Case Study

NBL Serbian & Greek Community Amplification

Client

National Basketball League (NBL)

Project

Cultural media and activation to boost NBL tournament awareness and ticket sales in Sydney-based Serbian and Greek communities

The Challenge

The NBL hosted the Pavlos Giannakopoulos Tournament, bringing together the Sydney Kings, Adelaide 36ers, Panathinaikos B.C., and KK Partizan for their first-ever showdown on Australian soil.

The NBL set out to boost attendance and strengthen community engagement by connecting with two of Australia’s most passionate cultural sporting communities, Serbian and Greek audiences. CulturalPulse was engaged to design a campaign that could activate patriotism, pride, and connection to basketball.

The Approach

CulturalPulse activated a two-phase targeted multicultural community amplification strategy to bring the EuroLeague competition to life at Qudos Bank Arena. Leveraging the CulturalPulse Media Amplification network we delivered:

  • Phase 1 Awareness – utilising NBL hype reel content that delivered community awareness and engagement.
  • Phase 2 Conversion – distribution of customised videos in English, Greek, and Serbian to deliver higher-quality traffic with stronger cultural resonance.
  • Channels used to reach the targeted audiences included the CulturalPulse owned channels, multicultural media partners, public and private cultural social groups, community leaders, influencers, and diaspora social platforms.

469,000+

Impressions

243,000+

Reach (minimum unique)

22,000+

Clicks

13,500

Crowd Attendance

The Outcome

The campaign helped to deliver a crowd attendance of 13,500 that exceeded expectations with Serbian and Greek fans cheering on their national basketball teams. Campaign outcomes included:

  • 469,000+ total impressions delivered.
  • 243,000+ total reach.
  • 22,000+ total clicks to ticketing pages.
  • In-language videos performed the strongest, with Serbian (7.27% CTR) and Greek (7.23% CTR) outperforming all English assets.
  • 420,000 cumulative views of Serbian video content on MIS TV broadcast and digital platforms, including YouTube, Facebook, Instagram, and TikTok.
  • Four consecutive weeks of Serbian-language newspaper ads in The Serbian Voice (400 copies per week).
  • Greek community engagement via The Greek Herald with strong video reach (20,000+ impressions per video).
  • Energised cultural audiences that celebrated with traditional dancing and selection of cultural food options during the event.

Key services