership is expected to accelerate Rivalry's expansion into NBA betting among its target audience of under-30 customers, which makes up more than 80% of its active users.