Key Takeaways
- Magic viewership on NBA League Pass in Germany increased 104% year-over-year, making them the most-watched team this season
- Six international partnerships announced including AIDA Cruises, Domino’s, Kellogg’s, ThreatLocker, Deutsche Telekom, and Visit Orlando
- Youth basketball programming includes Deutsche Telekom integration and coaching clinics across Berlin and London with Magic legends
- Orlando Magic Kiez debuts in Berlin as fan destination and partner activation hub at Deutsche Telekom’s Magenta Mitte
- Basketball is the fastest-growing team sport in Germany and second-most popular behind soccer
German Market Growth Fuels Partnership Expansion
The Orlando Magic are converting domestic roster decisions into international revenue opportunities. As the team prepares to play the Memphis Grizzlies in Berlin on January 15 and London on January 18, the franchise announced six partnerships tied to its European presence.
The timing aligns with measurable fan growth in Germany. Magic games on NBA League Pass in Germany are up 104% year-over-year, and the team’s Instagram following from Germany increased 37% this season. Basketball now ranks as the second-most popular team sport in Germany behind soccer and is the fastest-growing team sport in the country, according to Global Web Index.
The Magic roster includes German players Franz Wagner, Moritz Wagner, and Tristan da Silva. Franz Wagner, a Berlin native, said playing a regular-season game in his hometown “means everything to us.”
“When the Magic made its first NBA Finals appearance in the mid-1990s stacked with legendary players, Germans were already traveling to see games,” said Magic Chief Sales Officer Michael Forde. “Today, interest is significantly greater, and we will continue to build on that existing fandom.”
Six-Partner Portfolio Spans Tourism, Food Services, and Cybersecurity
The Magic’s international partnership portfolio includes Deutsche Telekom, Visit Orlando, AIDA Cruises, Domino’s, Kellogg’s, and ThreatLocker. Each partner will activate during the weeklong Global Games programming in Berlin and London.
Deutsche Telekom is hosting retail appearances with Magic legends Nick Anderson and Bo Outlaw at Berlin locations, along with fan gaming experiences and youth basketball programming. AIDA Cruises will provide fan photo opportunities and giveaways at the Magic Kiez venue. Domino’s will run interactive basketball activations and offer a special pizza promotion on Magic game days for the remainder of the season.
Kellogg’s plans retail activations in Berlin with influencer-driven social content. ThreatLocker will co-host a Berlin-based B2B event with Magic leadership focused on cybersecurity and technology.
The Magic also extended their partnership with Visit Orlando, the region’s official tourism association. Visit Orlando serves as presenting partner of Magic Kiez and Global Games coverage, plus destination marketing initiatives and tourism training in both cities.
Orlando Magic Kiez Establishes Berlin Community Hub
The centerpiece of the Magic’s Berlin activation is Orlando Magic Kiez, located at Deutsche Telekom’s Magenta Mitte facility. “Kiez” is a German term commonly used in Berlin and northern Germany to describe a neighborhood or close-knit community.
The venue will host daily programming combining fan experiences, partner activations, and community basketball events. Visit Orlando’s activation includes a sun globe photo opportunity. Programming features appearances from Magic and NBA legends including Nick Anderson, Bo Outlaw, Mickaël Pietrus, Marcin Gortat, and Hedo Türkoğlu, plus STUFF the Magic Mascot.
The Magic will conduct autograph sessions, meet-and-greets, and coaching clinics across both cities throughout the week. The youth basketball programming extends the Magic’s existing community impact model, which reaches an estimated 100,000 kids annually through various programs. The Orlando Magic Youth Foundation has distributed more than $31 million to local nonprofit community organizations over the past 36 years.
Business Development Programming Targets B2B Growth
Beyond fan engagement, the Magic are hosting a Business of Basketball Summit in Berlin that brings together team leadership, partners, and global sports business executives.
The summit includes a leadership conversation with Magic President of Business Operations Charlie Freeman and Managing Director Ryan DeVos, moderated by Abe Madkour of Sports Business Journal. A commercial partnerships panel features Magic Chief Sales Officer Michael Forde, Marcus Höfl of MHM Group, and Michael Hagspihl of Deutsche Telekom. A sports marketing roundtable includes executives from PepsiCo, Kia, and AdventHealth.
ThreatLocker and the Magic will separately host a B2B event for IT and business leaders focused on cybersecurity and global business challenges.
Building on German Market Infrastructure
The Global Games build on the Magic’s existing German market infrastructure. The franchise completed its first-ever Summer Tour in Germany and works with Marcus Höfl Management as its agency of record in Germany, supporting brand marketing, event management, media strategy, and commercial partnership development.
These Berlin and London games mark the Magic’s 14th and 15th international appearances. The franchise has previously represented the NBA in Brazil, China, England, Japan, and Mexico through Global Games programming.
Franz Wagner’s comments about inspiring young players reflect the Magic’s broader youth development strategy. “We hope we can inspire kids the way we were inspired watching games from afar,” he said.
“The Magic are thrilled to have these six organizations join our partnership family and celebrate the excitement of bringing Magic basketball to Europe,” said Magic President of Business Operations Charlie Freeman. “We are continually inspired by the passion and enthusiasm of fans across the globe.”
via: NBA / Magic
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