How the Milwaukee Bucks Reached Fans When the NBA Season Was Suspended

The team's digital strategy pivoted to emphasize its online store and content series

The contest to win player Giannis Antetokounmpo’s jersey drew more than 30,000 entries in a week. Milwaukee Bucks

The Covid-19 pandemic has led to an unprecedented 2019-2020 NBA season. As the league suspended basketball for three months beginning in March, then instituted a phased return of teams to play within an NBA Bubble at Walt Disney World, teams had to rework their marketing strategies to digitally reach quarantined fans. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.