Gen-Z, a gateway into the Spanish market for SKWEEK

The just announced partnership between Skweek and Turkish Airlines, was driven by a shared commitment to offer innovative sports experiences worldwide. This strategic partnership positions Turkish Airlines at the epicenter of SKWEEK’s flagship series, further consolidating its brand with a prominent presence in upcoming episodes featuring renowned guests, including basketball legends and prominent sports figures.

We had the privilege to discuss this and answer MarketingDirecto.com about this exciting partnership.

Q: How did the partnership between Turkish Airlines and SKWEEK come about, and what is the main goal of this collaboration?

The partnership between Turkish Airlines and SKWEEK began from a shared recognition of the role in the evolution of basketball in global culture. Turkish Airlines, known for supporting various international initiatives, identified an opportunity in SKWEEK’s unique approach to basketball, which goes beyond the court to embrace the cultural importance of the sport. This collaboration emerged as a strategic alliance, combining Turkish Airlines’ extensive global network and brand power with SKWEEK’s innovative involvement in the basketball community. The main goal of this collaboration is to amplify the reach and influence of basketball worldwide, positioning it not only as a sport but as a unifying cultural force that connects people from different countries and lifestyles. This partnership aims to leverage Turkish Airlines’ global platform and SKWEEK’s creative vision to bring a fresh, culturally enriched perspective to the world of basketball.

Q: How does Turkish Airlines plan to leverage its presence on The SKWEEK Show to enhance fan engagement and the overall sports experience?

Turkish Airlines’ strategy for its presence on The SKWEEK Show focuses on leveraging the global appeal of its brand to create a more engaging and multifaceted sports experience. As a presenting partner, Turkish Airlines plans to introduce innovative fan engagement initiatives, such as interactive technology displays and cultural exhibits that highlight the intersection of basketball with global trends. These efforts aim to deepen the audience’s connection with the sport, offering fans new ways to interact and engage with basketball-related content. The airline intends to use its international reach to attract diverse audiences, enhancing the appeal of The SKWEEK Show beyond traditional basketball enthusiasts. Turkish Airlines envisions turning the show into a hub of cultural exchange and innovation, where fans from different parts of the world can come together to celebrate not just the sport of basketball, but also its role as a catalyst for cultural and social connections.

Q: What is the vision shared by SKWEEK and Turkish Airlines to redefine and elevate the narrative of European basketball?

The shared vision of SKWEEK and Turkish Airlines to redefine the narrative of European basketball is deeply rooted in the belief that basketball is more than a sport; it is a vibrant cultural force. Their collaborative effort is geared towards enhancing the cultural and social dimensions of basketball, especially in Western Europe. The aim is to transform basketball from a traditional sport into a platform that intertwines with various cultural elements like art, music, and lifestyle trends, thus resonating with a wider audience. This vision extends beyond the court, seeking to deepen basketball’s impact in countries like France, Germany, Italy, Spain, and the United Kingdom. The goal is to create a more inclusive and culturally rich basketball experience, one that appeals not only to sports enthusiasts but also to those involved in these broader cultural spheres.

Q: Two distribution deals for The Skweek Show have just been announced in Greece (NOVA) and Turkey (Saran Group). Is something being negotiated in Spain? Would it have its own content?

Regarding expansion to Spain, the strategy for 2024 includes launching a series of initiatives to engage the basketball fan base, with a special focus on Gen-Z. At the heart of this plan is finding a distribution partner for The SKWEEK Show, ensuring its reach to a diverse audience in Spain. Beyond simply broadcasting the show, there is an emphasis on active fan participation through immersive experiences. This includes establishing basketball courts or academy centers in major cities like Madrid and Barcelona. These centers are conceived not only as sports venues but as cultural epicenters for basketball, fostering a community spirit and integrating the sport into the broader cultural and social fabric of the city. The content and activities in Spain will be tailored to resonate with local tastes and trends, contributing to a unique and vibrant basketball culture.

Q: Kimon, you mentioned that SKWEEK is elevating the game beyond performance and connecting with fans in a way that transcends the court. How will this be reflected in SKWEEK's future marketing initiatives and partnerships?

All the new initiatives being launched will not necessarily focus on the performance aspect but on what happens beyond the court. What music do our fans like to listen to? What are their food preferences? Where do they like to travel? What video games do they enjoy? Which sneakers are they interested in?

There's no other sport like basketball that is so associated with lifestyle and urban culture, and we are planning to explore every angle around that. Currently, we are developing new pillars in our commercial offering with live music shows, live viewing parties with DJ performances, sneaker culture discussion parties, memorabilia and collectibles, among others. We don't want to leave any basketball story untold.

Q: How will this collaboration affect other areas of SKWEEK, such as SKWEEK Media, Entertainment, Studios, Arena, and Investments?

All areas are aligned with our vision and work together to offer very personalized commercial proposals to potential brands. We don't believe in the idea of "One size fits all," so we follow a unique process with each of the brands. We discuss with them to understand their marketing objectives, brainstorm together with our creative team, and then work very closely with the studios, content creators, and television to deliver a distinctive program that associates the brand with a specific story that interests fans and needs to be told.

Q: Are there plans to expand the collaboration to live events, community activities, or educational programs related to basketball?

Absolutely, our commercial proposition goes beyond the court and what is shown on television, focusing heavily on the experiential part that fans love. We are currently working with specific clients on two events in Paris, several game viewing parties, and other community events.

Q: That are the next steps and projects that both parties have planned in the framework of this partnership?

Initially, we started with our core content, but eventually, the idea is to carry out many more initiatives in the coming months. This season we have the blessing of the Olympic Games in Paris, and the fact that we have a large studio in the heart of Paris provides us with a unique opportunity to create authentic content and experiences for our partners.